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How to Prepare Your Organization’s Website for 2015

To have a successful online marketing strategy in 2015, the first and most important place to begin is your company’s website because it is the embodiment of your digital presence. To help prepare your website for 2015, our team has put together five initiatives that will be instrumental to your online success.

1. Make the Switch to Responsive Design

If you haven’t made the switch to responsive design, now is the time. Mobile visitors to your website have the expectation that they can learn about the products or services your company offers in a user-friendly fashion. If upon entering your website, visitors are instead met with text that requires them to pinch and zoom, buttons that are too close together to tap with their finger, or limited functionality, your customers will become frustrated and likely move onto your competitors.

Additionally, Google and Bing now penalize websites that do not provide a positive mobile-experience for their users. In 2014, Google rolled out “Mobile-Friendly” labels and Bing, which also powers Yahoo search results, recently began providing unique search results based on the device being used. Our Tampa web design team predicts these ranking penalties to only grow in the coming year. So, if you rely on organic search in any capacity, failing to have a mobile-friendly website will affect your search visibility.

2. Increase Search Visibility

SEO is still the single most effective way to drive new traffic to your website, and to generate conversions. If you’re company does not currently have an SEO strategy in place and lacks search visibility, this may be one of the most important and rewarding strategic changes you can make to your website in 2015, combined with responsive design. Since mobile search is becoming so prominent and search engines are giving preference to mobile-friendly websites, having a responsive website is essential to a successful SEO strategy.

3. Update Your Website to Meet Customer Needs

The best way to meet your customers needs is by understanding them. You can do this by asking your customers for feedback and reviews, or distributing surveys. Then, based on the feedback you receive, create a customer persona. Think about the varying stages of your sales cycle from the initial research stages to converted customer. Take time to review your website through their eyes. What is important to them? What questions do they need answers to? If they’re an existing customer, can they easily access answers to common questions, as well as great customer support? If their researching your company for the first time, is credibility established, is your unique selling proposition highlighted, and are their pain points addressed?

Once you have a good grasp on the information that matters to your customers, tailor your message and package it in a professional design.

4. Tailor Your Message

The content on your website should explain to your customers who you are, what you do, and how you can meet their needs. Keep your content fresh and engaging by listening to your customers. What questions are asked at initial meetings or at the point of purchase? What are your customers saying on social media and online forums? The pain points and feedback derived from the people who use your services or products will give you direct insight into what matters most to them. Content is all about tailored experiences. The more you can focus your message, the better the chance your customers will listen.

5. Know Where Your Traffic is Coming From

If you don’t have Google Analytics installed on your website, you are missing out on insightful customer behavior data. Once you know where your traffic comes from and how visitors engage with your website, you can evaluate the success and failures of your current online marketing efforts, and also gain a better understanding of the intention behind website visits. For example, if you own an architectural firm and you see that half of your traffic is resulting from searches for residential architects and one-third of that is coming from mobile devices, you can increase engagement and conversions by having a mobile-friendly website with a strong emphasis on the specific needs of both home builders and prospective home buyers who are looking to hire an architectural firm that specializes in residential architecture.

To learn more about Leverage Digital, a web design company in Tampa, please call us today at (866) 611-6267 or submit our consultation request form.

Bing Ranks Mobile-Friendly Sites Higher on Mobile Search

As a web design company in Tampa, we can confirm that having a mobile-friendly website can have a direct and substantial impact on an organization’s revenue. This should be reason enough to update your existing website if it is not designed with mobile use in mind, but now major search engines are giving businesses another incentive to develop an online presence that is in-line with consumer behavior, increased rankings. Bing, which also powers Yahoo, represents 29% of the search market industry, and sees 5.2 billion searches each month, recently made a big announcement in regards to mobile rankings. The first part of their announcement that was published to Bing’s official blog last month outlines the company’s ever-changing “relationship” with mobile. They began by saying how search results across desktop, tablet, and smartphone devices were the same in the past, but because as they state, “we live in a mobile-first, cloud-first world and we need to think about our users’ search experience on mobile devices differently.”

Why the Change? User-Experience.

