First and foremost, I would like to mention that a website plays an essential role when it comes to developing a personal and a professional brand. A website not only helps the company to stay competitive on the market and be successful, but also helps promote the brand and attract new audience. 

While it is important for the company to have a website, the way the website is set up is just as urgent. The website can make it or break it when it comes to the customers’ first impression as well as their perception of the brand. For example, if the website is confusing, hard to navigate or not interesting for the viewers, the brand awareness will automatically go down. With that being said, we, as marketers, need to understand the core basics of the website and do our best to create the best browsing experience for our customers. 

First of all, our website needs to be user friendly. It needs to not only be accessible, but also easy to navigate. The website needs to be available on all possible devices from desktops to cell phones. Especially now that technology has taken over our lives and about 90% of visitors find our website through their smartphone. We will simply loose audience if our site does not have appropriate visibility. Search Engine Optimization (SEO) is another key thing to pay attention to while designing the website. SEO will help our website to show up on the top of the search when the customers are looking for the product or service that we offer. It will help us build brand awareness and attract new audience while also promote our product. Content readability and branding of the website is just as important as the product or service that is promoted. If the customer is not able to find the information, he or she needs in order to convince him or her to move forward with the buying decision, the website is considered ineffective. We as creators need to make sure that all the information presented on the website is eye catching and easy to understand. That is the only way we will be able to get the most out of our site’s visitors. Last, but not least, we need to constantly monitor our website’s performance. We need to constantly grow and develop our brand if we want to be successful.

As I have mentioned in my previous articles, I work for Ralph Lauren Corporation. We have recently launched our website with product catalog fir online shopping. When the site first came out, we did not realize that it was for the “mobile access only”, therefore the shoppers were not able to access the catalog through their tablet or laptop. We realized that our website was not performing but could not figure out the reason why. A few weeks went by, and customers started reaching out to us saying that our website is not visible. We pointed the issue out to our IT team ad they were able to correct it in a split second. After that our website traffic has increased by 30% in a week and we have generated an extra $5,000 in sales from the virtual catalog. This is just one of the examples of how the monitoring and follow through can help us grow our brand and be successful in a long run. 

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