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At L.A. Management Company we believe in a “Holistic Approach” to web site development. You can no longer just build a web site and hope to be successful on the Internet. You need a comprehensive strategy that keeps up with the competition and improves your visibility. Your web site strategy also needs to be more interactive with your audience and content needs to be constantly evolving.
Components of a Holistic Approach include the following:
Web Development
- You need to begin with assimilating your brand across all communication platforms and that when someone visits your web site the look and feel quickly communicates your brand.
- Navigation and usability need to be carefully planned so that visitors can find the information they are looking for. You also need the programming ability to deliver a smooth and seamless experience for your visitors.
- Conversion or data capture capabilities need to be built-in so visitors don’t just use your site as a source and then move on.
- Ongoing evolution of your web site needs to be calculated into your plan, whether you move on and change to a new platform overtime or build your site on a platform that is expandable and easy to keep current as business growth, applications and technology change the requirements of what your web site should be and how it delivers communication to your clients.
Content Development
- Good copywriting is at the core off all content development. If you do not have established content or have no one in-house who can provide this service you need to hire a professional copy writer with search engine optimization (SEO) experience to develop effective, compelling content that is rich in appropriate keywords while still communicating your message in a clear and concise manner.
- Photography should be professional and whenever possible personalized to your business. Professional headshots or personnel, facilities and products help connect your clients to your business.
- Video content is exploding on the Internet and is the easiest and most effective way to communicate your value and demonstrate your products. With the advent of YouTube and other video distribution sites you can have a broadcast channel to your clients.
Web Site Marketing
- Every web site requires at least basic SEO practices to assure visibility across the various search engines. Organic SEO positioning of your web site for major keyword searches is free and raises your web sites visibility and authority over your competition.
- Search Engine Marketing (SEM) is the paid placement of ads or “sponsored links” on search engines and other online advertising channels for specific keywords or phrases. The managing of these campaigns can be difficult and costly. An experienced online marketing firm can significantly increase your effectiveness and ROI.
- Social Media is the fastest growing segment of the Internet and includes content distribution, interactive discussions, audio and video. The community aspects of social media and the ability to communicate to an audience of like minded individuals and groups makes social media an unavoidable component to any holistic online marketing campaign.
In Summary
A holistic approach to your web site development requires an ongoing, flexible and evolving platform and strategy. There are multiple components to manage and update. Whenever possible you should be directly engaged in the process. Sites with content management systems (CMS) help empower the non-technical user to update their web site and interact with visitors to the site and social media pages.
As your business and online profile grows you need to have a team of professionals that work in concert to make sure your stay up to date, deliver your message effectively and maximize return on your marketing dollars.
There is no place where opportunity is so great to reach a large audience on an affordable budget. You just need to properly plan and bring together a team of experienced professionals to assure that you take advantage of this opportunity rather than squandering the opportunity to your competition.
