Web Design - Worcester, MA - Search Engine Optimization blogs

aimtheory CEO Authors New Book for Open Source Software vtiger CRM

Ian D. Rossi — Wed, 17 Aug 2011 13:54:29 +0000

I recently had the opportunity to author a book for PackT Publishing, vtiger CRM - A Beginner's Guide. It is my first experience as a published author and, while I did not realize how difficult it is to write a book, I thoroughly enjoyed the experience and the personal growth I got out of it. PackT Publishing approached me because of my work on aimtheoryCRM, a vtiger-based cloud CRM solution.

The book is aimed toward small businesses that are looking for an open source CRM solution. It actually is a bit more than a beginner's guide--it shows you how to create a custom module in vtiger and modify style code (CSS) in order to give the CRM a look and feel that fits your business's brand.

Here is an overview of the content:

Chapter 1: You'll be introduced to vtiger CRM and learn a bit about its origin and history. The major technologies that make up vtiger CRM are outlined and the core feature set is explained.

Chapter 2: You'll learn how to install vtiger CRM on a Windows or Linux system whether in the cloud or on a traditional server or computer.

Chapter 3: In this chapter, you'll put vtiger CRM right to work. You'll import leads and/or customer accounts and create user accounts for your team. You'll also configure email notifications and backup.

Chapter 4: Here you'll take a tour of vtiger user interface and learn how to effective manage lists of CRM data. You'll also see how easy it is to track important customer data by cross-linking, storing documents and managing customer related emails.

Chapter 5: This chapter will show you how to use vtiger CRM for your specific business model. You'll learn how to install custom modules, create custom fields and change the layout of the screen to suit your unique business model.

Chapter 6: Your business processes are implemented into vtiger CRM in this chapter. It will cover mapping custom fields and using workflows to support your sales and business processes.

Chapter 7: You'll see the power of vtiger extensions, how to use them and will be introduced to some of the most useful vtiger extensions in the vtiger community.

Chapter 8: In this chapter, you'll learn how to customize the look and feel of the vtiger interface by creating your own custom vtiger theme.

Chapter 9: Your external systems, such as your website, will be integrated with vtiger in this chapter using vtiger's API and vtiger's Web Lead Form.

Chapter 10: You'll learn how to create your own custom module with the help of vtiger's vtlib module generation tool. You'll see how to also integrate your custom module with the other critical CRM data in vtiger.

Google+ Will Be Great for Your Business

Ian D. Rossi — Wed, 06 Jul 2011 15:53:28 +0000

UPDATE: Check out Google+'s product manager, Christian Oestlien, in the below video for Google's official announcement regarding plans for Google+ and businesses.

If you found this article because you've been reading about Google+, you know that it's a supposed "Facebook killer". But everybody is still waiting to get in. I finally got in last night. Some are begging shamelessly (on Twitter).

While the reasons behind Google+'s "Facebook killer" status are pretty well established--better privacy and usability--I'm really interested in seeing Google+ used in the workplace. As a web design company, we at aimtheory have a great interest in Google+. Not only for use in our own business processes, but we also have an interest in how it will affect the Internet marketing industry.

Why Will Google+ Be Great for Business?

Yes, Google+ will be great for business for the same reasons Facebook is currently being used by businesses and LinkedIn by professionals--business is, and has always been, highly social. But how will the specific features of Google+ be great for business?

1. One home base

You'll be able to separate your contacts into groups, and this will remove the need to have two different accounts--one for personal and one for business--like many have to do with Facebook and Twitter. You'll just send updates to the circles that they're aimed at. This will make life a lot easier for professionals. Of course, they'll want to maintain a Facebook, Twitter and LinkedIn presence as long as they're relevant.

2. Hangouts (Meetings)

We meet in business for the same reasons we meet in our personal lives--to communicate. Google+ Hangouts are video conferencing meetings that can support up to 10 people. Meetings rarely exceed this and shouldn't anyway. The Hangouts feature has been hailed as the best free videoconferencing--it shows whoever is talking on a large screen and all others in smaller screens. If someone else talks, they take center stage. And this all happens on a web page. No need for a clunky OS-based user interface.

