Category: Web Design

The Power of Landing Pages: Unlocking the Full Potential of Your Website

How does your website measure up?

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When it comes to creating a successful online presence, landing pages play a pivotal role. These unassuming web pages hold the key to converting visitors into valuable leads or customers. In this blog post, we’ll explore the importance of landing pages on your website and how they can help you achieve your business objectives.

What is a Landing Page?

A landing page is a single web page with a clear and focused purpose: to prompt visitors to take a specific action. Unlike the homepage, which serves as a general introduction to your brand, landing pages are designed to capture leads, drive sales, promote products, or gather crucial data from potential customers. They are typically used in conjunction with marketing campaigns and are tailored to match the campaign’s messaging, ensuring a consistent user experience.

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Capturing Leads and Conversions:

The primary goal of any landing page is to generate leads and boost conversions. By directing traffic from social media, search engines, or email marketing campaigns to a targeted landing page, you increase the likelihood of visitors engaging with your brand and taking the desired action. An effective landing page is designed to minimize distractions, present a compelling offer, and guide visitors toward a conversion funnel.

There are various types of landing pages. Here are some examples of various types of landing pages:

  • Product Launch Landing Page: This type of landing page is used to introduce a new product or service. It often includes compelling visuals, key product features, and a prominent CTA to encourage visitors to sign up or make a purchase.
  • Lead Generation Landing Page: This landing page is focused on collecting user information, such as names and email addresses, in exchange for something of value, like a free ebook, webinar registration, or access to exclusive content.
  • Webinar Registration Landing Page: This landing page is designed to promote and gather registrations for a live or recorded webinar. It highlights the webinar’s topic, date, time, and the benefits of attending.
  • E-book Download Landing Page: This type of landing page offers visitors a free or paid downloadable e-book. It outlines the book’s content and uses persuasive copy to encourage visitors to download it.
  • App Download Landing Page: Used for mobile apps, this landing page showcases the app’s features, benefits, and user reviews. It provides direct links to download the app from app stores.
  • Event Registration Landing Page: This landing page promotes an event and encourages visitors to register. It includes event details, agenda, guest speakers, and a straightforward registration form.
  • Pre-launch Waiting List Landing Page: When a product or service is not yet available, this landing page creates anticipation by inviting visitors to join a waiting list. It often promises exclusive early access or benefits.
  • Limited-time Offer Landing Page: This landing page promotes a limited-time discount or special offer to create a sense of urgency and encourage immediate action.

Remember, the effectiveness of a landing page depends on various factors, like a compelling headline, persuasive copy, clear CTA, eye-catching visuals, and a user-friendly design. Always ensure that your landing pages align with your marketing goals and provide a seamless user experience.

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Focused Marketing and Audience Segmentation:

Landing pages enable you to target specific audiences with tailored messages, addressing their pain points and offering solutions that resonate with them. By segmenting your audience based on demographics, interests, or behaviors, you can create multiple landing pages for different groups, leading to higher engagement and more conversions. This personalized approach instills confidence in your visitors that your brand understands their needs.

Improved User Experience:

When visitors arrive on your website through various channels, they want to find what they are looking for quickly and easily. Landing pages offer a seamless user experience, eliminating the need to navigate through the entire website to find relevant information. With a well-designed landing page, users can access the information they seek effortlessly, enhancing their overall satisfaction with your brand.

Data and Insights:

An essential aspect of any marketing strategy is data collection and analysis. Landing pages help gather valuable data about your audience’s preferences, behavior, and interactions. By tracking metrics such as click-through rates, bounce rates, and conversion rates, you gain insights into the effectiveness of your marketing efforts. This information allows you to refine your strategies, optimize your campaigns, and continuously improve the performance of your landing pages.

A/B Testing and Optimization:

Landing pages offer a perfect canvas for A/B testing, where you can experiment with different elements like headlines, calls-to-action, images, and forms. By comparing the performance of different variations, you can identify what resonates best with your audience and refine your landing pages accordingly. Continuous optimization ensures that your pages remain relevant and impactful, leading to higher conversion rates over time.

In today’s competitive digital landscape, a well-crafted landing page is the key to unlocking the full potential of your website. By strategically using landing pages, you can capture leads, drive conversions, and gain invaluable insights into your audience. Remember to keep your landing pages focused, visually appealing, and aligned with your marketing campaigns to achieve the best results. So, go ahead and harness the power of landing pages to propel your business toward success.

Looking for a website design company to handle your landing pages?

Perfexion, Inc. is a full-service, award-winning website design firm servicing the Greater Philadelphia market. We have helped hundreds of small to medium-sized businesses propel their digital presence and increase conversions with high-performing websites. Our design experts use a collaborative approach to creation and design for optimal form and function. When you need a dynamic website that converts prospects into clients – look no further than Perfexion!

Contact us today for your free website and landing page consultation with Perfexion, Inc.

Website: pfxn.com
Email: hello@pfxn.com
Call: 610-783-7660
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How to Select the Right Web Design Company

Follow these tips to find the right website design firm to design for your next website project.

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In today’s digital age, having a website for your business is a must. It’s a powerful marketing tool that helps businesses reach their target audience, showcase their products or services, and establish their brand identity. However, creating a website that accurately reflects your business, meets your customers’ needs, and aligns with your goals can be challenging. This is where hiring a professional web design company can help. But with so many options available, choosing the right one for your business can be tough. Below are key factors when choosing the right company to design your website.