If you’re wondering why this major change to Bing’s search algorithm happened, it can be explained in one word, user-experience. Bing identified, one, that mobile use is rising exponentially each year, and two, users are frustrated when they find search results that either don’t work because they use mobile-incompatible software like Adobe Flash or make it impossible to read and perform functions because text and links are too small. Bing’s solution the to changes in how people access information is to provide users with unique results based off the device they are using to perform a search. So, when a search is performed on a mobile device, mobile-friendly websites are given priority and rank higher than sites that are not mobile-friendly. This is big news for organizations that rely on search traffic to bring in new business, and can have a tangible negative impact on revenue if mobile rankings are lost for lack of a mobile-friendly website. It is important to keep in mind that two unique search results presents more work and more cost for Bing. So, for now they are crawling websites differently, but this might not always be the case and companies that do not embrace mobile could be completely removed from all search rankings in the near future.

How Bing Determines Mobile Rankings

1. Identifies and classifies mobile and device-friendly web pages and websites
2. Analyzes web documents from a mobile point-of-view by looking at: content compatibility and content readability
3. Mobile functionality (to weed out “junk”, that is pages that are 404 on mobile or Flash only etc.)
4. Returns more mobile-friendly URLs to the mobile SERP
5. Ranks the results pages based on all of the above

Bing Recommends Responsive Design

Mobile is not a growing trend, it is here now, and while it may have been easy to ignore the necessity of making the jump to a mobile-friendly website before, now there are real financial implications that will result from search engines removing listings that provide a negative user-experience. Another important consideration results from whether it is better to choose a unique mobile website or a responsive website that adapts to users’ screen sizes. For this question, Bing states, “we continue to recommend you use responsive designs over separate mobile (m.*) sites and ensure a great experience for users on all devices and avoid compatibility, readability, and functionality issues.”

If your organization does not have a mobile-friendly website, as a Tampa web design company that specializes in responsive design, we cannot stress enough the importance of making the change and redesigning your website to create a positive website experience for mobile visitors.

Does your organization need a mobile-friendly website? Please call us today at (866) 611-6267 or submit our consultation request form.

How to Earn Google’s Mobile Seal of Approval

Google Adds “Mobile-Friendly” Label to Search Results

As a web design company in Tampa, we see first hand how mobile user-behavior is completely changing the way businesses communicate with their customers. Because of this, we can not stress enough that if your company has not taken steps to create a positive user-experience for mobile users, you are losing out on potential customers.

There are endless statistics that our Tampa website design team could highlight from mobile use and website traffic studies, but we are able draw from our own clients’ websites, which on average currently receive 30-35% of website traffic from mobile devices. In other words, roughly one-third of people visiting our client’s websites are on a smartphone or tablet. These visits equate to dollars, and with recent changes to Google’s search results, there are even more added benefits to having a mobile-friendly website. Starting last month, Google began adding “Mobile-Friendly” labels in the search results that identify if a website is optimized for mobile devices. This comes after they began adding warnings for websites that incorporate Flash: “Uses Flash. May not work on your device.”

To see if your website can pass the test and earn the coveted mobile seal of approval from Google, take Google’s Mobile-Friendly Test.

Google’s Mobile Criteria

So how does Google determine if a website is mobile friendly? Well, for starters they make sure that mobile incompatible software, like Flash is not utilized anywhere on your website. Then, it’s all about the content experience. Users should be able to easily read text from their phone without having to zoom in or scroll horizontally. This also goes for images and videos. All content on your website should adapt to the screen size of the device. The next thing Google looks for is link placement. All links should be far enough apart, so users can easily tap on the one they want.

To reiterate the criteria:

1. Your website should use mobile friendly software.

2. Text should be easily read without scrolling horizontally or zooming.

3. Links should be placed far enough apart for users to easily tap the correct one.

Your website is a direct reflection of your company, make sure yours is sending the right message to your current and future customers. If you haven’t made the leap towards mobile, and have question about how to make your website for mobile-friendly, our Tampa web design team is happy to provide you with answers and help you create a better, more enjoyable user-experience for your customers.

If your organization’s website is not mobile-friendly, please call us today at (866) 611-6267 or submit our consultation request form.

