It’s imperative that your brand is showing up where your users’ attention is, and in today’s digital world, this is online. That’s why it has never been more important to have a highly visible website that is capable of turning users into customers.
When trying to increase the performance of a website, it’s common to turn to experts for help, which often comes in the form of an agency. In terms of your website, the obvious solution is to turn to a web design agency, but don’t rule out working with a marketing agency, as they should be able to enhance visibility through SEO strategies.
This article will analyze the pros of both routes, pitting a web design agency against a marketing agency when trying to increase website visibility.
The Case for a Web Design Agency
Better UX Can Increase Conversion Rates
A web design agency will likely tell you that there is no point appearing as the first result on Google if you are only going to direct users to a poor website. That’s because things like navigation, design and responsiveness will drastically impact how long a user spends on a website and what their end output is.
For example, if a website takes too long to load, a user may exit the site in frustration, which would negate the benefit that comes with any improved rankings.
Website Performance Can Impact SEO
These days, the performance of a website can impact rankings. While a marketing agency may also be able to assist with this, a web design agency is likely to have more understanding of this area.
The result of improving website performance is a win-win. It should help to reduce bounce rates and improve conversion rates due to enhanced UX.
Can Be Used as a Competitive Advantage
Whether it’s through emotional storytelling or user-friendly design, your website can be a source of advantage over your competitors. Fortunately, a web design agency should be able to assist with both of these things.
The role of a UX designer is to design websites in a way that a user can find what they’re looking for and complete actions without feeling like they are completing a puzzle. On the other hand, UI designers will be able to add visuals to your site that will support the story of your brand and also offer a professional look that conveys trust to your users.
The Case for a Marketing Agency
Can Improve Rankings Without a Full Redesign
A marketing or SEO agency will optimise your site for search engine algorithms; this includes adding chosen keywords into content and building links from high-authority websites to your website. This should improve your website’s visibility, without impacting other areas of your website.
By comparison, a whole new website will not only be costlier but is a more significant change, which may come with teething issues such as bugs or UX holes.
Good for Long-Term Growth and Algorithm Adaptation
A design agency may hand over the keys to your new website and then part ways. A marketing agency, on the other hand, is more likely to build a long-term relationship with its clients. When it comes to SEO, this is particularly helpful as your website will need to be updated accordingly in line with any updates to search engine algorithms.
Less Time-Consuming for You
If partnering with an SEO agency, you can afford to be less hands-on when compared with a website redesign. An SEO agency will be able to optimise your site without consulting you on many areas. On the flip side, a web agency will require guidance to keep your website on brand, with more regular approvals needed.
How to Decide Which One to Choose
Evaluate the Current State of Your Website
If it’s been a while since you updated your website and it’s starting to look dated, it’s probably a strong indication that you need to partner with a web design agency. Similarly, if it’s slow or hard to navigate, a web agency could resolve this and fix your visibility issues.
If feedback tells you that there are no issues with your website, but it struggles to attract traffic, it sounds like a marketing agency is needed to either increase rankings or brand awareness.
Consider Your Timeline and Resources
Consider if you are looking for quick results, and what type of budget you are working with. A web design agency is likely to be costlier to work with and may also require more time. On the flip side, they may be able to promise a higher ROI in the long run.
An SEO agency can make a difference from day one. Most will also inform you how many hours per week your budget equates to, while a website redesign will likely come at a fixed price, which your business may not be able to afford.
Consider Your Industry
The final thing to consider is your industry. If you’re operating in a niche industry or a very new industry, there may not be enough searches around your product or service to warrant working with an SEO agency.
On the flip side, a fashion startup may benefit from working with an eCommerce digital marketing agency as they’ll be able to offer a tailored approach for a competitive market.