The Role That Digital Agencies Play In The Success Of A Website Is Evolving

For websites, and therefore businesses, to succeed at a time of great commercial pressure, digital agencies need to engage with a website’s online marketing as much as with its design and build.

Put on a show

Building a website is like putting on a show; you have to build the set, design the lighting and cast the products – every aspect of the show is key to its eventual success. Opening night is approaching and your website is going online ...but will anyone come?

No theatrical producer would put on a show without thinking about the marketing and no website should ever be online in the hope that now it’s there for all to see, people will naturally visit – because they won’t. The evolving role of a top ecommerce digital agency is to construct a website that is finely tuned to attract traffic and then to act as a herdsman and drive the customers towards the website.

That is a crude analogy but an accurate one although perhaps a better one is to describe a website as a light at night that wants to attract moths but cannot because the bulb is too dim. A good London digital agency will know how to brighten that bulb by ensuring that the website is fully search engine optimised. The better your search engine optimisation the more moths you will attract. When the moths do arrive, you want to turn them into buying customers and the best way to achieve that is to have a website that is well-branded, easy to navigate, has easy to locate contact details, a simple checkout procedure and, most important of all, products that people want to buy, at competitive prices.

Today, at the start of London’s Olympic year, every good ecommerce agency in London will be talking to its clients about how their websites can attract more visitors and convert visitors into paying customers. There are a number of key methods of attracting customers but the most fundamental route is via the world’s leading search engine – Google. Every organisation wants to be up high in the free search rankings as that adds credibility to their services – and the way to achieve it is through onsite Search Engine Optimisation and offsite SEO within articles and blogs. Of course, it is possible through Pay Per Click to feature in the sponsored links on the search pages but customers, for some reason, are more suspicious of companies paying Google or Yahoo for attention than they are in organisations that just happen to feature in the generic listings.

Ultimately, whatever methods are deployed for attracting traffic they usually involve Google in one way or another. Further methods for developing traffic include working the social network websites such as Facebook, Twitter and LinkedIn; placing Ads on complementary websites through Google’s AdSense, or via other affiliate marketing routes; setting up multiple domains and websites to attract traffic searching for a variety of products, or information, and, thereby, creating inbound links to your central website; and promoting your organisation by writing articles and blogs that appear on specific article or PR websites such as Ezine, Squidoo, Hub and iNewswire.

Ultimately, the key to success in all you write online is to utilise keywords that have been properly researched and analysed by your London ecommerce digital agency so that everything that you write online, whether it is your own website body copy, info propagated by Facebook and Twitter, or within onsite or offsite blogs and articles, is fully search engine optimised. Keywords are definitely the key to online success.