The Importance of a Custom Website in a 360° Strategy

Your website serves as the cover letter for a brand, company, or business in the digital space. It’s also a user’s first point of contact and your first opportunity to create an impactful bond with them. Many entities are going for custom web development that tailors to their customers’ expectations. This personalization plays a crucial role in making them stand out from their competitors, but most importantly, in attracting and captivating their users’ attention.

Websites built using tailor-made web development can deliver the best experience to every customer by providing them with what they need. The 2020 list of branding statistics from Small Biz Genius cited a curious finding from marketing calendar and agile task management firm Demand Metric. They found that 82% of consumers have a more favorable opinion of a company if their website includes personalized content as it aids in transmitting brand values and fostering bonds between brands and customers. That also inevitably translates into an increase in sales, a finding confirmed in a July 2019 study from the Boston Consulting Group. The BCG study found that custom web development solutions resulted in a 40% increase in the likelihood that a user would spend more than they had initially projected.  

With all of this taken into consideration, organizations are moving towards custom, flexible, customer-centric websites that can offer an enhanced online shopping experience through personalized content and design. That’s why the benefits of opting for tailor-made web development and its pivotal role in your 360° marketing strategy are numerous. 

Reasons for having a custom website

They help you connect with users

A custom website is a powerful tool for gathering customer information and serving them optimized content that gives them just what they need. This capability allows you to establish a valuable relationship with consumers since it gives them something they want to find and conveys to them that they are knowledgeable. 

They can boost your conversions

If your users get everything they’re needing, seeking, and wishing for, the likelihood they’ll convert multiplies, and as a result, you’ll get even closer to reaching your goals. 

They’re one-of-a-kind

Web customization that takes your business and its needs, as well as your users into account, will result in a distinct and original website. You won’t get the same result if you carry it out when you opt for a standard CMS with set templates, for example. Custom web development services will allow you to bring an added value to your brand, attract users, personalize its functionality, and stand out from your competitors. 

They make it easier to optimize your positioning on search engines 

Custom websites have an advantage when it comes to rankings on search engines. As a result of the ad hoc code we include in custom web development, we can optimize it to gain positioning. The impact lies in building the cleanest code possible and avoiding excess code or CSS that you find in templates or non-custom websites. Since the code structure is more fluid, the search engines have less information to process, and as a result, you have a more-optimized webpage when it’s time for crawling and indexing. 

Responsive: they adapt to every browser

Hiring a custom web development company guarantees that it won’t matter what browser or platform your users use to log on to your site. That’s because custom web development services incorporate responsive web design and its ability to adapt to any screen or device without losing any part of its functionality into its solutions. 

Here’s where web development for mobile devices comes into play since all of Google’s website indexing will use the Mobile-First Index starting in September 2020. Google will first crawl websites’ mobile versions for determining the positioning for its search results. A custom website can guarantee your success in ranking in a mobile-first SEO environment. 

They’re scalable

Custom websites are responsive both in their design and functionality. That means the code can adapt, optimize, and improve according to the needs of your organization at any time. It’s another reason to help you feel secure with the parts that help it work behind the scenes. 

Custom websites are a crucial part of your 360° strategy 

The perks of relying on a custom website prove that it plays a pivotal role in a 360° marketing strategy due to it being the platform that serves as the source that your other channels rely on to achieve your goals from your marketing actions. 

Your website is your brand’s display window, and its personalized web development has a repercussion in the rest of your marketing operations, such as your content arm. The User Experience should adapt to their interests through content tailored to what they’re searching for. That’s where smart content comes into play. Examples of smart content are those that get tailored to specific characteristics that define the user visiting the site. Therefore, smart content must be relevant for the website to garner engagement, boost its ROI, and acquire a higher number of higher-quality prospects.  

Opting for custom web development solutions is the first step on your path towards your website’s success. How can you come out on top in the digital world? You should place your bets on flexibility, answering customers’ needs, optimizing the browsing ability, and relying on the best technology to make it happen.