Proven Methods work better than guessing

While it is true that every business lives in a unique environment, there are some fundamental rules that most web users will respond to, and ultimately help to make a company's web presence a success. One of the most powerful things about the web is the ability to track a user's interactions so that adjustments can be made quickly to ensure a successful website, but it’s better to start with a strong foundation than to just go out and guess.

In the more than 25 years that RYNO has been in business, certain patterns and trends have been identified that help a company's website start off on strong footing and return real results for the business. Every website will requires some adjustments to match the market's needs, a strong starting position can mean the difference between success and failure.

Never put the cart before the horse.

At the end of the day, online business is still business. A solid strategy is essential to reaching goals. Many web practitioners and media outlets that cover the digital space focus on tactics like Facebook, Twitter and the next shinny object of the moment, but these are tools and tactics. Without a solid strategy, these tools can drain time, energy and money without producing results.

The first step in a successful website is the same as the first step in successful business: developing a strong strategy based on the needs and wants of a target market. RYNO starts every project by first understanding the business, its revenue model and it differentiating points before a single pixel is designed. Without this knowledge a great looking website that does nothing for the business is the most likely outcome. Strategy first.

Every design element, color, tool, technology and program is based on the understanding of the strategy, and how each piece can help to achieve it's part of the master plan.

Result-driven discussions

After a good strategy is identified, the architecture of the site is planned to facilitate the interaction needed for both the website user and the company to reach their goals. In the past, a brochure alone would never sell a product. It was part of a sales process and acted as a supporting role. Online, a brochure style website alone will not sell either. The interaction and features of a site have to be clear and simple for users to interact with and lead them to the next step of sales process. The key is to ensure that both the company and the user both receive value from the interaction, and that the interaction leaves a good impression of the brand, and moves the qualified customer further into the sales funnel. Each step should be planned to meet both parties needs.

Don’t forget the brand

The design of a website from its colors to its layout should be created to strengthen the brand. Brands are just as important now as they were before the internet, if not more so. There is more competition than ever, so the brand is the clearest way for clients to differentiate between competing companies and build an emotional connection with them. Design and layout is something that needs to be planned based on the brand and its intended purpose, not because the webmaster likes blue.

The design of a site is for the user to interact with, and reinforce the brand image. Any other reason is vanity, and that has never played well in the eyes of the customer. There is a time to be artistic and on-the-edge, and there are times and places in a web design to stick to conventions that users are already familiar with. If this is done incorrectly, then the resulting website will do little more than frustrate customers and send them over to the competition.

The real work begins after the site launches.

The reason the web is the most powerful marketing channel is due its ability to collect data. There is an old advertising saying, “Half of my advertising is waisted. I just don't know which half.” Those days are over! After a website launches, the real work starts.

When a website receives traffic, the user interaction can been tracked. This data can tell website owners where the users come from, what they are looking at and how engaged they are with the site. This data can be analyzed to increase the effectiveness of the online advertising tactics, and how to change the website to make if more effective. Markets change over time, and without watching and analyzing this data, then a website will eventually become irrelevant and stop providing value to the company and customers. When this data is analyzed and changes are made to the site based on the numbers, then the website provides more value as time goes on and increases the Return on Investment to the business. The website users also get a better website over time, creating a reenforcing value cycle that leads to more customers and better conversion rates for the business. Done right, this process will continually provide more value for both the company and its customers. This is where online success really comes from.

When your site is designed and goes live online, RYNO will stick around to make sure the site works, and make adjustments to make sure it works better. RYNO believes in long term relationships with clients, and that can only be achieved by making sure that your website continues to work for you. We won't leave you when the site goes live. We know thats when the real work starts.