Determine your goals and needs.

Before beginning your search for a website design company, you should clearly know what you want to achieve with your website. Lay out your goals, objectives, and requirements so that you can effectively communicate them to potential website design companies.

Look at their portfolio.

A good web design company will have a portfolio of their previous work available on their website. This is a great way to assess their skills, creativity, and design style. Look for websites that are similar to what you want for your business. Check out the user experience, design, and functionality of these websites. If you like what you see, it’s a good sign that the web design company can deliver a website that aligns with your expectations.

Check their references and read reviews and testimonials.

Checking their references before hiring a web design company is a good idea. Reach out to their past clients and ask them about their experience working with the company. Did they deliver the project on time? Were they responsive to their needs? Was the final product what they expected? You want to ensure you are working with a reliable and trustworthy company with a track record of delivering quality work.

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Evaluate their expertise.

Not all web design companies are created equal. Some specialize in creating websites for a particular industry or niche, while others offer a broad range of services. Before hiring a web design company, ensure they have experience designing websites for your industry or niche. They should also have the technical expertise to implement the features and functionality you need for your website. You can ask them about their experience with website builders like WordPress, Wix, and Squarespace or coding languages like HTML, CSS, and JavaScript.

Consider their communication skills.

Effective communication is crucial when working with a web design company. You want a responsive company that listens to your needs and keeps you informed throughout the design process. When you first reach out to a company, pay attention to how they communicate with you. Do they respond promptly? Do they ask questions to understand your business and website goals? Do they explain their design process and timeline clearly? If they can communicate effectively, it’s a good sign that they can work collaboratively with you to create a website that meets your needs.

Ask about their process.

Have them explain their process for a new website design. Ask them how they gather their information, create design concepts, and implement changes. How many modifications can you make once a draft is accessible? What is the estimated time frame from conception to completion for this project? Knowing these answers will allow you to evaluate whether the website design firm is right for your project.

Look at their pricing.

The cost of web design services varies depending on the company you choose, the complexity of your website, and the features and functionality you need. Some web design companies charge a flat fee, while others charge by the hour. Make sure you understand their pricing structure and what is included in their services. You don’t want to be surprised by unexpected fees later on. A reputable web design company will provide you with a clear and transparent pricing structure upfront. It’s good to remember that your website is an invaluable asset to your business. When selecting the right website design company, while the price is important, make sure the company has a proven track record and understands the importance of conversions. Sometimes, getting the best “deal” on a website will cost more eventually.

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Consider their after-sales support.

A good web design company will provide after-sales support to ensure your website runs smoothly and stays up to date. Ask the company about their after-sales support and maintenance services. Will they provide updates and security patches? Do they offer website hosting? Will they help you with website backups and data recovery? What about regular SEO updates and integrations? A reliable web design company should provide ongoing support to ensure your website remains secure and functional.

They are in the know about the latest trends.

In order to be a great website design firm, you must be abreast of the latest design trends, technology advancements, and integrated features to be user-friendly and convert potential shoppers into paying customers. Look for a company that maintains consistent training and education on the ever-evolving industry and is versed in the newest trends, elements that will convert, and fads to stay away from.

Trust your instincts

Finally, trust your instincts when choosing a web design company. If you feel comfortable working with them and have demonstrated expertise, experience, and excellent communication skills, then they might be the right choice for your business. Remember that you will be working with them for a long time. The relationship with your web design company is like an employee. They become part of the business; you need to feel that they truly understand your culture and fit in like a core team member.

Perfexion Inc Philadelphia Web & SEO Marketing Services
Looking for a website design company to handle your website project?

Perfexion, Inc. is a full-service, award-winning website design firm servicing the Greater Philadelphia market. We have helped hundreds of small to medium-sized businesses propel their digital presence and increase conversions with high-performing websites. Our design experts use a collaborative approach to creation and design for optimal form and function. When you need a dynamic website that converts prospects into clients – look no further than Perfexion!

Contact us today for your free website design consultation with Perfexion, Inc.

Website: pfxn.com
Email: hello@pfxn.com
Call: 610-783-7660
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Is your website user-friendly?

Why it’s important that your website is user-friendly to increase sales and grow your presence online.

As more people move to shop and research companies online, having a user-friendly website is becoming increasingly important. A user-friendly website is one that is easy to navigate, provides clear information, and is visually appealing. In this blog, we will discuss why having a user-friendly website is so important for your business.

First impressions matter

Your website is often the first point of contact that potential customers have with your business. No longer are people writing down phone numbers to connect with you. In fact, 76% of people look at the online presence of a company before ever engaging with them. As such, it is essential that your website makes a good first impression. A user-friendly website that is easy to navigate and visually appealing will give potential customers a positive impression of your business.

On the other hand, a website that is cluttered, difficult to navigate, or unappealing can turn potential customers away. They may assume that your business is unprofessional, or they may simply find it too frustrating to use your website and look elsewhere. Remember, this will be 76% of your potential customer base’s first impression of you – now is not the time to scrimp.

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Increased conversions

A user-friendly website can also increase conversions. When your website is easy to navigate and provides clear information, potential customers are more likely to convert into paying customers. This is because they feel more confident in your business and more comfortable making a purchase. Think of it as welcoming a visitor into your home. If your home is neat and tidy, clean and welcoming, chances are your guest will feel more comfortable and at ease.