This comes pretty close to face-to-face interaction and will no doubt be highly utilized by remote teams.

3. Circles for Project Management

With Google+ you separate your contacts and friends into groups called "circles". You can create an unlimited number of circles and you can delete them at any time, too without deleting the people in them. And you can do this very easily.

You could have a circle for everyone in your company, but then you could also create ad-hoc circles for a particular project or workgroup. So, if you're only working with a few workmates on a particular project, you can create a circle just for that project. When you post updates to Google+ regarding that project, you can send them just to that special project circle. When the project is done, you can leave it there for historical purposes, or you can delete it and move on to the next project.

This will come in quite handy for project management. It will be especially useful for teams that work remotely and use cloud-based apps like Google Docs. Documents and links to other things can be shared easily and privately.

Google+ for Google Apps Users?

It remains to be seen when Google will release the power of Google+ to Google Apps users. But when they do, we can be sure that the over 2 million businesses already using Google Apps will be waiting to take advantage. Granted, any of them that have personal accounts will already start using it for business. I know I am.

IT Support Services Launched in Worcester, MA

Ian D. Rossi — Mon, 20 Jun 2011 14:46:59 +0000

We're always striving to see where we can add value in the technology space. We're getting back to our roots by launching a new division of aimtheory--the Information Technology (IT) division!

aimtheory is now offering IT support and management services in the Greater Boston and Worcester, Massachuetts areas. Please see our IT services page for more details.

We're proud to welcome Bruno Dias to the aimtheory team as manager of the IT Support and Management Services division of aimtheory.

Welcome, Bruno!

Web Design - Worcester, MA - What We're Working On

Ian D. Rossi — Thu, 30 Sep 2010 20:34:33 +0000

Well, this is what my desktop is looking like nowadays (this is just one of my screens). There is an awful lot being accomplished by our ever-expanding team in web design, e-commerce, SEO and the like. And this is just what my desktop looks like.

Our designers are running Photoshop on their MacBooks, our developers are running development environments and debuggers and our project architects/managers, like myself, are poring over and creating diagrams, user experience documents and are just keeping the ball rolling.

We currently are working on two Magento projects. In each project the client is completely reinventing their online store and has thousands of products. Magento will surely take their business to the next level with its support for search engine optimization and its award-winning e-commerce feature set. Without doubt, those clients will experience higher conversion rates and more return customers.

We are also working on several Drupal projects, where website content is the focus, rather than e-commerce. Each of the projects is a site redesign, as many websites currently don't employ a powerful content management system like Drupal.

How do we juggle so many tasks within so many projects? Our process employs a centralized project management system that our whole team can access via the web. This way all communications are captured and we don't end up repeating ourselves. This produces the best possible end result for the client.

If you need some help with your website or your online store, please contact us and we would be happy to make our team work for you too.

Click here to contact us.

Web Design Worcester, MA - Why Magento E-Commerce is the Best

Ian D. Rossi — Wed, 15 Sep 2010 21:53:09 +0000

It's so full featured that companies like 3M, The North Face and Samsung are using it

For 14 years I've been working in Internet marketing, web applications and web design. Worcester, MA--the location of my home office--and the surrounding areas have been my main focus over the past year, although I've historically served customers nationally and around the world. While I've done some Magento consulting in the Worcester area, one thing I've noticed about the business of web design in Worcester is that businesses around here are not quick to adopt new things, such as open source. That's part of the reason for this blog--to spread awareness of the great business benefits that can be reaped by adopting open source web technology.

While Drupal--an open source content management system (CMS)--is hands-down the best choice for content-heavy websites, Magento Commerce is also, hands-down, the best choice for a web store. Getting back to the fact that businesses in Worcester are slow to adopt new things like open source--I'm here to say that Magento is one of the best new things to enter the world of open source software in last decade. In this post, I'll highlight some of its best features and the benefits that come with it.

Magento is also extremely powerful, technically speaking

What is Magento?

