Another important aspect of building your business using the Internet is to have a main, central website
for your business where all your regular
content is available then have TWO
other sites to cover two critically important functions:
- A simpler, more direct lead generation site with a suitable domain name (NOT the name of your business, but based on keywords related to what prospective customers are likely to look for
what you do and where you're located). The purpose of this site is to make your business easy and fast to find online, and to deliver your offers directly to your target audience and to capture their names and contact details for intelligent follow-up.
- A mobile website that's specifically designed to attract and keep mobile device users with streamlined information and practical, useful tools and features that enable viewers to connect and interact with your business. This should be on the same domain as your lead generation website, but NOT automatically identified by a server-side script triggered by the device being used to view it. Instead, the landing screen should offer a choice if you're on a mobile device, click for the mobile site, but if you're on a desktop or laptop computer, click for the desktop/laptop lead generation site. You should also have an active, clearly-identifiable link to your mobile site on the home page of your main site.
This may seem unnecessarily complicated, but there are good reasons for this structure and theyll give you a definite edge over your local competition.
Yes, you can use Responsive Web Design
to create sites that can reconfigure themselves to suit any screen size. A major benefit of this is Google's stated preference for Responsive Web Design rather than script-driven recognition for mobile sites. The additional load on Google's search servers slows down delivery of search results, and Google is not recognising many mobile web sites that require server-side scripts to identify them. The fact that Responsive Web Sites don't need any recognition and redirection scripts or special sub-domains makes life massively easier for search engines, because the destination URL is the same for all devices it's the coding that determines which screen size is displayed.
But Responsive Web Design
is a compromise
, and not always a very effective one. If you want to be in control of your market communications, you need a smarter approach.
Savvy marketers are beginning to grasp this reality, but not many. Most online marketers are prepared to risk failure by refusing to cater properly to these important and growing audiences. YOU have the chance to get it right and steal the lead from your competition.