Conversely, a website that is difficult to use or confusing can lead to lost sales. Potential customers may become frustrated and give up, or they may choose to buy from a competitor who has a more user-friendly website. In the home analogy, if your house is dusty, dank, piled with miscellaneous belongings, and in disarray, your guest will most likely feel uncomfortable, distracted, and uneasy.

Your website should be viewed the same as if a customer were to walk into your business in person. Warm, welcoming, and easy to work with.

Better search engine rankings

Search engine optimization (SEO) is the practice of optimizing your website to rank higher in search engine results pages (SERPs). A user-friendly website can improve your SEO efforts and help your business rank higher in search results.

Search engines like Google prioritize websites that are easy to use and provide a good user experience. This is because they want to provide their users with the best possible search results. By creating a user-friendly website, you can improve your chances of ranking higher in search results and attracting more traffic to your site.

Improved customer satisfaction

A user-friendly website can also improve customer satisfaction. When your website is easy to use, potential customers are more likely to find the information they need and have a positive experience with your business. This can lead to increased customer loyalty and repeat business. This can also aid in more positive online reviews elevating your online presence and attracting more potential customers to your business.

Consumers are quick and on the go nowadays. They want instant gratification. A website that is difficult to use or frustrating can lead to negative customer experiences. This can result in lost sales, a damaged reputation for your business, and even negative online reviews that are near impossible to bury.

Cost savings

A user-friendly website can save your business money. It’s true! When your website is easy to use and provides clear information, potential customers are more likely to find what they need on their own. This can reduce the number of calls or emails your business receives from customers with questions or problems.

Additionally, a user-friendly website can reduce the amount of time and money your business spends on website maintenance. When your website is easy to use, you are less likely to receive complaints or bug reports from customers. This can save your business time and money that would otherwise be spent on fixing website issues.

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Sales tool

Having a user-friendly website is like hiring a top-notch sales professional, expert customer service representative, and logistics manager all in one! If your website is set up properly, and user-friendly of course, by the time a new customer calls you, it will be for sales, not endless questions and price shopping. Customers will be able to have frequently asked questions answered as they think of them, giving them more confidence in what they are buying from you. Having information at their fingertips makes consumers feel empowered about their purchase with your business. A user-friendly website can do all this for you – making your life easier and sales higher.

Just having a website in today’s world is not enough anymore.

How do you know if your website is user-friendly? Click here to see if your website has the 7 key features that not only make it user-friendly, but also successful. Also, make sure to check out “Help! My website isn’t bringing in business!” to see tips on how to make your website work better for you.

Having a user-friendly website is essential for any business that wants to succeed. A user-friendly website can make a positive first impression, increase conversions, improve search engine rankings, boost customer satisfaction, and save your business money. By investing in a user-friendly website, you can set your business up for success and attract more customers online.

Your website should be viewed as a key asset to your business. Invest in it with a company that knows how to increase your search engine ranking and drive more leads your way. Perfexion, Inc. is a full-service interactive agency specializing in web development, branding, search engine optimization, IT networking, and custom software design. Perfexion is your complete web presence solution-based company. If you would like to learn more about how we can help your business, click here to schedule a complimentary consultation.

Contact Us for more information!

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E-MAIL hello@pfxn.com
CALL 610-783-7660
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7 Features Your Website Must Have in Order to Be Successful

You want your business to thrive, right? Looking to increase your credibility and exposure to potential customers? Need an easy way to drive revenue? Good news! There is a simple answer to get your business on the right track and one that might seem like common sense.

In order to achieve all the above goals, you need to ensure you company has a website.  I know, you’re thinking, of course, everyone knows you need a website today.  So, you did the due diligence and launched a website for your business.  But what if that website doesn’t seem to be performing for you like it should?  Just having a website doesn’t mean customers are automatically going to flock to your business.  Having a website is like having a storefront without a sign.  You have a location that allows people to do business with you.  The only problem is, they don’t know who you are, where you are located, and what you do.  That is why business owners invest in signage, marketing, product placement, and, of course, a website.

So, you know you need a website, but just like with a storefront, your website must be a great representation of your business and what you stand for.

Here are 7 must-haves with your website:

1. Responsive Website Design

Responsive web design simply means your website automatically conforms to the best user experience, regardless of the device. 70% of website traffic comes from mobile devices. To stay on top of your competition, your website must have a comparable user experience across all devices, whether mobile or desktop.

2. Clear Navigation

Think about your own experience on a poorly designed website. You are trying to find contact information or specific content about the company’s services and yet, you get lost in a never-ending scroll and click monstrosity of annoyance. You end up leaving that website to find a competitor with a clearer direction. People are looking for quick, simple, and efficient. Having a clear navigation path on your site will enable a better user experience, as well as aid in your search engine optimization growth.

3. Content, Content, Content!

When it comes to your website, content is king! You must infuse high quality, engaging content to attract your ideal consumer AND keep them on your site. People coming to your site have a problem in which they are hoping for your products or services can solve. Say they need a new roof. They want to investigate a bit to see if it is the best company to hire to replace their roof. They want to know you have knowledge and experience in the area. They want to be sold on the fact that your company is the best in the business when it comes to roofing. That is all done with content. Content is what draws the customers to your website. Relevant and engaging content is what pulls your website to the top of search engine results. Content is what is going to set you apart from your competition.