Magento is a piece of open source software that allows you to create an online store where you can sell anything, just like Amazon. What does open source mean? Well, a company called Varien created Magento and then released to the world for free and gave them to power to do whatever they wanted with it. In the three years since it's release, Magento has grown into the superior e-commerce system.

Why Magento is the Best

Without going into too much detail, Magento has the majority of the common features that you would come across when you shop on large retail sites like Amazon such as, customer reviews, related products, wish lists, reward points systems and shipping/order processing integration with all the major carriers like UPS, Fedex, etc. It's so full featured that companies like 3M, The North Face and Samsung are using it.

There are other open source e-commerce systems that are free like ZenCart and osCommerce, but they have severely wained in popularity since Magento's release.

This chart, which came from Google Trends, shows that while osCommerce enjoyed a great amount of success in the past, it has dropped off considerably since Magento's release. Magento is set to continue to increase in popularity and usage over the next several years.

Magento's way of organizing and presenting products and categories allows the visitor to easily focus on their search for a particular product

Magento is also extremely powerful, technically speaking and, since it's open source, you can modify it to do whatever it is that may be specific to your business model. For example, we have one client that we're working with who currently drop ships their products from multiple suppliers. Since we have access to the source code, we're able to automate the order processing so that Magento will automatically send purchase orders to the right supplier even if the customer's order has items from several different suppliers. And it won't matter if supplier A wants to receive an email purchase order and supplier B wants to receive a fax order. That's the power of the open source model in Magento.

One of the biggest issues with online retailers today is search engine optimization (SEO). If the product content in the store is not organized efficiently and according to Google's standards, that store will suffer. Magento was built with this challenge in mind. Many online stores today that are stuck on old systems like osCommerce have a huge dilemma in trying to optimize content for hundreds or thousands of products. Magento makes it easy to optimize content from the very beginning. Moving product content into Magento from an old system can be challenging, but it can also be automated to take away a lot of the legwork.

Another benefit to the superior product organization in Magento is usability. Have you ever opened a website and immediately left because you felt like your brain would explode? There are many online stores and websites that just offer way to many options and links on the home page. This just paralyzes a visitor mentally. Magento's way of organizing and presenting products and categories allows the visitor to easily focus on their search for a particular product. Dynamic hierarchal menus remove potentially overwhelming lists of products and categories from the visitors initial view and allow the visitor to explore them when they're ready.

The fact, too, that Magento is so popular and open means that it has "plugins" to other commonly used systems like Quickbooks and other online services, such as email marketing. This goes a long way toward growth and streamlining your entire business.

In summary, Magento is hands-down, the best choice if you're considering creating or redesigning an online store. Definitely don't choose a system that is designed by a vendor and only used by their clients. This will lock you in and limit the power you have to integrate, upgrade and freely manage your store. There are many, many Magento solution providers, including aimtheory, that can help you with your online store and you don't have to worry about being tied to one if you're ever unsatisfied. You can take your Magento store wherever you want and hire whoever your want to work on it.

If you have more questions about Magento or e-commerce, please contact us. We'll be happy to help.

How to Do Search Engine Optimization (SEO) in Worcester, MA - Part 2

Ian D. Rossi — Wed, 25 Aug 2010 18:24:45 +0000

In How to Do Search Engine Optimization (SEO) in Worcester, MA - Part 1, we talked about how Dallas Cowboys fans still shouted, "We're number one!" last season even though they clearly weren't. Many web firms will claim that they'll make your website "number 1 on Google", but this is an empty promise. We discussed how Google has the last say on who is number 1 and that there are some rules to follow if you want to climb the ranks.

So, how can relevance, keywords and structure help your website climb the Google ladder and get in front of more customers? We'll examine each of these areas in detail.

Relevant to Your Customers

Write content for humans, not for robots.

Many business people today are searching for products and services on the Internet. However, the products and services they're looking for address a specific problem. In Keith M. Eades' book, The New Solution Selling, he uses the word pain a lot. "No pain, no change," he says. "Pain flows throughout the entire organization." Yes, usually, when a business user is searching for something on the Internet, it is usually related to some pain in their business.

