Designer implementing website improvement on computer

The Importance of Continuous Website Improvement

In today’s digital age, having a website for your business is crucial. A website serves as the digital face of your brand and is often the first point of contact for potential customers. A well-designed website can attract and retain customers, but it’s not enough to just set up a website and leave it alone. Continuous improvement is necessary to keep your site relevant and effective.

As one of the top ad agencies in Arizona, ON Advertising is ahead of the game in website development. Our team of experienced developers and designers collaborate to craft websites that cater to your business and customers. Read on as we dive into the importance of website improvement and how we use Growth-Driven Design (GDD) to elevate our websites.

Why is website improvement important?

Continuous website improvement involves updating your site to keep up with changes in the market, industry trends, and customer needs. There are several reasons why continuous website improvement is important:

Improves User Experience

The user experience (UX) is critical for the success of your website. Customers are more likely to stay on your site if it is easy to navigate, loads quickly, and is visually appealing. By continuously improving your website, you can ensure that your users have a seamless and enjoyable experience, which can increase engagement and conversion rates.

Boosts SEO Rankings

Search Engine Optimization (SEO) is the process of optimizing your website to rank higher on search engine results pages (SERPs). Continuous website improvement can help improve your SEO rankings by keeping your website up-to-date with the latest best practices and industry standards. This includes optimizing your site for mobile devices, using relevant keywords, and creating high-quality content that meets the needs of your target audience.

Enhances Security

Website security is a critical issue that can impact the safety of your users and the reputation of your brand. Cyberattacks are becoming more sophisticated and frequent, and hackers are constantly finding new vulnerabilities to exploit. By continuously improving your website’s security measures, you can reduce the risk of data breaches, malware infections, and other security threats. This can help build trust with your users and protect your brand’s reputation.

Increases Conversion Rates

The ultimate goal of your website is to convert visitors into customers. Continuous website improvement can help increase conversion rates by optimizing your site for user engagement and creating a seamless customer journey. This includes improving the website’s design and layout, creating compelling calls-to-action, and using A/B testing to determine the most effective strategies for converting visitors into customers.

What is the best method for website improvement?

One approach to achieving continuous website improvement is through Growth-Driven Design (GDD), a methodology that focuses on continuous improvement to help businesses achieve their goals and drive growth. GDD is a user-centric approach that involves continuous testing, analyzing, and optimizing your website to meet the needs of your target audience.

The GDD process begins with developing a launchpad website, a basic version of your site that is designed to meet your business objectives and serve as a starting point for continuous improvement. The launchpad website is then optimized based on data-driven insights gained through continuous testing and analysis. This includes evaluating user behavior, identifying areas for improvement, and making updates to enhance the user experience, boost conversion rates, and achieve business goals.

GDD is different from traditional website design in several ways. First, it prioritizes data-driven decision-making over assumptions, meaning that every change made to the site is based on actual user data rather than guesswork. Second, it involves continuous improvement rather than a one-and-done approach, ensuring that your website is always evolving to meet the needs of your users.

Prioritizing user needs and adopting approaches such as Growth-Driven Design (GDD) can help keep your website updated with the latest industry trends and standards, enhancing user experience, improving SEO rankings, boosting security, increasing conversion rates, staying competitive, and driving growth. This ensures that your website becomes a valuable asset to your business, enabling you to achieve your objectives and drive growth.

ON Advertising Understands Good Web Design

ON Advertising is one of the top web development agencies in Phoenix with a proven track record of creating successful online presences for brands. We employ the Growth-Driven Design methodology to build and enhance your company’s digital personality and continuously optimize your website for the best results. Get in touch with us today to explore our web development services and discover how we can elevate your business’s online presence

Client Spotlight: Dorn Policy Group

Dorn Policy Group was founded in 2000 on the belief that integrity, tenacity, and client results should be the cornerstone of quality government relations. Since their inception, they have grown to become one of Arizona’s premier lobbying firms working within all levels of government to ensure their clients’ best interests are represented. We’re honored to work with Dorn in a variety of their marketing efforts and look forward to pushing their company even further.

As one of the top advertising agencies in Phoenix, ON Advertising is an incredible resource for quality marketing services. Our team of professionals strives for results that invigorate your business and secure an increase in ROI. Read our article below and learn how we’ve been able to assist Dorn Policy Group in its marketing activity.

Redesigning Dorn Policy Group’s Website

One of the things we knew we had to tackle with Dorn’s marketing strategy is to update their online presence. This started with completely overhauling the design of their website to be more appealing for the user. This involved incorporating new brand colors, updating the company logo, and decluttering their website navigation. Additionally, we made sure to incorporate images of the Dorn team as our research had shown that this is an excellent way to build trust amongst prospective clients.

Since redesigning Dorn Policy Group’s website, the company has seen tremendous success. According to their website analytics, they’ve seen an increase in their users (+398%), new users (+431%), and sessions (+280%). As a result, the company is receiving more interest from prospective clients.

Social Media Matters

From LinkedIn, Facebook, and Twitter, Dorn’s social strategy is all about informing their audience on how they can serve organizations with proficient government relations and influence public policy. By creating “shoutouts” to Dorn’s current clients, they strengthen their partnerships and create profound trust amongst their audience.

Alice Huynh, one of ON Advertising’s talented Social Media Assistants explains, “Dorn focuses on being bipartisan and that can be tricky when it comes to important issues in today’s world, especially on Twitter. It’s not easy to show on social media, but we understand that it’s an important social strategy for Dorn to convey that message to their audience and that they are willing to work with both sides of the aisle to meet their clients’ demands.”

On Twitter alone, Dorn consistently gains over 8k impressions month-over-month. With the right hashtag strategy and extensive research, ON Advertising positions Dorn Policy Group to be a bipartisan news source on what’s happening in the Arizona Legislature. Not to mention how it affects their clients and the communities they serve.

Developing Content That Resonates With Dorn Policy Group’s Audience

Content marketing is a very important tool for Dorn as it allows users to connect with the company. We offer strategic content marketing services designed to reach and resonate with their audience. This is achieved through monthly blog posts, videos, and infographics.

Also, we use SEO keyword research to help us determine what their audience is searching for to better position them in search engine results. Moreover, it helps drive the content on Dorn’s website.

Frankie Calandra, ON Advertising’s copywriter explains, “keyword research isn’t just used for Google Ads. It’s an important resource for writers to determine which words the client has the best chance at ranking higher for. When you see me working on website copy or a blog post, the keyword research is typically close by so I can formulate the copy around these important words”.

That mentality has given Dorn Policy Group incredible results. Looking at their website analytics, their organic search has played a vital role in attracting users to their page. Their organic search has blown up by 685% when compared to last year. This is entirely due to our push for obtainable keywords in the website copy and blog posts.

Email Marketing is Key in Dorn Policy Group’s Strategy

Another important element of Dorn’s marketing strategy is email marketing. Every month we create messaging that goes out to almost 17,000 contacts with the overall goal to generate traffic towards the Dorn website and interest in their services. Through this, we’re able to inform recipients of Dorn Policy Group’s range of services and why having a government relations professional is important to their business.

Through our email marketing efforts, our client has been able to generate more leads for their services. Additionally, our blog posts benefit from an increase in visitors by linking the emails to their respective pages. Tools such as campaign URL builders help us evaluate how effective our email marketing is in pushing users to the Dorn Policy Group website.

ON Advertising Are Experts in a Wide Range of Industries

We’re proud of the work we accomplished for Dorn Policy Group, Inc., and we’re excited to continue our partnership with them. As one of the top advertising agencies in Phoenix, ON Advertising is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.