4. Thoughtful Design

You always want to be thinking about the user experience when it comes to your website design. Having an explosion of colors, a gazillion pictures, and 24 various fonts and sizes will make any visitor dizzy and drive them right onto the pages of your competition. Your color pallet, images, and content should all be placed with purpose throughout your site and guide the user to the information you want them to focus on. Think of it like a road map, guiding your ideal customers to exactly what you want them to do.

5. Customized Call-To-Action Buttons

Also referred to as CTAs, this is one of the most critical parts of your website. Call-to-action buttons guide your customer to interact with you in a preferred manner. It could guide them to fill out a form, or maybe to call now, (which they can do right from your site!). Maybe it is to complete a sale right on your site if you are an ECommerce business. Your call-to-action buttons are a subset of your well thought out design. They remind your customer to engage with them and further their interaction with your business to get closer to the sale.

6. Consistency

It might sound repetitive, but consistency is so important for a good user experience. Consistency on your website means that your colors, images, content, navigation, messaging, and overall message has a cohesive flow throughout the entire site. When a customer lands on your website, whether they land on your home page or a product page within your site, they should know right away what business site they are on, what you do, and how you can solve their problem. A great deal of this will focus on your brand messaging, a topic we will explore deeper in a separate blog.

7. Engaging Visuals

There is an old saying in marketing that is still true today. If you were to remove all the text from an advertisement, a customer should still be able to tell you what you do or what you are selling based solely on the image used in that ad. The same is true for your website. The first thing people will focus on is one that lands on your site if the images. Your images need to tell a compelling story. Much like your content. They need to be engaging and purposeful in both placement and messaging.

Another concept to embrace is video. People are 10 times more likely to engage with a video versus a static image. You are allowing people to learn about your business, what sets you apart, and pull them in with compelling content – all at the ease of watching a video. A well-executed design that incorporates both static images with thoughtful and poignant video will take your website to the next level.

Just like your food in your refrigerator, don’t keep your website past its expiration date.  Websites created in the 90s and early 2000s are in desperate need of a refresh!  Technology changes quickly today.  For your website to stay relevant and be found by customers online, you need to keep your content fresh and your platform and design current to your customers standards.  

How Can You Get Your Website to Attract More Customers?

Perfexion is a full service, interactive agency. We harness the power of great design, the most advanced technologies, and strategic branding to enhance your professional presence across the web and beyond. Click here to get a FREE website audit and customized solutions for your business.

SEO Strategies: Speedy Searches Yield Higher Rankings

In the age of the Internet, site speed is paramount. Smartphones and tablets, in particular, have revolutionized the way consumers search and shop for their goods and services. These days, consumers anywhere can, with a few quick keystrokes, connect with businesses both at home and abroad in a matter of seconds. Especially now that mobile search traffic has outpaced desktop search traffic, Google and other popular search engines expect all websites to load quickly on mobile devices of any kind. The bottom line, according to webmasters and SEO experts, is that optimizing for speed will enhance SEO and improve rank and visibility on results pages.

Google Unveils New “Speed Update”

Accounting for 3.5 billion searches daily, and approximately 1.2 trillion searches per year, Google has surpassed all platforms to become the leading online search engine. Every day, consumers rely on Google to answer questions, provide directions, and generate the most relevant and reliable results concordant with their searches.

To maintain its competitive edge, Google has been rolling out a series of policy changes and updates over the past several years that reflect the shift from desktops to mobile devices. In 2015, Google confirmed that mobile searches surpassed desktop searches for the first time, and as a response to this surge of mobile users, Google developed a “mobile-first” algorithm as a way to compel content developers to design their mobile sites first, prior to designing their desktop sites.

More recently, in June 2018, Google announced that site speed will be the primary ranking factor for mobile searches as well. Although site speed has been used as a ranking signal previously, it was focused exclusively on desktop searches. Google’s aptly named “Speed Update,” will prioritize page speed by down-ranking websites that deliver slow, low-quality loading experiences to users.

Although the “Speed Update” makes page speed a primary factor in determining the order of search results, Google has assured its users that page speed will not be the only criteria that websites need to meet. According to web analysts on Forbes, Google considers over 250 ranking factors to ensure that every website they index is delivering the highest quality results on the first page.*

Yet even with 250 ranking factors in play, webmasters agree that site speed and site design are two of the most important ranking factors Google takes into consideration, as they have the biggest impact on user experience. So let’s explore why site speed, specifically, is so important in more detail.

The Need for [Site] Speed

In today’s ever-changing and fast-paced world, speed is key. As consumers, we want everything—including food, information, money, and news—readily available to us with minimal wait time. This need for speed is most evident online, however, where consumers have even shorter attention spans and higher expectations than they do in the real world. Regardless of whether they are using a desktop or a mobile device, consumers expect the websites they visit to load quickly, without any issues or delays.

Recent surveys conducted by Google indicate that users expect websites to load within three to four seconds. Moreover, statistics show that 40% of users will likely abandon a website and attempt another search if the initial webpage doesn’t load within three seconds or less.** These statistics may seem unrealistic, but they underscore the fundamental truth that a fast site helps you rank higher among the competition.

The issue of site speed is most pronounced on mobile devices, where the average mobile webpage takes approximately fifteen seconds to load. For e-commerce businesses especially, time is truly of the essence when a faster website offering identical goods and services is only a click away.

****https://yoast.com/does-site-speed-influence-seo/#utm_source=twitter&utm_medium=social&utm_campaign=social_buttons

The goal for web developers, then, is not only to create a fast loading site, but to create the fastest mobile site possible. In so doing, web developers will simultaneously decrease their bounce rate, increase their conversion rate, and establish trust and brand loyalty with their client base.

