Visual design. Yeah, yeah. It’s important too.
Performance. This may not be the sexist part of the site to anyone but a programmer; but nothing will drive visitors away like slow loading pages, dead links, or a site that can’t be read on a Firefox browser.
Search Engine Optimization (SEO). While we recommend against compromising your best selling content in order to meet perceived search engine requirements, good search engine ranking is important.
Analytics. How do you know a website is performing well? You measure it! Analytics provides the proof that something is working (or not working) and it shows where the greatest opportunities for improvement are located.
Testing. Even after 15+ years of working with websites, I am still constantly – constantly – surprised at how little we really know about how people are going to respond, and how small changes can make a great difference in performance. Re-designing or replacing your business-to-business website is possibly the most important step you can take to improve your marketing results. Do so with caution, pay attention to the seven components listed above, and you’ll have yourself a powerful marketing hub.
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