Let Your Website Work For You

Today's small business owners know that there's just no operating a modern company without a quality website

. But what many business owners don't realize is that having a good looking website is far from enough. Building an attractive website but failing to market it properly is a bit like stuffing your money under a mattress instead of investing it. Sure, you have the asset, but it's not really doing anything for you. Likewise, if you market your website properly, it at least has the potential to work for you.

To properly market your website, ideally, you'll start from the ground up. Building keyword-rich content into your website from its inception will help with search engine rankings and this boosts site traffic. If you built your site without considering Search Engine Optimization (SEO), you'll need an expert to run thorough SEO analyses of your website and your competitors', and then s/he will rewrite some or all of your site content to optimize it. You'll also need ongoing, keyword-rich site content updates to keep your site from falling in the rankings, in addition to periodic reviews of your site's performance and SEO campaign performance.

In short, whereas when you built that first, basic website you only needed a Massachusetts web design firm, now you truly need Internet marketing experts, and the best place to find them is through a marketing agency. Boston has no shortage of these companies, so it's important to take your time and weed through your options until you find the right match for your needs, both short- and long-term.

Keep in mind that the Massachusetts web design company that you hired way back when may have SEO experts on staff or may have a company they can confidently refer you to. It's always great to be able to work with companies with which your existing providers already have relationships, as this saves you time and money. So before you go looking for a marketing agency, Boston small business owners may really want to stop and ask their existing providers for references.

In addition to optimizing your website's content for SEO, you'll need to optimize the coding through meta tagging. This is a task for your web development team, specifically the coder, who will get the data from your SEO content provider who will write meta titles, descriptions, and keyword listings for every webpage based on your site analytics and competition comparison. Sound confusing? It is. And that's why plenty of small business owners turn to a full-service marketing agency. Boston is a competitive market, and, particularly in this economy, it's no place to go it alone or try to do things yourself. When in doubt, hire it out.

An outsourced marketing department or on-demand marketing team will handle your web design, coding, SEO, and Internet marketing needs to ensure that your website is working for you 24/7. They'll also help with branding activities and traditional marketing methods so that all of your marketing efforts are cohesive and present a unified company image. Finally, and for some business owners, most importantly, they'll oversee and manage all of the various moving parts of your marketing efforts, saving you hours and hours of frustration and keeping everyone on the same page, which saves you time, money, and aggravation

by: Allan Nguyen

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