marketing strategy

Programmer working in a software development and coding technologies. Website design. Technology concept.

A website is vital for businesses today. If you’re an entrepreneur, you’re more likely to become successful when you have a business website that captures the attention of internet users. There are several factors that your website must have to make visitors stay longer, which is why this is an essential aspect of your marketing strategy. It’s not surprising if a casual visitor becomes a paying customer.

Here are ways that web development and design can be used to connect with your target audience.

1. Improves User Experience (UX)

UX should be one of your top priorities, mainly because it is the primary hub of your brand. You can have social media accounts, but they are merely support channels for your business website. A website must have a responsive design, ease of use, and fast navigation. These factors make it convenient for your guests to find what they need in the shortest time possible. Apart from speed, they must also like what they see. All of these elements must also translate into mobile devices. These are features web development and digital marketing companies like can help with.

When upgrading your website, it’s crucial to assess your metrics to help improve the design. These include bounce rates, page session time, abandonment, and more. Consider learning basic structures such as IA (information architecture) and UI (user interface). Information architecture is the website layout and organization of content across your web pages. The user interface is the presentation and how it communicates with the user, and vice versa. The user interface can also indicate how the user interacts with the website.

Part of web development is assessing the signs and the causes of those signs. Sometimes, carts will be abandoned, customer pages won’t load fast enough, or some will not load correctly on mobile phone screens. When optimizing your website, test your adjustments to ensure your visitors have the best responsive design possible.

2. Helps With Search Engine Optimization (SEO)

If there’s an important reason to optimize your website, apply SEO best practices to get your content on top of the search engine page results. It’s also important to keep track of the browser engine updates to ensure your redesign corresponds to those changes.

Utilize your primary keyword and add it to the top of the page. That’s because the most popular search engine in the world puts more importance on keywords at the top. It is a way for the system to identify which content from what website is most helpful. When selecting content, keywords also give browser engines the impression of expertise, trustworthiness, and authoritativeness. Keywords at the top mean the information on the webpage could be more relevant.

SEO can also help you create a personalized marketing strategy through location-specific search personalization. Browser algorithms can personalize searches based on the user’s location, such as the street where they are positioned, searching for their phones, the city, or their state. Search engines will also crawl to explore the locale for the user’s needs. For example, a tourist new to the community can use their phones to search for the nearest pub or restaurant.

Another way that your web content can influence personalized marketing is the presence of duplicates. One popular browser engine uses an algorithm that ranks the original and duplicate content lower in the page results because the browser cannot tell which to place higher. If you suspect the same content on your website, you can use online duplicate checkers. Customer pages of e-commerce sites must be checked for similar descriptions and updated accordingly.

3. Ensures A Consistent Brand Message

A brand message is part of your business identity. It is a component of how people recognize you and how you can stand out from your competitors. You can convey your brand story to your target audience on your website. In addition to your content, you can also use creative elements like videos and images.

Web development enables you to design your webpage with consistent colors, font styles, and layouts throughout the site. This design helps people remember your business. A logo, for example, is a stamp of your business that adds professionalism. When potential customers see specific designs, they will know it’s you. A website with complementary colors is more aesthetically pleasing and encourages visitors to stay longer.

You can also enhance your About Us page by adding photos of you and your team and incorporating them into your brand story. This humanizes your business and tells people you’re not just here to make a profit. Reflect on why you started your business in the first place. The homepage element contains one of the most significant reasons people follow your business. This will help you attract the right people who will make purchases and likely become repeat customers.

4. Enables Recommendations

If you’ve visited e-commerce websites, you’ve probably noticed galleries of products appearing as recommendations. That’s because the website is designed to study how customers interact with content. If you have browsed sporting goods, for example, you will see similar items that the website thinks you might also be interested in purchasing. This personalization feature makes it easier for web visitors to find what they need and make informed purchasing decisions. On some websites, you’ll also see items related to your previous purchases.

For e-commerce websites, providing recommendations is an excellent way to upsell and cross-sell items that customers might have missed. Often, casual browsers become buyers when they see products they genuinely like. This helps them shop faster because they can view a section of the customer page where all the exciting or featured items are displayed. They either buy the items or save them for a later purchase.

5. Increases Site Speed For People On-The-Go

When you click on a website, how long does it take you to find the answers you’re looking for? Consider what it’s like for your visitors once they arrive at your website. Webpages must load quickly, in about three to four seconds at most, due to short attention spans. Some people are too pressed for time to wait and will likely search for other results if they need assistance getting their answers or viewing web pages quickly.

Various factors can affect your website’s speed, such as large images and videos, the quantity of content on your web pages, plugins, and coding that can cause slow loading times. A slow website contributes to a poor user experience and can sometimes be the sole reason visitors can’t access your site.

To improve your website’s speed, consider the following steps:

  • Compress images
  • Minimize redirects
  • Reduce the size of CSS, HTML, and JavaScript
  • Enable browser and webpage caching
  • Remove unused or unnecessary plugins
  • Use a high-performance hosting solution

When making changes, check to ensure your speed adjustments are working correctly. If necessary, test them twice to guarantee optimal results.

6. Adds Customer Testimonials

Customers gravitate toward tried and tested businesses, but this can be challenging when you’ve been operating for less than a year. In the business world, where the internet makes it easy for people to find you and allows you to reach out extensively, potential customers are more likely to purchase your products and services if you feature testimonials.

Testimonials, also known as social proof, can invigorate a stagnant website by improving conversion rates and boosting credibility. By showcasing authentic, positive experiences from satisfied customers or clients, testimonials help build trust with potential customers and demonstrate the value of your product or service.

If you run a salon business with a website, encourage your customers to provide honest feedback on your services. Include a comment or review section on your website. Additionally, solicit social media feedback by using hashtags and featuring responses on your homepage. There are dedicated plugins available that not only enhance your website’s appearance but also inform visitors that your business is trustworthy.

Testimonials and reviews also persuade customers to spend more time on your site as they read what others have to say about your brand. Consequently, they are more likely to make a purchase or book an appointment at your location. As an added touch, display a video of how you serve customers at your physical shop. For example, if you have a beauty salon, include a video of staff styling a customer’s hair. If you own a jewelry store, produce a video showcasing knowledgeable staff assisting a couple in search of engagement rings.

Design your website to attract customers looking to fulfill their needs. Make it easy for them to navigate your site and incorporate features that encourage them to return for future purchases. When your website is designed to serve, people will come and spread the word about your business.


Web development enhances your personalized marketing strategy by helping customers view your content on smaller screens, increasing website speed, adding testimonials for social proof, optimizing SEO through localization, and enabling recommendations. Your marketing strategy is more effective when potential customers have a positive user experience on your website. They will return time and again when you offer quality products and an opportunity to enjoy.