Still, optimizing for speed is about more than enhancing SEO and improving rank and visibility on results pages. Loading speed is the first experience users have with a site; so if the site loads slowly, that first impression will likely be a negative one. Poor page performance and slow loading speed signals, at worst, a lack of respect for your customers and their time.

In sum, prioritizing site speed is the single most important factor when it comes to improving user experience. Sites that load quickly make for an enjoyable browsing experience, which means customers will feel compelled to browse more, buy more, and even tell others about your website. Additionally, adopting the “Speed Update” will keep you in Google’s good graces — and rankings! Users who frequent your site are satisfied not only with the individual site experience, but also with the quality of results that Google provides.

SEO and Site Speed: Analyzing the Metrics

When analyzing the SEO of websites, site speed is one of the first metrics to be measured. Free resources like Chrome User Experience Report, GTMetrix, Lighthouse, and PageSpeed Insights can offer a more comprehensive picture of such metrics.

These resources provide valuable insights into site performance including: advertising impressions, affiliate clicks, engagement rates, and conversion and revenue rates.  Additionally, these metrics allow you to see how well your site is reaching your target demographic, as well as how users interact with your site on both desktop and mobile devices.

**** https://yoast.com/site-speed-tools-suggestions/

It is important to note that these speed tools do not always yield consistent results due to changes in location and internet access. When taken together, however, they offer a broad overview of who your users are, how they access your site, and what they do during their visit. They also measure page speed and optimization, and make suggestions about how performance can be improved.

For best results, you would do well to hire a professional marketing company with the expertise to develop websites that optimize for page speed on both mobile devices and desktops. If you need assistance making your website fast, responsive, and mobile-ready, Perfexion, Inc. is here to help! Our qualified professionals specialize in managing and maximizing clients’ web content, ranking, and search results traffic.

Contact Us for more information!

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* https://www.forbes.com/sites/jiawertz/2017/07/17/why-site-speed-design-can-make-or-break-your-google-ranking/#770de3a83ce9
** ^Same
*** https://yoast.com/does-site-speed-influence-seo/#utm_source=twitter&utm_medium=social&utm_campaign=social_buttons
**** https://yoast.com/site-speed-tools-suggestions/

SEO Strategies: Mobile versus Desktop

Over the past decade, smartphones, tablets, and PCs have facilitated a vast and virtually ubiquitous online presence. Smartphones and tablets, in particular, have revolutionized the way consumers seek, search, and shop for their goods and services. These days, consumers anywhere can, with a few quick keystrokes, connect with local businesses at any point, and from any channel, in a matter of seconds. While mobile SEO, searches and  design have gained significant traction over the last couple of years, accounting for over half of all online traffic, the prevalence of desktop searches should not be overlooked or underestimated.

Mobile versus Desktop: How Do They Differ?

You might be surprised to learn that, despite the ongoing debate about which device is preferable, SEO for mobile and desktop adhere to the same basic principles and best practices. That said, there are some key differences that must be acknowledged and implemented into your overall strategy for each platform. Let’s begin by exploring why mobile and desktop have different rankings, how to compare them, and what these differences mean for your long-term SEO goals.

According to recent statistics gathered by web experts at BrightEdge, 79 percent of listings have a different rank on mobile devices compared with PCs or desktops. Furthermore, they found that the top-ranking result for a given query is different on desktop and mobile 35 percent of the time.* So, what do these statistics really suggest? First, that mobile and desktop searches use vastly different algorithms to determine SERP listing data, and second, that any successful Search Engine Optimization strategy requires a highly developed understanding of user intent.

Most popular browsing platforms—Internet Explorer, Firefox, and Google Chrome—are working to provide the best user experience for searchers, regardless of what device they are using to conduct the search. In order to do this, however, they need to establish some degree of user intent; in short, they need to anticipate the needs of the users and meet them accordingly. Although user intent differs per person (and device) the general consensus is that the intent of mobile users is more immediate and transactional, whereas the intent of desktop users is more generic and informational.

Based on the preceding generalizations, we can further surmise that users conducting searches on their mobile devices are more likely to seek and yield localized results, whereas users searching for products or services on a desktop are more likely to browse generally on various ecommerce sites.

Search Engine Optimization, SEO, is also inextricably linked to the conversions likely to occur on each device. Those of us with smartphones, for example, know firsthand how convenient the click-to-call feature is, which is what most users use. Conversely, desktop users are more inclined to send emails or submit contact forms regarding their specific inquiry.

Deciphering User Intent Through Micro-Moments

Google anticipates and interprets user intent by examining their micro-moments; that is, by analyzing the ways consumers behave online. Using these micro-moments, the search engine can process the incoming queries accordingly. If a user is searching for a product or service in Plymouth Meeting, a map proximate to their location will appear. Alternatively, if a user is searching for specific information, the Google “Quick” answer box will readily appear.**

Micro-moments are particularly telling for mobile users, who are generally in need of immediate results. As an example, a mobile user searching for “fresh produce” is likely looking to buy fresh produce right away, so SERP may return a local map showing grocery stores or farm stands nearby.

Alternatively, on a desktop, a user searching for “fresh produce” is more likely conducting a general search. The user could be looking to order fresh produce online, but they could also digress to researching the health benefits of fresh produce, searching for recipes, or looking at other pertinent content.