You are sure to have success if you create content on your website that specifically addresses your customer's pain. You might say, "But if I don't put product- or service-related keywords on my website, then how will customers find me?" This is a great question. Check out keyword co-occurrence. (That in another article.) Don't forget, Google heavily weights your PageRank based on the popularity of the page. How do they measure popularity? The number of times it has been viewed AND the amount of time spent on the page. People spend more time reading content that is beneficial to them.

Keyword stuffing--let's not do that and say we did

So, if someone visits a page on your site and they spend 5 minutes or more reading the entire page because it really speaks to their pain, then you've won the popularity vote. So, to answer the keyword question above--When you write about a solution that really speaks to your customer's pain, you will inevitably include keywords that are related to your product or service and those will get indexed by Google. Once you've addressed their pain and established the right solution in concept to the visitor, pitch your product or service at the end of the web page as a tie-in to the solution.

Write content for humans, not for robots.

How to Use Keywords Properly

I'm so glad that you're reading this article on search engine optimization (SEO). It's very important to your success in search engine optimization (SEO). Search engine optimization (SEO) is the essence of attraction marketing on the Internet. It's so important to Google, which is a search engine. Optimization is key. The first step to successfull search engine optimization (SEO) is...

You should put your targeted keywords in the title tag only one to two times

Ugh! It was annoying just writing that! This blog post will probably get penalized for that. It's called "keyword stuffing". It's bad because (1) the search engines will penalize your website for it and (2) your site visitors will hate it and they'll leave your site. Additionally, they won't link to your site, but that in another article. So--keyword stuffing--let's not do that and say we did.

First things first. Use a tool like Google's Wonder Wheel or Keyword Tool to find out what keywords people are using to find the products and services you offer. Then, use those keywords several times in your content, but just don't overdo it. Think of your neighbor and what he would think if he read it. Would he say, "This is weird. Why are you saying the same thing so many times?"

As an example, take a look at this post. I'm hoping to attract people that are looking for help with search engine optimization. With the exception of my keyword stuffing example, you don't really see the keyword "search engine optimization" a whole lot in this article. That's because I'm addressing the pain first. At the end of the post, I'll talk about how aimtheory's SEO services can provide the solution to relieve the pain of the customer. Maybe you are that customer.

Remember, write content for humans, not for robots.

Why Structure is Important for SEO

This section will get a bit technical. You may already have some knowledge of HTML. I'll try to keep it as simple as possible.

We're going to discuss three key elements of your web page, the title, the description and the content.

A web page's <title> tag is one of the things that Google looks at. The title of the web page appears in the title bar of your web browser. For example, the home page of aimtheory.com has the title of "Recent Internet Marketing Projects | Web Design in Worcester, MA".

You should put your targeted keywords in the title tag only 1 to 2 times and it shouldn't be too long, as in more than 68 characters. (There are varying opinions on this.) Don't stuff! The title tag for our home page looks like this:

<title>Recent Internet Marketing Projects | Web Design Worcester, MA - aimtheory</title>

The meta description is what Google uses to show searchers a little bit about your website.

Again, the description should be relevant to the page. The keywords in the description of the page should match the keywords in the content body of the page. Here's how our meta description tag looks.

Finally, the content must also be relevant. Notice how the keywords in the content body of our current home page match the description and title.

We like to keep our home page short and sweet and do most of our SEO through the blog. Normally, a good article that will attract traffic is up to 500 words long.

Getting back to the structure of the content: Try to insert your target keywords toward the top of the content and not too many times. Including each keyword up to 6 times is an acceptable standard. Also, put <strong></strong> tags around the keywords in appropriate places when you want to emphasize it, but don't go crazy. The strong tags do improve SEO. Remember how I used strong tags in my "keyword stuffing" example? That's a good example of how not to use them.

Make SEO Easier

Now that we've covered effective techniques to improve your search engine rank and follow the rules, we've got to employ them. Doing so requires quite a bit of legwork, especially if you have as many as 100 pages on your site. There would be a lot of HTML to edit.

A content management system, like Drupal, can remove a lot of the legwork. It removes the need to edit HTML. When you edit a web page in Drupal, you just enter your description into a field that is specifically for that, instead of having to edit the HTML. It structures content properly so that the search engines can consume it with ease.

