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Improve your web presence starting from your website

What do we mean by Web Presence?

A web presence is what we commonly define as a “trace of our interactions in a digital environment” (over mobile technologies, Internet or any other device linked to the web). This trail is the one providing data about actions performed within this digital cloud.

Cloud and web presence

This cloud however has got its own rules and specifications defining every single aspect of it. Even though the entity communicating is the same (a company or an individual though a blog like this one, for instance) the target audience could be different since the communication is susceptible to the channel used – people landing on this blog post might be different from the ones finding this article through our facebook or LinkedIn profile.

The results: we have to define the variety of elements that have an impact on the results obtained by your web presence.


This is why, talking about web presence, you could think of the “social media popularity” which is strictly proportional to the size of an individual online presence, as it relates to the number of people they interact with (followers, in other words).


But what’s the most important piece of your business’s web presence? Some would rightly reply to this question saying that the most important piece is the your personal website.
We are going to start this small series of articles to evaluate this differentiation with the idea of analysing each of these elements, their rules and roles in enhancing the web presence.

So you need a Website. But why?

It becomes crucial at this point to define the goals of your website. Most common purposes of having a company website are:

– Create an OnLine presence: the need of establishing an online presence is the most basic reason for building a website. This is crucial since through your website you don’t only publish your business information, but also highlight what makes you special, and, most importantly, give consumers a way to contact you.

– Differentiate your business from the one of you competitors: Possibly the most complicated of all of the thee points treated here. Making your business stand out takes a lot of strategy since it means also establishing a clear and well defined e-marketing strategy. You will need to know what are you talking about and how. Maintaining a blog that portrays your thoughts and insights can help your website stand out and help consumers better understand your business.

– Capture leads and potential clients: A good business website can be used to capture potential leads. As the site grows it becomes a community for customers and potential consumers. Connect with potential consumers and find a way to continue marketing to them. Your website can be the elevator pitch and your connection the long sell.

Let your website succeed

Now that you have established what has to drive the creation of a website, let’s look at a couple of point to set in order to guarantee the success of your site.

1. It’s also about brand

The look and feel of your Web site is a key component to success on the Web. Most of us are concerned about SERP ranking when it comes to maximise the equation between web presence and revenue generated from it.

But does “location” means everything for an online business? For example, take a web-retailer that is enjoying great rankings in the search engines and that is looking for a possible redesign of their Web site.

The Problem: What would you think of it if, after pulling the site up, you notice that it is very ’90s, with no brand, not even a logo, and poorly organized? E-commerce site like that are typical of many: graphics-heavy (not even formatted consistently) and little to offer in terms of (keyword-rich) product descriptions.

Basically there is not consistency between the real business and the way they market themself on the internet.

Bottom line: there is no way that somebody would drop his credit card details on such a Web site. It’s not trust worthy. If I were a common searcher, I’d probably spend about five seconds on the page that I landed on, then hit the back button and check out the next result.

The rule to keep in mind: Build a Web site that exudes credibility and trust with your target audience. Because online, a competitor is always next door to your perfect location. And, next door to them is another competitor. You get the picture?

2. Your website has to be easy to use

Given that by now you have understood the importance of having a website with a strong brand, now you probably want people to fill out a contact form, call you, or buy a product.

The Problem: Let’s assume for one single moment that once the potential buyer lands into your website he struggles to find the most basic information. Where is your business based? Your contact number? How easy is to fill in the web form? Is there enough information about your services? How easy is every single peace of information to find?

Bottom line: Researches shows that Usability of the site comes second only to the functionality of the site, a good combination of functionality and usability is usually what determines the fate of a site. A user friendly site not only drives traffic onto your site, it also makes sure that your site’s services are easy to decipher and follow too.

The rule to keep in mind: Here’s how you can make sure that your site is perfectly usable and helps expand your user base too:

1. Should always be clear in its functionality: A user friendly site should always be clear and concise about the site’s functionality and should focus on the basis of the site right from the start.

2. Gets the customer what he is looking for: A good site should get the customer what he is looking for, a good site should be able to anticipate user’s behaviour.

3. Easy to Navigate: A user friendly site should be easy to navigate

4. Should be easy to comprehend: The content on the site should be easy to comprehend, written in simple language and should also be updated frequently.

5. Should take minimum loading time: A user friendly site should take minimum time to load, its response time should always be in tandem with the most viewed sites. How long does it take your Web site to load? Use this free tool to check your Web site’s load time.

6. Is technologically compliant: A user friendly site should be consistent in its approach when it comes to being viewed in different browsers and operating systems.

When it comes to your site’s success, its always the combination of Functionality and Usability that does the trick, remember a site that offers the most wide services is of no use if it can’t be used effectively by the end user. When it comes to your dream project, make sure that you have the most user friendly product in your hand, one that has the ability to attract traffic onto your site for times to come.


Every click/visitor to your Web site is valuable. Yet many don’t put the effort to get the most out of every click. Once you get people to your site, what do you want them to do? Download a white paper? Sign up for a newsletter? Complete a lead form?

We believe that a lot of effort should be put in order to guarantee a certain consistency on the brand and image of your website. This is the best way to state your unique identity and tell the rest of the word how are you and how do you differentiate yourself from the rest of the world out there.

But at the same time you need a website that follows some basic rules of engagement so that your potential clients are not tempted to go elsewhere to find the information they are looking for.

Now, be honest with yourself. Are you making this action obvious to your visitors? People on the Web have very short attention spans.

In other words this first two steps are about Brand and Usability. Next we will focus on the whole idea of keep of your website up to date and how this will help your business growing.

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