In sum, these micro-moments impact how SERP is constructed, and determine the relevancy of the content that appears. Site developers, marketers, and webmasters need to recognize how mobile users interact in these micro-moments—as well as how intent differs between mobile devices and desktop—if they want to ensure that the generated content corresponds to both device and user intent.

What Does the Future Hold for Online Searches?

In 2015, Google confirmed that mobile searches officially surpassed desktop searches worldwide. Two years later, in 2017, research conducted by BrightEdge showed that 57 percent of all online traffic comes from mobile devices like smartphones and tablets.*

Mobile SEO, Mobile Web Design
Mobile and Desktop Traffic

In 2018, mobile searches are continuing to outpace desktop searches, and this upward trend is projected to continue well into the future. As a response to this surge of mobile users, Google is developing a “mobile-first” algorithm as a way to compel webmasters to design their mobile sites first, prior to designing their desktop sites.

The popularity of mobile searches, however, does not diminish or negate the importance or prevalence of desktops, which account for 43 percent of all online traffic. Similar to mobile devices, desktops generate their own SERPs. Furthermore, descriptive keywords and longer articles are better suited, at least presently, for desktops and PCs.

Whatever the future holds for online searches, it is essential to have separate SEO strategies for both platforms and to track and monitor their performances regularly. Free resources like Google Analytics, for example, provide a fuller picture of such metrics — including advertising impressions, affiliate clicks, engagement rates, conversions and revenue rates, and even what percent of search traffic comes from mobile devices and desktop, respectively. These metrics will allow you to see how well you are reaching your target demographic, and also how users interact with your site on both platforms.

For best results, you would do well to hire a professional marketing company with the expertise to develop content that is compatible on both mobile devices and desktops. If you need assistance making your website responsive and mobile-ready, Perfexion, Inc. is here to help. Our qualified professionals specialize in managing and maximizing clients’ web content, ranking, and search results traffic.

Contact us to learn how we can make your website more secure and keep your SEO efforts and strategy strong.

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* https://searchengineland.com/mobile-desktop-seo-different-results-different-content-strategies-281643
** https://searchenginewatch.com/2018/05/08/seo-strategies-and-keyword-rankings-mobile-versus-desktop/

Protect Your Website from Hackers

How to Protect Your Website from Hackers
(And Save Your SEO Efforts in the Process)

Website security has been garnering a lot of attention lately. More and more website owners and web developers are paying attention to the topic of security and to the very real potential that their website can get hacked. A website that is not well protected or properly optimized for search engine optimization (SEO) is at greater risk of being hacked than one that is. Your SEO results and search engine ranking can take a hit if the security of your website has been threatened.

What are the chances of your website getting hacked? What are the most usual types of website compromises? What steps can be taken to avoid getting hacked and subsequently penalized by Google with a lower search result ranking? When you understand the answers to these questions, you’ll know what steps to take to prevent future hacks and thus ensure your SEO strategy will remain sound.

In March 2017, Google presented information on the state of website security*. Most alarming is their statistic of a 32% increase from 2015 to 2016 of the number of websites that had been hacked. Even more alarming is that Google expects that number to rise as a result of websites becoming more and more outdated and hackers becoming more and more sophisticated and aggressive.

What Are the Most Common Ways a Website Can Be Hacked?

  • Spam – Hackers upload seemingly safe and innocent content and images on legitimate websites with the purpose of redirecting users to malicious websites. Links within the content, or even clicking on or opening a document, can cause damage to your own website.
  • Botnets – Cybercriminals – botmasters – develop a network of computers that are infected with malicious software that is often capable of getting around your antivirus software and other security tools. According to Google, “Botnets steal your resources in order to do malicious things like crack passwords or crack other sites.”
  • Malware – Malware is any type of software that harms people’s data and devices. Because malware can affect your users directly, it is critical to heed all warnings against it.
  • Credit Card Fraud – Of particular concern to e-commerce websites, hackers skim credit card information and steal users’ data. This type of compromise not only hurts your users, it is a sure sign that your website is not secure – and ultimately damages your reputation.

How to Minimize Your Chances of Getting Hacked

If your site has been hacked, finding a solution to the problem can be difficult because botmasters and hackers do their best to always stay a step ahead. When you make the security of your website a top priority, you reduce the potential of hackers, malware, and bots getting in and taking over your website and the data it contains. You can, however, take steps to make sure your website is as secure as it can be.

  • Get critical notices – Once you have added your website to Google’s Search Console and verified that you own it, you will receive important notifications from Google regarding security concerns, such as hacking events, that you will want to address promptly.
  • Prioritize the security of your website – Security should be your highest priority for your website – make sure everyone who contributes to your website operations understands how critically important security is.
  • Update software – Keep all software and plug-ins updated to the latest versions and releases to minimize hacks.
  • Back up your website – Regular back-ups of your website are critical. In the event you are hacked, reverting the site to its pre-hack version is easy and efficient. Update your content management system (CMS) such as WordPress and e-commerce software as necessary and apply all security patches as they are released.
  • Install security software and tools – For added peace of mind and an extra layer of security, install security software.

The security of your website should be your number one priority. Without the necessary safeguards on your website, the security of your customers is largely at risk, your own data and information is jeopardized, and your brand and reputation can take a serious hit from which it is difficult, if not impossible, to recover. And, the time and energy investment in developing and implementing your SEO strategy will all be for naught, as your search engine ranking will drop. Don’t become an unfavorable Google statistic. Address weak spots and vulnerabilities and keep the security of your website a top priority.