Most of the websites we've designed for clients are built on Drupal and they have experienced a significant increase in PageRank due to the ease of management and structure.

If you would like us to help you improve your rank on Google or want to know more about a content management system like Drupal, please contact us or check out our SEO services for more information.

How to Do Search Engine Optimization (SEO) in Worcester, MA - Part 1

Ian D. Rossi — Wed, 18 Aug 2010 15:21:12 +0000

"We're number one!"

We frequently hear people chanting this perhaps at school sporting events and even professional ones. In fact, you could hear it even at a Dallas Cowboys game last season. (Sorry if you're reading this and you're from Texas, but I'm making a point.) Even though the fans are saying that Dallas is number one, they are clearly not, based on their record, and the chances of them being number one are really slim.

Google has succeeded at warding off brute force methods

When it comes to search engine optimization (SEO), have you heard or seen the following claim before? "We guarantee you the number one spot on Google!" Well, this claim is akin to Dallas Cowboys fans shouting their erroneous chants of NFL supremacy.

Many web/SEO firms will claim that they can bring your website to the top of Google's ranks. However, a reputable company will not make this claim. Why?

We're going to share some valuable information in this blog post. We'll reveal here part of our own SEO strategy. Some may think that this is revealing "trade secrets" and that it's bad for business. We disagree. We know that some of you that read this will use it and have success. Others, though, will read it, realize its value and then contact us to take care of it for them.

Only Google Can Say Who is Number One

The way Google ranks websites is generally public knowledge, but the team of people at Google that manage the search engine are constantly changing their algorithms and indexing techniques based on what they feel is relevant and fair, so no one but Google really knows exactly how to get your website to number 1.

You could say that relevance, keywords and structure are braided together into the strategic ponytail of...

Google has succeeded at warding off brute force methods. For example, in the past, a rogue company would steal content from other websites and then multiply it on their site. This would trick Google into believing that they had relevant content, when the content was really useless jibberish. You may have come come across one of these sites in your own web searches. This approach won't work anymore, because Google has become wise to it.

Search Engine Optimization is About Playing By the Rules

"But you just said that no one really knows the rules except for Google, so what are you talking about?" you might say. Great point. There are general rules, and yes, there are secret rules--the ones that only Google knows. We're going to focus here on the general rules of search engine optimization.

The number 1 rule that Google follows in ranking websites and content is relevance. If you follow this rule, you can't go wrong. First and foremost, if you make the content on your website relevant to your customer's needs, then you'll have a measure of success. But there is more.

Keywords come into play heavily, since this is how your customer finds you--they use words to describe what they're looking for. If those words are the same words you use to describe your products and services, then that's another win.

Finally, the structure of your content matters a great deal to Google. Headings and certain types of content formatting and positioning have to be given much attention.

You could say that relevance, keywords and structure are braided together into the strategic ponytail of...OK I'm abandoning that illustration. These three things are the tines on the pitchfork of...OK, you need these three things if you're gonna do SEO. How's that for eloquence?

In How to Do Search Engine Optimization (SEO) in Worcester, MA - Part 2, I'll get into the specifics of each of these three areas. We'll go through an in-depth explanation of each area with examples included. Even though we work with clients globally, we're trying to target customers in the Worcester, MA area that are looking for web design, so we'll use that as an example.

To get notified of when Part 2 comes out, just follow this blog using the links at the top right.

Why is an Open Source Content Management System Best for Your Website?

Ian D. Rossi — Tue, 10 Aug 2010 18:20:21 +0000

On the Internet, the symbol of a padlock is frequently associated with security--specifically credit card security. You'll see the padlock icon somewhere in your web browser when making a purchase from a reputable website.

However, the padlock symbol at the top of this article is unlocked. Why? Because this article will discuss the benefits of using an open source content management system for your website. So, why would an unlocked padlock represent an open source content management system for your website? Would it mean decreased security for your website? Far from it.

What in the World Does Open Source Mean?

