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A good-looking website that no one ever sees

marketingWe were working recently with one potential client who briefly engaged us to redesign her business website. After coming up with a first draft of a new design, she was left torn.

“I like my current design a lot better than the design that you came up with,” she said, acknowledging that the bigger issue for her business is her site’s web traffic, which is abysmal.

(Try less than 20 unique visitors per day, and a Google PageRank of 1/10. Abysmal may not even be the word for it.)

The choice for this client came down to … stick with the current design, which was based on an out-of-the-box template that is near-impossible to work with in terms of back-end search engine optimization, or continue down the path of the new SEO-friendly design with modifications to improve upon the first draft.

The die was cast in favor of going with the current design, which means, well, a website that looks familiar, but also a website that is, in the absence of anything different behind the scenes to improve SEO, is going to continue to get less than 20 unique visitors a day.

You may be stuck in a similar place – pleased with the look of your current website, but frustrated that you’re not getting any business out of it.

A couple of old sayings come to mind here. One, that a tree falling in a forest makes no sound if there’s no one there to hear it. And two, the definition of insanity is trying the same thing over and over and expecting a different result.

If your website isn’t doing anything for you right now, it doesn’t mean anything if you like the way it looks. Bottom line.

Chris Graham is the president and CEO of Augusta Free Press LLC, a full-service web and graphic-design and marketing firm based in Waynesboro, Va. More online at www.AFPBusiness.com.

   
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Augusta Free Press LLC provides clients in the Shenandoah Valley and Central Virginia and beyond with marketing and PR solutions including web design, magazine/brochure, TV/radio, social media and overall marketing campaign design and implementation.
  • Web Design

    You want a new website, but don’t have the first clue as to how to build one. That’s our job. We take care of all facets of web design – visual design, layout design and content development. Get your business online for as little as $1,299.
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    The staff at Augusta Free Press Publishing has been recognized by the Virginia Press Association for excellence in layout and design. Whether you need a fresh business card design, rack card, ad, flyer or full magazine design, we can help with all your graphic-design needs.
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