Online, self-awareness is crucial

When it comes to doing business online, a lot has changed in a decade. Web marketing has grown from basic websites to mobile versions, search engine optimization and social networking strategy.

Local web developers say they do their best work when they have time to learn all they can about their customer.

“They need a web development company that understands business, first off,” said Scott Yant, founder of Boise Web Design, which is affiliated with Boise Online Mall, Boise Web Marketing, Boise SEO and Boise Web Hosting. “It’s a hands-on service. There’s just not a menu you can hand out.”

“The most important thing is just an understanding of their business and their customer,” said said Teri Williams, university web manager in Boise State University’s Office of Communications and Marketing. A web presence should focus on the end user, because “they are going to be who needs to access the content.”

Services vary quite a bit, depending on the size of the client and the industry, said Josh Olswanger, owner of Thrive Web Designs in Boise. He said his clients frequently request SEO and social networking services.

Social media

“Pretty much everybody” wants to be on social media, Olswanger said. A business’s website and social media platforms can be integrated so business owners can post new blog entries or social media updates once, and they will appear in multiple venues. But social media is more critical for some businesses than for others.

“Some companies just aren’t going to use the Facebook and Twitter tools as much as a photographer would,” Olswanger said. “It really depends on the industry.”

Businesses marketing to consumers – such as restaurants, entertainers and retail outlets – benefit greatly from a social media presence, Olswanger and Yant said. But Olswanger said even businesses marketing primarily to other businesses can benefit from using social media.

“There’s so many people who use Facebook,” he said. “It’s just more exposure. It’s just finding more people that might not have been found before.”

“It’s still important to have some sort of presence,” Williams said.

One key is deciding which social media platform makes the most sense. For example, a company that works with a lot of visual elements may benefit from setting up a Pinterest page.

“Obviously, things like Twitter can help you get your messages out,” Williams said.

Search engine optimization

The information provided on a website contributes to its SEO ranking – in layman’s terms, how close to No. 1 a website ranks in an online search such as Google. Complex algorithms “read” a website and rank it based on key words and phrases, and the algorithms change frequently to avoid manipulation by webmasters.

Keeping a website updated with fresh content helps boost SEO, Olswanger said.