Perfexion, Inc. takes the security of every client’s website seriously. We use SEO to manage and maximize our clients’ web content, website ranking, and search engine results traffic. And, we take steps such as regularly backing up data and updating all software and plugins, including WordPress CMS, as needed – all to protect your website, which includes not only the content, but your clients’ data.

Contact us to learn how we can make your website more secure and keep your SEO efforts and strategy strong.

WEBSITE pfxn.com
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* https://webmasters.googleblog.com/2017/03/nohacked-year-in-review.html

How to Avoid Google’s Manual Actions

Google has established general webmaster quality guidelines that serve to support Google’s efforts to find, index, and rank websites in search results listings. If you (or your web developer) perform an action on your website that Google views as negative or in violation of those guidelines – an illicit, deceptive, or manipulative practice – you will find yourself in trouble with Google sooner or later.

In cases where spam is the violation, Google’s own algorithms automatically detect the violation and demote the website in search rankings. Google also relies on humans to review web pages manually. If these reviewers find a violation of the quality guidelines, they take a manual action to address it. Depending on the circumstances, the manual action could be lowering your website’s ranking, removing specific web pages or content, or, in extreme cases, removing your website completely from Google’s search index.

Information relating to all manual actions taken can be found in your website’s Manual Actions Report. You might also receive the following message on the dashboard of your search console: “This site may not perform as well in Google results because it appears to be in violation of Google’s Webmaster Guidelines.”

Google takes a manual action any time they detect that a website is attempting to trick or manipulate their search engine results and website rankings. While a manual action by Google may appear to be a negative for you or your website, it is not; manual actions are taken to ensure everyone plays by the same rules when it comes to website security, content, SEO, etc.

Manipulation of a website occurs in many forms. A few examples follow.

• Hacking of your website
• User-generated spam that appears on your site’s user profiles or guestbook or forum pages
• Artificial or deceptive external links that point to your site with the intention of manipulating your page ranking
• The content on your site is of little value, low quality, and not unique, such as occurs with content that is generated automatically or from blog posts from others
• Images and pages appearing differently on Google’s search results from those on the page or image where a user actually lands when they click on the image, an action called cloaking
• Overuse of keywords and phrases with the intent of manipulating search rankings

How to Handle a Manual Action

First and foremost, when building your website or developing content for it, understand and adhere to Google’s Webmaster Guidelines. As long as you follow the rules, do nothing that intentionally attempts to manipulate your website’s search rankings, and take steps to keep your website secure, you should not be worried about your website receiving a manual action. In fact, web developers should be doing everything they can to avoid appearing to trick Google and instead provide the best possible experience for users and visitors to the website. Of critical importance is to ensure all aspects of the technical SEO for your website are set up and working optimally so that Google can find the website and be certain it is working well and within the guidelines.

Should you receive a manual action notification, review it and take steps to address the issue. Once you have fixed the problem, you can submit a reconsideration request to Google’s webmaster team to manually review your site again.

The web developers and designers at Perfexion, Inc. take the performance of every client’s website seriously. We manage websites and regularly monitor SEO and search results. If we find something off or unusual, we check all analytics and reports to find the issue and then take immediate steps to correct the problem. When your website is properly ranked and reaching your target audience, you can trust we are following the rules.

Contact us to learn how we keep your website safe, ranked appropriately in search engines, and out of cyber jail. We want customers and visitors to your website to find your content valuable and relevant to their needs. Most of all, we want them to feel they can trust you and your website and feel secure doing business with you.

Contact Us for more information!

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* https://webmasters.googleblog.com/2017/03/nohacked-year-in-review.html

Home Page Must Haves

Website Home Page Must-Haves

The home page of a website has mere seconds to impress and engage those who visit it. People who visit a website for the first time are usually looking for certain information upfront – information that indicates they are in the right place. When users’ initial questions are addressed right away, they’ll be more likely to remain on the website, look around, and respond to a call to action. Think about what you look for or expect to find on the home page of a website you visit for the first time. Then think about what you do if you are unable to quickly or easily find the information you’re looking for. Chances are, you click away and search elsewhere.

The content on your website home page should inform, build reader confidence in your business, and showcase you as credible and trustworthy. Every business is different, so content will vary from one website to another. But the following nine elements are must-haves for every home page.

  1. Spell out what you do – Inform visitors in simple, straightforward terms exactly what your business does. If the purpose of your business is not immediately clear, people will leave your website and go to one that clearly spells out what they do.
  2. Explain how visitors benefit from using your products or services – Beyond saying what you do, make clear the main benefit (or benefits) your offering provides or the problem it solves.
  3. Client testimonials – Strategically place several customer reviews on the home page, as these highlight your experience and build trust. Testimonials that mention the service you provided and the clients’ satisfaction are all you need.
  4. Awards, recognitions, associations, certifications – These showcase your professionalism and expertise, and give you credibility in your industry.
  5. Overview of service offerings – Mentioning your products and services on your home page and linking them to more detailed information serves you three ways. You: 1) better inform visitors about what you do or sell, 2) make it easier for them to click the link for more detailed information, and 3) help your home page rank higher in search engine results.
  6. Contact information – Don’t hide or bury key information such as your phone number, email address, and mailing address. By providing this information, you let customers know your business is legitimate and that they can easily communicate with you. The footer of the page is where most companies place their contact information.
  7. Social media links – If you also market your business on social media platforms such as Facebook, Pinterest, YouTube, or Twitter, you probably want to get the word out as much and as often as possible. Your homepage should include clearly identifiable icons for each to make it easy for users to Like, Follow, Share, and Retweet!
  8. Images and graphics – Quality images that are unique to your business let visitors know what to expect and go far in building credibility. Use stock images sparingly, and make sure all images are high resolution and sized properly.
  9. Call to action – Decide what you want visitors to your website to do once they’re there. Do you want them to subscribe to your email list? Clip a coupon for the offer of the week? Complete a form for more information? Place a logical and clear call to action for whatever makes the most sense for your business.

