• FAQs

          Search engine optimization (SEO) helps businesses drive visits to their website through organic search traffic. Given that the top organic search results receive a third of the clicks, a decline in ranking could be detrimental for your business. Implementing SEO best practices on your website will help to ensure that your web content is seen by as many potential customers as possible. The more visitors you have, the better your chances are of converting those visits into sales!

          Local search engine optimization (SEO) helps local businesses gain visibility by optimizing their local business listings for local search. A business that leverages local SEO will include its address, phone number, local opening times, and exact location in the form of a local citation. The goal is to rank for local searches which are usually performed by people in a specific geographical region looking for a business near them.

          We typically see results within the first 30 to 60 days, but when it comes to SEO, there are many factors at play. It's important to remember that SEO is a long-term strategy and results may not come as fast at you wish.

        • FAQs

          Digital advertising uses the internet to send advertisements to customers who are online through different websites and social media platforms like Google, Bing, LinkedIn and Facebook.

          The price for Google Ads management depends on the monthly ad spend. For accounts with $1,000 in monthly ad spend, the price is $550/month. Between $1,000 and $5,000 a month in ad spend, the price is $950/month. For $5,000 to $10,000 a month in ad spend, the price is $2,000/month. For more than $10,000 a month in ad spend, the price is $4,500/month.

          The price for Social Media Ads management depends on the monthly ad spend. For accounts with $1,000 in monthly ad spend, the price is $550/month. Between $1,000 and $5,000 a month in ad spend, the price is $950/month. For $5,000 to $10,000 a month in ad spend, the price is $2,000/month. For more than $10,000 a month in ad spend, the price is $4,500/month.

        • FAQs

          This depends on the complexity and size of a redesign and if eCommerce is needed. On average, it takes around 14-18 weeks from the web design intensive stage to launch.

          If your website experiences the following issues: it’s not responsive on all devices, has a slow loading speed, the design appears old and tired, users don’t spend long on the site, sales are stagnant, or your business is going through a rebranding - your website needs a redesign to boost your brand awareness and sales.

          Sometimes there’s no need to rebuild a website. Minor edits, refreshing page content and images, or restructuring page layout for SEO best practices can boost traffic and sales.

        • FAQs

          Semantic search launched in 2013 with the release of Google's Hummingbird update. Since then, Google's search engine has become more complex. The integration of machine learning, with RankBrain, and NLP, with BERT, has enabled the search engine to better understand the context of a query and deliver more personalized and targeted results. Semantic SEO is the process of creating machine-readable content using structured data and linked open data to help search engines better understand your content.

          On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page SEO refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. From meta tags to page content, website structure, and HTML, on-page optimization services are focused on making your website more visible to search engines.

          Structured data refers to any organized data that conforms to a certain format, such as information in a relational database. When information is highly structured and predictable, search engines can more easily organize and display it in creative ways. Structured data involves using a piece of code that is laid out in a specific format easily understood by search engines. The search engines read the code and use it to display search results in a more dynamic way.

        • FAQs

          An SEO agency has experts in different areas of search engine optimization that may be out of the realm of your marketing team's abilities. SEO can be very complex and time-consuming. Furthermore, as search engine algorithms change it can be difficult to stay current on the latest ranking factors and strategies for improving online visibility. You will likely see a greater return on investment and better results from using a professional SEO agency than you would from tackling this on your own.

          As a digital marketing agency, SMA Marketing provides products and services in four areas: SEO, Local SEO, Digital Advertising, and Web Design

          We focus on building authentic, long-lasting relationships with our clients. We’re goal oriented and results driven and believe in doing good and making a difference in the world.

  • Contact

Why Website Design is Important for Business

Having an online presence is no longer optional for businesses. Consumers in both the B2C and B2B space use the internet to find answers to their pressing questions. Your website is often the first place a new prospect interacts with your brand.  In fact, after your page loads, you have .05 seconds to impress your visitor and 94% of people cited web design as the reason they mistrusted or rejected a website. (Source) As a business owner, it’s imperative your website exceeds customers’ expectations and presents a clear and compelling message about who you are and what you can do.

So, what makes a website great? The answer to this question is not as black and white as you might think. Sure, there are a few design rules that can be pointed out or even a few examples of today’s design trends. The truth is, design is subjective. What looks amazing to one person looks terrible to another. Adding to this challenge is the report from Adobe that “Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain.”

This is why traditional design practices fail to measure up in today’s personalized world. The old way of approaching website design doesn’t work. In order to create a website that engages your users, we need a new process.

It’s About The User

A line I’ve been preaching for the last few years is, “Your website is not for you, it’s for your users.”  Letting your opinions and ego drive your design will, in the end, lead to disastrous results. Sure, there are a few unicorns out there that have intuition and foresight that allow them to create trends, but most of us do not.

