Inbound and
Digital Marketing Insights

There are quite a few reasons companies might choose to outsource web development, including lower costs, constraints in hiring, and impending deadlines. While outsourcing the creation or redesign of a website is a solid strategy, it’s not a shortcut—jump into outsourcing unprepared and you may find its benefits suddenly stretched thin.

Much has been said about the importance of having “mobile-friendly” websites. Once a trendy tactic, it is now more of a necessity—over half of all online searches are done on mobile devices, and mobile-friendly websites show higher in mobile search results than their unfriendly counterparts. That’s a lot of search volume at stake.

Redesigning a website takes time and money, though—so what do you do when you can’t overhaul the site just yet? There are quite a few ways to convert your website to a mobile friendly version, suited to different companies’ needs. For instance, you can run pages through an online converter, or you could find a CMS that automatically publishes mobile-friendly pages.

The best landing pages are considered the best because they achieve one thing: converting visitors into leads. If they can manage that well, they need do nothing else. The flipside, of course, is that a landing page that’s not getting conversions is just digital dead weight.

In developing a company website, the key to success is identifying essential functionalities acquiring them as quickly and efficiently as possible. Usability, performance, and other technical factors are fundamental, but for business purposes, your site should also have workflow automation, social media integration, and similar functions.

Every so often we have clients requesting an update to their website based on some website grader or another. Now, this isn’t a problem in itself—such tools make it easier to improve websites. It does become a problem when you pursue a perfect score on these sites as an end in itself.

What I’d like to assert is that site evaluation tools, even and perhaps especially when combined, cannot recommend a perfect website. We could spend days, even weeks, implementing their recommendations—and racking up higher costs than you’d need to build a website from scratch—but it wouldn't guarantee traffic, conversions, or satisfied users. Instead, you should focus on users' experience of the website.