A home page should provide upfront information about your business that your target customers most want and need to know. Incorrect or insufficient information either forces the user to click around to find what they want, or worse, causes them to leave the website without looking any further. Even if other pages on your website contain exactly what they are looking for, if the home page is unclear, visitors are more likely than not to click away. And when visitors click away after visiting just one page, the bounce rate for your website goes up.

Look at the home page of your website with a critical eye. Does it contain the information a new visitor needs to understand who you are, what you do, and the value you bring? If not, take time to update the home page to add these critical elements, or hire a professional web design and development company with the digital marketing expertise to make sure the home page for your business makes the best first impression it possibly can.

Philadelphia web design company Perfexion, Inc. specializes in web design and development, including search engine and digital marketing. They are experts at building websites that meet users’ needs and add value to the business they represent. Perfexion thrives on helping clients be as successful as possible. They collaborate closely with you to understand your business and put that information to work in every website they build.

Contact Us Today!

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Technical SEO

Don’t Let Your SEO Efforts Go to Waste

Any web developer worth his or her salt is an expert at both off-page and on-page SEO. Simply put, good on-page SEO means a website contains content that is optimized for certain keywords and phrases so that the site’s search rankings and relevance to users are improved. Good off-page SEO means a site gains authority and relevance by building and effectively managing backlinks from other relevant, authoritative sources.

All that attention and focus on having just the right on- and off-page SEO will go to waste if the technical aspects of SEO are ignored or improperly handled. The following checklist contains recommendations for achieving the best results in terms of your site’s user experience, search engine crawling, indexing, and of course, ranking.

  • Set up and manage your website’s sitemap: A sitemap informs search engines about how your website is structured. Make sure your sitemap is clean/error-free, updated when content is posted or removed, concise so crawls can be more effective, and registered in Google Search Console.
  • Check the pages on your website that are indexed by the various search engines, including those that have been restricted from indexing, to make sure the number of pages indexed is about the same as the number of pages on your website.
  • Use an SEO crawler, not just robots.txt, to check that every critical resource on your website is crawlable and not blocked from indexing. An SEO crawler performs a more comprehensive check that includes CSS and JavaScript files, orphan pages (those that are on your site but are not internally linked), and more that might be restricted but should not be.
  • Enhance the frequency with which search engines crawl the pages of your website during a specific period of time – your crawl budget. Google statistics provide the average number of times the pages of your site are crawled daily, and from that you can calculate your monthly crawl budget. Use that intelligence to maximize the crawls that are being performed. How? By removing duplicate content, restricting indexing on pages that don’t support SEO, making crawling more efficient by adding URL parameters, and fixing broken links and redirects.
  • Audit your site’s internal links to make sure the structure of your site is both logical and shallow. For example, check to ensure your site’s important pages are reachable within three clicks of the homepage (the depth of your pages). When fixing broken links, look for those that could be hidden in link tags, sitemaps, and HTTP headers. Address linking on orphan pages to make it easier for visitors and search engines to find them.
  • Audit your website for HTTPS issues that could affect your site’s ranking. Check the different types of content on pages you believe are secure; if you have mixed content, it could be coming from an HTTP connection that is not secure which, in effect, makes your page less secure and can even stop a browser from loading it altogether. Make sure all the links, redirects, and canonical URLs point directly to HTTPS pages to reduce/eliminate the number of unnecessary redirects, which make a website appear slow and eat away at your crawl budget. If your site is still HTTP, consider migrating to HTTPS, given that Google uses HTTPS as one of its ranking signals.
  • Make sure your site’s pages load in two seconds or less. Google factors speed when ranking a site, and a page that loads quickly and efficiently provides an optimum user experience as well as improves your bounce and conversion rates because users will be less inclined to click away from a page that has loaded quickly.
  • Prioritize the mobile friendliness of your website and perform an in-depth audit of the site. With search queries from mobile devices on a steady rise, Google is planning to change how it indexes website pages. They will soon begin indexing mobile versions of websites first, rather than their desktop versions. Google provides a mobile-friendly test that lets you check a variety of criteria such as text size, plugins, how pages are viewed, and more. The key is to perform the test on every landing page of your site, since Google determines mobile friendliness on a page by page basis.
  • Just as you need to restart your computer for software updates to take effect, you should have search engines re-crawl your website to make sure fixes and changes you make to your site go immediately into effect. You can submit requests to Google and Bing to re-crawl and re-index on a URL basis or on your entire website.

By systematically addressing the technical areas of your website that impact SEO, you both improve the ability of your site to rank well in searches and enhance the user experience across the entire site. The end results are well worth the effort. At Perfexion, Inc. we specialize in making sure clients’ websites are technically sound and perform to the best of their ability.

Note: Thanks to Link-Assistant.com (https://www.link-assistant.com/news/technical-seo-audit.html) for the valuable tips presented here.

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