Superior Web Design Greenpoint | ProStrategix

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Greenpoint: Gentrification on Hold?

Greenpoint is one of those hidden neighborhoods in Brooklyn. After rezoning in the late 2000s, new developments started to pop-up along the waterfront, and it seemed destined to become the next, Williamsburg or DUMBO. However, in the aftermath of COVID, things appear to have paused.

A number of businesses have struggled. Some didn't make it. As we start to come out of COVID in 2021, the question is will the gentrification return? What will the character of the neighborhood be? Will the foodie restaurants, bars, galleries, and riverfront high-rises refill? 

It's a real marketing challenge when faced with an uncertain demographic. How can you hold on to what you have, but be ready if things return to the way they were?

Why Web Design is Important in Greenpoint?

There are very few models for business where gentrification has paused. It creates a bit of an identity crisis. But, you haven't changed. A great website still lets people know you exist and ready to serve your customers, whomever they might be.

  1. While the neighborhood is in a transition state, you don't have to be. Let your site make a statement about who you are and why you exist.
  2. Your website is likely how you raise awareness about your business so make it easy to use and follow so people understand it quickly.
  3. A fully responsive mobile site lets you target your current base in the immediate neighborhood and remind them of what you have to offer.

User Experience (UX): User’s Value Finding Information Fast.

When you ask users what they want, they will tell you. They want information fast. They care about finding information over 7 times more than the care about appearance.

Important factors of web design

Therefore, your design elements should focus on helping the user find pages on your site versus just creating visual impact. Otherwise,  60% of users leave a site if they can’t find what they need easily.

The 1 to 3-Second Rule

If a page takes over 3 seconds to load, mobile users bounce as the Pingdom chart below suggests.

Pingdom Bounce Rate vs. Page Speed

SEMRush gauges page speed using a 1 second rule. I would argue they are closer. My personal experience suggests that the widow has continued to narrow.

Main Drag on Page Speed is Unnecessary Code

If you are not a web designer or web developer, terms like render blocking ccs or unused JavaScript, will be very foreign. Knowing the terms are not as important as understanding the cause

Google Page Insights Illustrating render blocking resources

The root cause of most speed issues is the content management system (CMS) that you choose for your website. 

Themes Will Slow You Down

If your site is built on Wordpress or Wix, you are using a theme. Every theme carries a set of instructions (CSS), which tell the browser how to render the page. Every theme has customization options, drop-down menus, animations, and such.

When a page is rendered, the browser has to sort through all this code to see what your content requires. The unused features can stop the page from rendering, creating render-blocking resources or unused CSS. 

Theme Are Easy But Come at a Cost

A theme is user friendly. They are faster to build, easier to maintain, and simpler to update. You do not need to understand coding or even basic HTML or CSS commands to get great looking results. However, there is a big trade-off, and that is page speed.

Why Digital Marketing is Important in Greenpoint?

There are very few models for business where gentrification has paused. It creates a bit of an identity crisis. You aren't likely to go back to the neighborhood it was. Too many old time residents moved. You might not become a haven for the hip. Then, what are you? Personally, I don't think NYC is dead. It will bounce back, as it does, I believe the gentrification pause in Greenpoint will end. So the question is what to do in the meantime? This comes down to branding and targeting. Can your brand meet the target you have today and expand to meet the target of tomorrow?

  1. Local digital marketing in Greenpoint is about targeting. Who are the right people to reach, now and 2-3 years down the road?
  2. Once you identify the target, it is important to raise awareness among them that your business exists and begin to reach a wider group who may become your target in the next few years.
  3. Local digital marketing lets you target your current base in the immediate neighborhood and encourage a new set of customers to come see what you have to offer.

Simple Navigation That is Clear and Easy to Follow

To have a navigation that is easy to follow requires that you understand how your user is likely to search for information. It is very important to remember that your user may search for information very differently from you, especially if you are an expert in the field and they are not.

Importance of Page Mapping

To keep the communication focused, each page should be designed to answer a given set of questions around a core theme. Since we know the core theme, we can link these pages to keywords or key phrases. 

The key reasons why it is worth the effort to map pages to key words are:

  1. Helps to minimize confusion as each page has a clear answer or a means to reach that answer quickly.
  2. Helps indicate to the user and the bot what the page is about.

This is a key step in any design and development process.  

Measure & Monitor Your User Flow

People can be difficult to predict. Even with the best planning, sometimes the flow isn’t quite right. User flow on Google Analytics can really help. You can see how users are browsing the site. 

Optimizing

If you find users are acting differently versus how you intended. It’s important to take note and make changes. Web design is never “a set it and forget it” activity. Monthly monitoring and testing are recommended. 

Mobile friendly

A high-quality user experience is important on all devices. This is just the cost of entry these days.

Most themes and common website builders are responsive, which means it adapts the code (html and ccs) to suit the device. 

There are several ways to achieve a responsive design. The main tradeoff between the options is page speed.

We recommend custom sites because they are designed as mobile first. They use only the code that you need, so they are fast. Lastly, the lost revenue from bounces and poor conversions generally more than offset the cost.

All themes will require “fixing”. Without some way to weeding out that excess code, page speed load times will likely cause you to perform poorly on mobile. 

Data show page speed is a key indicator bounce rate. If your page takes over three seconds to load, bounce rates balloon. Any bounce is a lost opportunity to influence your user.

There are plugins and other solutions. But, again, there is a trade-off between cost and performance.

Summary

Your website is the most important communication tool in digital marketing. Therefore, you want it to be its best.

Users value finding information quickly. Finding the information quickly is seven times more important than fancy features.

To help users find the information they want quickly requires a simple navigation that is clear and easy to follow. 

A high-quality user experience is important on all devices. Therefore, you want a design that can meet these demands without sacrificing quality or speed. Both affect your website metrics.

This can be challenging to attempt this on your own, and there are numerous digital marketing companies that can help.

ProStraegix is a web design agency with offices in New York City. We also provide SEO and pay per click advertising support to our clients.

Things to Remember…

If you're thinking about finding help in Greenpoint for your small business, here are some things to keep in mind.

  1. Find a firm that knows your area. If your small business is marketing in Greenpoint, you'll want help from someone who understands how Brooklyn works. The best marketing firms understand what makes Greenpoint stand out  and can communicate with the community.
  2. Find a company you can trust. If you can't trust a business to have your best interests, you're already going to be left in the lurch. Make sure you have a guarantee that your business will be treated fairly by all parties.
  3. Get the size of help you need. A larger firm can provide has more resources and can do more things. A smaller firm, on the other hand, can feel like a neighbor in Greenpoint with the added benefit of one-on-one help from the best the company can offer.

See more about Small Business Marketing in Greenpoint. If you are more interest in the borough, you can see our Small Business Marketing in Brooklyn. If you want the full city, you can see our Small Business Marketing in NYC.