Russ figures that there's not too much cause for concern since Action Pizazz Studios built a "cutting-edge" website for them. He figures that another firm can just pick up where they left off.

It's easy. All it means is that the designer of a system wants to share that system with others. For example, a fellow named Dries Buytaert developed an open source content management system called Drupal. He decided to share it with everyone on the Internet, so he put the source code online. Then Forbes Magazine, MTV, Lifetime Television and thousands of other companies used his source code to make their own websites.

When he shared the source code, (the bits and pieces of the actual computer program) he made it open source.

Why Does Open Source Help Me?

Great question. Let's start with a story.

A business manager named Russ is tasked by his boss (the business owner) to go out and hire someone to create a website. So, in the fall of 2001, Russ hires a real sharp guy named Ben to design their website. Ben does a great job with the website. Over the next few years, Russ pays Ben many times to update some text and graphics on the website and add some new pages.

The First Website Redesign

In the spring of 2004, Russ is under pressure to get the website redesigned in order to keep up with changing demand and economy. However, Ben has become an architect and given up web design.

The investment that his company made in that "cutting edge" system with Action Pizazz Studios is lost.

So, Russ does his due diligence in selecting a vendor and hires a web design firm called Action Pizazz Studios. They setup a brand new website that is "cutting-edge". They've even created a content management system so that Russ and his staff can make updates to the website themselves. All is well.

The Second Website Redesign

In the fall of 2008, once again, due to the changing demands of the market, Russ needs to add some more sophisticated features to his website. His plan to enhance the website is ready and he picks up the phone to call Action Pizazz Studios. As he begins to dial, he receives an email with the subject line "Action Pizazz Studios Closes Its Doors". It's a blast email that was sent to all of their clients explaining that they are going out of business and that they'll be glad to refer their clients to another vendor.

So, Russ figures that there's not too much cause for concern since Action Pizazz Studios built a "cutting-edge" website for them. He figures that another firm can just pick up where they left off.

"...you can always take your website somewhere else and keep your initial investment in the website."

A few weeks later, he gets a proposal from another web firm explaining that it would actually cost more to modify his existing "cutting edge" system, than it would to completely rebuild the entire website. The investment that his company made in that "cutting edge" system with Action Pizazz Studios is lost.

Vendor Lock-In Kills Your Investment

What went wrong? Take another look at the padlock at the top of this article. Now imagine that it's closed. When Action Pizazz Studios built a content management system all their own, they locked Russ into using only their firm. It's called vendor lock in--you may be familiar with it.

Finally--A Real, Lasting Solution

So, let's go back to the question, "How does open source help me?" Let's continue with the story.

Russ is in a bind. He finally gets approval from his boss to bite the bullet and get the website completely redesigned--but he's not going to make the same mistake twice. He interviews several web firms. During one conversation with a professional consultant named Lars from For the Stars Internet Group, he says, "Lars, this all sounds fine and good, but how do I know that you won't go out of business and then I'm back where I started?"

Drupal has benefited from contributions of hundreds of thousand of developers/programmers all over world.

"That's a great question", says Lars. "We don't build our own system here. We use a system that is free and open source called Drupal. And that same system is used by hundreds of other web firms around the world, so you can always take your website somewhere else and keep your initial investment in the website."

"Well, that sounds great, but let me do a little research and I'll get back to you", replies Russ. Russ hangs up the phone and does a Google search for "Drupal". He spends about a half hour reading about Drupal and discovers that there actually IS a huge directory of hundreds of web design firms that use Drupal to choose from around the world.

He dials Lars back: "Where do I sign to get this thing started?"

Use of Open Source Website Software Results in Low Cost of Ownership

What's the conclusion? If you use open source software that can be supported by many other vendors, then you don't risk losing your initial investment of thousands of dollars.

Open Source Software Generally Has More Features

There are a myriad of other benefits besides cost. Open source software is generally feature rich because so many people are working on it. A piece of software built by a small company can only go so far with a limited number of people enhancing it over time.

Drupal has benefited from contributions of hundreds of thousands of developers/programmers all over world.

Are you ready to get started with Drupal? Have some questions? Just contact us.