Leverage Digital Wins 2014 Davey Award For Web Design

TAMPA, FLA. (November 6, 2014) – Tampa Bay web design and digital marketing agency, Leverage Digital earns a Silver Award in the 2014 Davey Awards for web design. This is Leverage Digital’s second award for web design in 2014, previously winning a W3 Award.

The Davey Awards focus on recognizing top creative work from the best small firms around the world. The awards are sanctioned and judged by the Academy of Interactive and Visual Arts (AIVA), which is an invitation-only body consisting of 600+ renowned professionals in the visual arts community. With nearly 4,000 entries, winners are judged based on a standard of excellence as determined by the AIVA.

“This year’s Davey Award winners truly embody the idea of small firms with big ideas. The work entered into this year’s competition reflects a smart approach to creativity that highlights the capabilities and talents of small agencies worldwide” noted Linda Day, Executive Director of the Davey Awards. She added, “On behalf of the Davey Awards and the Academy, we applaud this year’s entrants and winners for their dedication and commitment to perfecting their craft. Congratulations once again for a job well done.”

About The Davey Awards

The Davey Awards exclusively honor the “Davids” of creativity, the finest small firms, agencies and companies in the world. David defeated the giant Goliath with a big idea and a little rock – the sort of thing small firms do each year. The annual International Davey Awards honors the achievements of the “Creative Davids” who derive their strength from big ideas, rather than big budgets. The Davey Awards is the leading awards competition specifically for smaller firms, where firms compete with their peers to win the recognition they deserve. For more information, please visit www.daveyawards.com.

About Leverage Digital

Since 2008, it has been Leverage Digital’s mission to build lasting client relationships through open communication, professionalism, exemplary service, and most importantly, results. Through the use of state-of-the-art technology and the latest digital marketing techniques, Leverage Digital is committed to implementing results-oriented web development and online marketing strategies that exceed their clients’ offline objectives.

Leverage Digital Wins 9th Annual W3 Silver Award For Web Design

TAMPA, FLA. (September 24, 2014) – Tampa Bay web design and digital marketing agency, Leverage Digital received the Silver Award in the 9th annual W3 Awards. The annual competition is the first major web competition of its kind, developed to recognize top marketing agencies and design professionals for their creativity on the web. The awards are sanctioned and judged by the Academy of Interactive and Visual Arts (AIVA), which is an invitation-only body consisting of renowned professionals in media, interactive, advertising, and marketing.

Leverage Digital submitted the http://lvrg.io/demo/leverage website into the professional services category of the competition. The website was then selected from the over 4,000 entries submitted by ad agencies, public relations firms, interactive agencies, and graphic designers around the world. Websites chosen as winners are judged based on a standard of excellence as determined by the AIVA.

“We were once again amazed with the high level of execution and creativity represented within this year’s group of entrants. Our winners continue to find innovative and forward-thinking ways to push the boundaries of creativity in web design” said Linda Day, the director of the Academy of Interactive and Visual Arts. “On behalf of the entire Academy, a huge congratulations to this year’s winners for their dedication and commitment to excellence on the Web – job well done!”

About Leverage Digital Media

Since 2008, Leverage Digital, a digital marketing agency headquartered in Tampa, Florida, has set out to build lasting client relationships through open communication, professionalism, exemplary service, and results. To meet the online marketing initiatives of clients ranging from startups to Inc. 500 companies, Leverage Digital uses state-of-the-art technology and the latest techniques in digital marketing. The firm’s clients span across the U.S. and in industries ranging from, but not limited to engineering, legal, construction, real estate, health care, finance, human resources, and more.

About W3 Awards

The W3 Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning websites, web video and online marketing programs. Simply put, the W3 is the first major web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between. Small firms are as likely to win as Fortune 500 companies and international agencies.

The W3 Awards is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising, and marketing firms.

For more information about the W3 Awards, please visit http://www.w3award.com.

