Deciding to build a new website is one of the most important marketing decisions you can make. Whether you’re an eCommerce company, service business, or startup, your website should be designed to work hard for you; from setting a great first impression, to converting more of your visitors into leads and customers.
At Exposure Ninja, we design websites to make money for their owners. That’s why, as well as aiming to make your website the best looking one in your market, our primary driver is increasing traffic and conversions.
The Core Ninja Website Principles
We build websites to generate leads and sales. This means that, whilst every website project is different, every Ninja build obeys some key principles:
1. First impressions count
Your website should give a great first impression about your business. We believe that your website should look world class on whatever device your visitors use to find it. People judge books by their covers and businesses by their websites, because the quality of your website is often the only means people have to judge the quality of your business. So your website needs to look truly Ninja.
Before we start the design phase, we’ll discuss with you the scope of the project, your goals and any design elements that you’d like to see included. Want to send us some websites that you particularly like? Great. No idea what you want? That’s okay too. We’ll have plenty of our own suggestions of how the website should look, so if you’d rather just leave it to us, we’re perfectly happy working that way.
2. Websites should be built to convert
Whether you’re driving new traffic to your website or simply using it as a brochure for your existing leads to find out more about you, every page on your website should have a clear goal.
We build all our websites this way, with a clear goal in mind. Each page’s layout will be focused on driving attention to its primary goal and the copy will be angled to drive readers to it, too. We create for a dual readership path, meaning that both the impulsive fast-action visitors and the more methodical, considered viewers are both served by the layout. We ensure that navigation is logical and takes visitors to the information they need as quickly as possible.
3. Website copy should sell the benefits
The shocking truth is that no-one cares your business was formed in 1908 by Great Uncle Boris. All they care about is what’s in it for them. Every sentence on your website should be focused on how you help your audience get closer to their goals.
Of course, Uncle Boris can be useful, but only if we focus on the benefits. Your company has been established so long that there are no situations you haven’t dealt with and nothing that you can’t overcome. You set the benchmark in your industry and this makes you THE best choice for your customers. For example.
As part of your website build, if you’d like our specialist copywriting team to write the content for your website, we’re more than happy to. Alternatively, if you’d like to provide your own, we’re happy to edit and optimise it for you.
4. Every website should have built-in SEO as standard
Rather than “adding on” SEO, we build it right into the development process. In fact, we start keyword research at the same time as the initial design, because our findings may well have implications on the structure and content of the website.
We optimise all copy and key pages, then submit the website to Google once it’s live and ensure that it’s being indexed properly. We’ll even track your before-and-after ranking to make sure that any fluctuations around the website launch are ironed out and visibility begins to increase.
It goes without saying that your website needs to be mobile-friendly. All Exposure Ninja websites are built to look and work great on mobile; from tap-to-call phone numbers, to our User Flow Prioritisation method, which sees page elements reorganised on each device according to the priority and intent of each visitor.
Not only will this be great for being mobile-friendly for your users and ranking within Google, mobile-friendly websites will have an easier time converting mobile traffic created via PPC, Facebook Ads, and referral traffic from Influencer Marketing.
Our Website Building Process
A website is a complex project, but that doesn’t mean getting a new website built should feel painful, drawn-out or uncertain. If you’ve experienced “industry standard” website development processes with other web development companies, you’ll know that it’s almost always a complete nightmare. Not with Exposure Ninja.
We’re really proud of our super-organised website development process, which removes as much of the stress as possible, whilst keeping the project moving forward.
What Type of Websites Do We Build?
We build the vast majority of our websites in WordPress. Here’s why:
- It’s very easy for our clients to update their own websites. You absolutely need access and control over your website, so this is important.
- Additional functionality is easy and economical to add using plugins.
- It’s a dream for SEO.
- It’s the world’s largest and most popular website platform. No more out-of-date frameworks and weird systems that only your uncle’s goddaughter’s son in law knows how to use.
- It integrates with everything from eCommerce fulfilment to CRMs and booking systems.
How Can I Tell If I Need a New Website?
Here are a few of the most common issues that can indicate it’s time for an update
Low (or no) conversion rates
A low conversion rate means that very few of your visitors are turning into leads or customers. What constitutes a low conversion rate depends on your traffic source, market and calls to action. But if your website isn’t generating enough leads from the traffic it’s getting, it’s generally an indication that it’s unclear, unappealing, or tricky to navigate.
Worse still are websites that have no tracked conversions at all, so the business has no idea how well or poorly they are performing. In this type of situation, it can be irresponsible to run advertising, as the effectiveness cannot be measured in a meaningful way.
High bounce rates
Depending on the cause, a high bounce rate (people leaving your website before visiting a second page) can be an indication that something is fundamentally unappealing about the website. Common causes of high bounce rates include slow loading times, a lack of internal linking from pages that rank well on Google, ugly layouts, unclear messaging and mobile-friendliness issues.
If your website is not optimised for mobile, you needed a new website in 2014. No matter your market, mobile traffic should be a significant portion of your visitors. If your website isn’t mobile friendly, not only are you losing conversions, but your website will be suppressed in mobile search results, losing you traffic as well.
But mobile friendliness is about more than just making sure your website is operational on mobile. Inside Google Analytics, you might notice that your mobile traffic has a much lower conversion rate than desktop traffic. This can be an indication that the experience for mobile visitors still isn’t optimal. For example, if your website is responsive but key elements are ordered on mobile screens to show much further down the page than they should, this can lead to a higher mobile bounce rate and reduced conversions.
You are embarrassed by the thought of important customers going to your website
This is one of the most telltale signs of all. Your website is a seriously important part of your business, so if you are embarrassed about it, this should raise warning flags.
If you’d like an honest second opinion on whether you need a new website
request our FREE website and digital marketing review.
We’ll let you know whether a new website should be a priority or not.
Every Exposure Ninja website is priced according to the amount of work involved. The factors which define the price include:
- The number of pages required
- How much new copy is required
- If existing copy requires a refresh
- Whether you need a new logo and branding designed
- Any additional competition-destroying functionality that the website needs
To get an approximate price for your website project, request a free consultation. We’ll ask a few questions which will allow us to give you a ballpark figure. From there, we can put together a detailed specification with you which will allow us to give a final price. This final price will always be agreed upfront and there are no nasty, hidden fees.
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