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4 keys for an effective web business presence today

By having an organized site navigation, you’re making it easier for the user to complete a goal. That goal is usually a conversion of some sort; it may be checkout completion, an email opt-in, registration sign-up, etc.

Mike Gingerich
Digital Hill Multimedia

It’s important to keep up with the frequent changes on the web that affect your company’s online presence. Here are several key points to keep in mind to make sure your web presence is consistent and performing well according to today’s standards. The way that you present yourself on the web will influence your audience’s judgment of your company and whether they stick around to interact with you.


1. Responsive Website Design

Having a site with responsive design is a must. This means mobile and tablet friendly as the website “responds” to adjust and present content well based on the device it is being viewed on.

An increasing number of users are navigating the web on their tablet or smartphone. In fact, more people search the web on their phones than on desktop computers! Ensure your company’s visibility by having a responsive design. The mobile view of your website should have large, clear text, images, and buttons that are easily clickable with a finger. Analyze each page of your mobile website individually for its usability and design.

2. Organized and Prioritized Layout

Typically, the users of your website will do what you “tell them” to do.

By having an organized site navigation, you’re making it easier for the user to complete a goal. That goal is usually a conversion of some sort; it may be checkout completion, an email opt-in, registration sign-up, etc. Once the goal is initiated, make sure your users know they have arrived at the correct place with relevant content on the appropriate page.

3. Blog Resource Center

For users to view you as an authority, you will need to display your company’s expertise and be a resource.

A blog allows you to publish content quickly and easily. When you provide value upfront in the form of content, you allow others to build trust in your knowledge. That trust supports your credibility and places you in the position of the expert. Users will come back to your site time and time again when they know your site contains a wealth of resources in the form of guides, videos, whitepapers, and other content you can publish on your blog.

4. Lead Capture Call-to-Action

This is one of the most commonly missed items on websites today. You get visitors there but fail to realize many are not ready to buy yet. If you don’t offer a way to stay in touch with them, you miss a huge lead opportunity. Moving someone from visitor to lead is lead capture, and to do so you need a CTA (Call to Action).

It’s essential to stay current with best practices for gathering information from your viewers. Many sites have had good success with embedding an email opt-in box in a blog post. Nowadays, it’s necessary to get creative. The old email opt-in box in the sidebar of your site trick isn’t working as effectively and should not be your only means of CTA on your website. On your blog, offer expert level information as downloadable content. Use call to actions to entice a viewer into downloading your content to gain a valuable lead for a product or service you offer.


By following these 4 simple guidelines on your business website, you can establish a credible presence online that grows business.

Remember, it’s not just a website, it’s a sales tool!

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Mike Gingerich is President of Digital Hill Multimedia (DigitalHill.com), a Goshen web design and marketing agency. He is also a co-founder of waftio.com, a leader in website lead capture apps for businesses. Listen to his social media and web podcast, Halftime Mike, available on iTunes.