Leverage Digital Wins 9th Annual W3 Silver Award For Web Design

TAMPA, FLA. (September 24, 2014) – Web design and digital marketing agency, Leverage Digital receives the Silver Award for the LeverageDigital.com website in the 9th Annual W3 Awards. The annual competition recognizes top marketing agencies and design professionals for their creativity on the web. The awards are sanctioned and judged by the Academy of Interactive and Visual Arts (AIVA), which is an invitation-only body consisting of renowned media, advertising, and marketing professionals from highly regarded organizations such as Yahoo, Disney, HBO, Brandweek, MTV, and Microsoft.

Entries are judged based on a standard of excellence as determined by the AIVA. Over 4,000 entries were submitted by some of the best agencies and design professionals in the world, according to a W3 press release announcing the 2014 award recipients.

“We were once again amazed with the high level of execution and creativity represented within this year’s group of entrants. Our winners continue to find innovative and forward-thinking ways to push the boundaries of creativity in web design” said Linda Day, the director of the Academy of Interactive and Visual Arts. “On behalf of the entire Academy, a huge congratulations to this year’s winners for their dedication and commitment to excellence on the Web – job well done!”

About W3 Awards

The W3 Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning websites, web video and online marketing programs. The W3 Awards is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising, and marketing firms. For more information about the W3 Awards, please visit http://www.w3award.com.

About Leverage Digital

Since 2008, it has been Leverage Digital’s mission to build lasting client relationships through open communication, professionalism, exemplary service, and most importantly, results. Through the use of state-of-the-art technology and the latest digital marketing techniques, Leverage Digital is committed to implementing results-oriented web development and online marketing strategies that exceed their clients’ offline objectives.

Leverage Digital Launches MDS Painting Website Redesign

About MDS Painting

MDS Painting was founded in 2009 with the goal of providing premiere residential and commercial painting services to homeowners, property managers, and builders throughout Tampa Bay. MDS Painting partnered with Leverage Digital to develop a professional website that would achieve the following objectives:

Objective 1: Distinguish MDS Painting from competitors

Solution: To distinguish MDS Painting from their competition, we designed a clean, user-friendly interface with an intuitive navigation structure that provides both a great first impression and user-experience to prospective customers. We incorporated a homepage slider to showcase MDS Painting’s capabilities and strategically placed testimonials to promote MDS Painting’s solid track record and credibility, further distinguishing them from the competition.

Objective 2: Provide a seamless cross-device, user-experience

Solution: MDS Painting understood the necessity for their customers to be able to access their website from desktops, tablets, and smartphones. So, we created a website that adapts to all of these devices, allowing for a seamless cross-device user-experience.

Objective 3: Communicate effectively to multiple customer segments

Solution: MDS Painting provides painting services to varied types of clientele, including homeowners, property managers, and builders. For the website to communicate effectively to these very different segments, our team identified the specific needs of each segment, and created content that catered to them. The content was then organized to intuitively guide visitors to the information that is relevant to them. Homepage feature boxes and dynamic drop-down navigation was used to further improve the accessibility of the segmented content.

Objective 4: Generate new business

Solution: MDS Painting wanted a website that not only represented their brand well and reinforced credibility, but also wanted a website that would generate new business. As a result, we created a user workflow that guides prospective customers strategically through the site, builds value in MDS Painting’s services along the way, and ultimately drives them to take action. Strategy placed calls-to-action and a user-friendly quote request form are used to facilitate the lead generation process.

The MDS Painting website can be viewed at http://mdspaintingco.com/.

Testimonial

“Our website design with Leverage Digital was a great experience all around. They were a pleasure to work with throughout the entire process. From our initial consultation to the day our site went live, I knew I was working with a professional team that truly cared about the end product. I plan to work with them again and would gladly refer them to friends and colleagues.” – Michael Smith / Owner

How Do You Know If It’s Time For a New Website?

Your website is one of the key elements of your brand. It can often separate you from the competition, and make the difference between whether or not you gain a new customer. In managing the daily operations of your business, however, it is easy to overlook this important aspect of your brand, and as your business, technology, and customer expectations evolve, so must your website.

As Tampa web design specialists, we recommend asking yourself the following six questions to help determine if it is time for a new website.