User Experience should be a top consideration in the planning stage. Your website needs to be intuitive and dynamic. It’s important to always keep in mind your digital content may be your only opportunity to leave an impression on a potential customer.

Consider these statistics:

  • You have 10 seconds to leave an impression and tell them what they’ll get out of your website and company. After this time (and oftentimes before), they’ll leave. (Source)
  • 44% of website visitors will leave a company’s website if there’s no contact information or phone number. (Source)
  • 47% of people expect a web page to load in two seconds or less and 40% of people stated they leave a website if they wait for it to load for more than 3 seconds. (Source)

But don’t worry! Today we have access to more data on our users than we could have even dreamed of and it’s this same data that can help us create a website that crushes expectations. Using Google Analytics and Tag Manager, which are both free, you can learn how your users are interacting with your company’s website and begin to uncover ways to improve their experience. This data-driven approach to website design is known as Growth-Driven Design.

Fast, Flexible, and Focused

Growth-Driven Design works because it ensures that your website serves your users and your business goals.  Instead of just making something look “cool” you get a website presence that promotes growth and engagement. Similar to the Agile Development Process, Growth-Driven Design is fast, flexible, and focused.


Estimates on what it takes to build a website from scratch range from 3 to 9 months. To me, this is outrageous. With the speed at which technology moves, your new website is nearly outdated by the time it launches. And here is the worst part. You won’t even know if your users like it until a few months after that.

Growth-Driven Design is built around the principle of launching fast so that you can collect the data you need to make the “finished” product that much better. I use quotes on “finished” because your website is never finished. You should always be looking for ways to improve your site.

That said, the first thing we do in a growth-driven project is launch a “launch pad” site. If you know the software world, this first iteration is considered a minimally viable project or MVP. The goal is to gauge the reaction of the users and collect data on what they like and don’t like. This data will help inform the next phase of the project. By getting a full-functioning MVP out, you are able to validate assumptions and make sure you are on the right track. Too many times I’ve seen companies invest large sums of capital into a website that was built the “old way” only to launch with a thud. The only way to know you are going in the right direction is to test and track. As Peter Drucker said, “You can’t manage what you don’t measure.”


As you can see above, the growth-driven process must be flexible. Flexibility doesn’t mean you don’t plan. In fact, the process must be planned and needs to have milestones you can manage. (See Peter Drucker quote) But unlike more traditional and formal approaches, with growth-driven design, you have the ability to change the direction as needed.

Flexibility is the key to developing products and services that provide immense value. Think for a second about your company. If you continue to push a product or service that no one wants, will you gain momentum?  Of course not. In fact, if you don’t shift your approach you will most likely go out of business. Sadly, this is the approach we often take when it comes to website design. We create what we want and refuse to change even if it’s not working.


Having a clear destination is the key to success. The problem is, most of the time we use ambiguous dreams instead of goals to set our course. “Having a cool website” is not a goal. “Creating a website that increases our MQLs by 24% over the next three months” is a goal. It’s a very focused goal, and the only way to achieve that goal is to have a system to track, adjust and implement new ideas on an on-going basis.

This attention to detail and focused drive is what sets Growth-Driven Design apart. Sure, you may have to give up on a few features you find interesting, but if the end goal is a better website that delivers value to your business, I’m sure you won’t mind.

Here are a few more reasons to consider a user-focused, growth-driven site.

  • 67% of shoppers were more likely to buy from a website that is compatible with mobile devices and 4 out of 5 consumers shop on smartphones. (Source)
  • Value-based exit intent pop-ups increase conversions, even if you think users hate them. (Source)
  • 51% of people think “thorough contact information” is the most important element missing from many company websites. (Source)
  • 47% of website visitors check out a company’s products/services page before looking at any other sections of the site. (Source)
  • When it comes to the top 100 sites analyzed, only 11.8% of these sites use responsive web design. (Source)
  • 62% of companies that designed their website(s) for mobile platforms increased their sales and 64% of companies that designed their website for tablets increased sales. (Source)

At SMA we approach Website Redesign with the priority to serve your current and potential customers. We incorporate beautiful design, SEO best practices, and an attention to detail. We track every change we make utilizing tools such as A/B tests and Google Tag Manager to ensure that you make the best digital impression whether your customers find you on mobile, tablet, or desktop.

Need help with your website redesign or strategy?

Contact our team today to learn how growth-driven design can help you create a website that works for your business.

Editor’s Note: This article was originally published in December 2017 and has been updated for freshness and accuracy.

New Call-to-action

Search by Topic

  • All Resources
  • SEO
  • Digital Advertising
  • Content Marketing
  • Web Development

Get Up-To-Date Digital Marketing Tips Delivered Straight to Your Inbox!

SMA Marketing Digital Marketing Agency Giving Back to Kiva Making Loans