Exclusive Web Design Discount for Blackstone Valley Chamber Members

Ian D. Rossi — Mon, 02 Aug 2010 15:33:07 +0000

We just recently joined the Blackstone Valley Chamber of Commerce and want to show our appreciation for the vital part that it plays in the local economy. So, we're offering a 5% cash back discount to all BVCC members on all new website projects until August 31st, 2010.

That means that if you choose our Internet Marketing Machine package, you'll get two hundred bucks back. See our pricing page for our fair price listing. With the Internet Marketing Machine package, you'll get a no-touch lead generation system that will result in increased exposure for your business and a better bottom line.

aimtheory performs web design services in Worcester, Massachusetts. I've been providing web design solutions for 14 years and the members of my team are equally experienced and proficient. Let us apply our cutting edge approach to your business and you can plug in to the new Internet marketing pipeline.

Ready to get started? Contact us.

Why is Website Content So Important in Worcester, MA?

Ian D. Rossi — Wed, 28 Jul 2010 15:38:40 +0000

A business manager, Steve, returns to his office after attending a conference. He has several business cards that he received there, some of which he wants to follow up on. He remembers that a really friendly and outgoing rep named Robert gave him a business card and encouraged him to call. But Steve prefers to get as much information as possible before making a phone call.

He punches in the website on the rep's business card. While the company's website looks nice and makes a decent impression at first, Steve's search for vital information on the website proves fruitless. Many of Steve's questions can't be answered by browsing the website. So, he pulls out another business card that he received at the conference. Robert has lost the sale.

Almost all consumers (97%) research products and services online before making a decision to purchase

Why did Robert lose the sale? His organization's website lacked informative content. It looked nice and was built, perhaps, to enhance the company's image. But the website failed to engage Steve and, therefore, lost his interest.

Why is website content so important? Let's examine 3 reasons.

Reason #1: Attracts Visitors Through the Search Engines

A high amount of relevant, informative content can significantly increase your ranking on Google and the search engines. Therefore, content creation--or writing good articles on your website--is a key SEO (search engine optimization) strategy.

If you go to WebsiteGrader.com and grade your website, one if the things it will show you is how many pages Google has indexed for your website. If your website only has 10 pages, then Google will only index 10 pages. If you have more pages on your website, then your website becomes more relevant in Google's eyes. Then they rank you higher.

Reason #2: Keeps Customers and Prospects Engaged

A study performed in March 2010 showed that almost all consumers (97%) research products and services online before making a decision to purchase. This means that businesses have to engage customers online, on their website. Customer engagement only goes so far on Google Maps, Twitter and Facebook.

The customer thinks: "Wow, they really know what they're doing."

So, how do you engage the customer on your website? When you have information on your website that your customers and prospects really need to know, they'll stay on your website for a longer period of time. The more time a customer spends in a store, the more likely they are to remember that store. It's the same with your company's website. Not to mention, Google measures the amount of time visitors spend on your website.

Reason #3: Builds Confidence in Your Organization

If a customer gets information on your website that they can actually apply to a specific task in their day-to-day and it helps them to succeed at that task, that really builds confidence in your organization's competence. The customer thinks: "Wow, they really know what they're doing." That increases the chances that they'll do business with you.

How Do I Build Content on My Website?

Time. It takes time. But it doesn't have to take months or years. Someone in your organization needs to dedicate time each week to writing high quality, useful content. Here at aimtheory, we make an effort to make at least two blog posts each week, just like this one. On top of this, we're always making sure that our permanent web pages are up-to-date and changing so that the search engines will capture those updates and reward us.

Many business owners and their staff are busy enough taking care of customers and may not have time to devote to writing website content. In that case, you can outsource the content writing to a web firm. They will usually work closely with your organization's SMEs (subject matter experts) to create the high quality content that your customers are seeking. The ROI on this strategy is proven, as the highest ranked sites on Google continue to be websites with large amounts of relevant content.

So, what's the conclusion on the importance of website content and building for your business? Simply--It works.

Would you like to build content on your website? Would you like some help? Just contact us.