1. Does your website align with marketing objectives?

All marketing initiatives intentionally or unintentionally lead back to your website. So, you must ask yourself, are the objectives I am trying to achieve with my marketing efforts strengthened when a prospect finds my website? The answer to this question could be “no” for a number of reasons. For instance, an outdated design, unfocused and unorganized content, broken links, or a website that is incompatible with mobile devices all lead to potential issues with the perception of your brand, and in turn, hinder your marketing efforts.

2. Is your website mobile-friendly?

Is your website mobile friendly? If not, it should be. Mobile usage is increasing globally as people are becoming more and more accustomed to using their smartphones and tablets to search for information online. Your customers are going to visit your website from a mobile device, so it is crucial that your website provides a positive mobile user experience.

3. Can visitors easily find information on your website?

Information hidden deep within your website because of a confusing navigation structure is a surefire way to frustrate your customers and lose business to your competitors. If you constantly receive feedback asking for information that is already available on the website, this may be an indication that the content is not organized in a way that makes it easy for your customers to find what they’re looking for.

4. Is your website compatible with the latest browsers?

Customers will visit your website using a number of different browsers, such as Mozilla Firefox, Google Chrome, or Safari. As these browsers update over time, compatibility issues may occur, causing broken links, slow page load times, and a number of other potential issues that will create a negative user experience. If your current website is not compatible with current web browsers, this is another indication that it’s time to update your current website.

5. Are you able to easily update the website’s information in-house?

Outdated information on your website is detrimental to your credibility. If your business does not have the ability to easily update information in-house, creating a new website on a content management system is an excellent solution. A content management system gives you the ability to add information, update projects, and add company news with little to no technical expertise.

6. Have you redesigned your website in the last five years?

Web design standards and technology are constantly evolving to create a better user experience for website visitors. These standards often relate to the aesthetics, functionality, and usability of your website. Today’s standards use a clean, minimalist approach, strategically designed to accommodate the way users interact with a website across different devices.

Conclusion

Much like your company, website technology and design standards are constantly evolving. To adapt to these changes, it is important to view your company’s website as a dynamic part of your brand that should be regularly updated to meet your customers’ expectations. If you answered no to any of the questions about your current website, we recommend consulting with a knowledgeable Tampa web design company.

For more information regarding custom web development services, please call us at (866) 611-6267 or submit our contact request form.

A Societal Shift Towards Smartphones & What It Means For Your Business

It’s time to shift thinking away from the idea that smartphone usage is only for people on the go. In today’s reality, the relationship between consumers and their smartphones expands far beyond a means to find a location, send a text, or make a call. In a 2013 mobile consumer survey by Google, 58% of smartphone users stated that they use their device to stay informed by reviewing websites, products, and news online, and 82% stated they use their device to casually browse the internet. Social patterns and behaviors have shifted and every aspect of people’s lives are integrated with their smartphone in hand.

With this evolution in behavior, a societal expectation has emerged. Consumers expect the ability to access online information from anywhere and at any time with the same user experience across all devices. To sum up their survey findings, Google states, “Having a mobile-optimised site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase.”

What does this mean for your business?

Your Brand Must Be Mobile

For starters, it is a necessity to embrace mobile and cater to your mobile customers. Whether it be through a mobile-friendly website, a mobile app, or a combination of both, your brand should be able to connect with your audience through their mobile devices. If that communication channel is disrupted, brand perception suffers, because it sends a message that says, “I am out of tune or don’t care about the needs of my customers.”

Your Sales Strategy Must Be Mobile

By building sales strategies around smartphone usage, you will see an increase in mobile conversions. In the aforementioned Google consumer survey, 46% of smartphone users stated that they made a purchase directly from their device, and of those, 60% make at least one smartphone purchase every month. The survey also shows that 38% of smartphone users made an offline purchase as a result of preliminary research performed on their smartphone.

Conclusion

Technology is advancing at a rapid pace, and it is important for your business to stay current with these changes or run the risk of alienating prospective customers. If you don’t have the time, capabilities, or desire to develop a mobile strategy in-house, consult with a Tampa web design company that specializes in mobile. Mobile is not a thing of the future. Consumer behavior is changing now, and smartphones are at the center of this societal shift.

Download the entire Google mobile consumer survey.

For more information regarding how to develop a successful mobile strategy, please call (866) 611-6267 or submit our consultation request form.