Superior Web Design Midtown | ProStrategix

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Midtown: World's Largest Business District

While Midtown is the largest central business district, it is a very expensive place to actually do business. With rents running around $3,000 a sq. ft., it is a tough place for small businesses. With such high overheads, there is little room for error, and generally a high turnover rate.

To get ahead in Midtown, you have to stand out and be noticed. There's a lot of other things competing for your attention, so that's where target, effective marketing can really make an impact. However, given the overhead pressures, return on advertising spending needs to be significant.

Why Web Design Matters in Midtown?

A key ingredient in Midtown's comeback post COVID is letting lapsed customers know you are around and welcome them back. With restrictions beginning to lift as we go into the summer, make sure you are ready with a great website.

  1. Your site to help you re-engage with a lapsed audience to let them know when you will be back up.
  2. A great web design can raise awareness among both lapsed customers but also making connections to new ones. 
  3. Mobile lets neighbors know you are nearby, open, and accessible, especially as offices start to come back.

For a web design to be successful, it needs to be fast & responsive to do well on mobile, and intuitive so users find what they need quickly.

How Fast is Fast?

5-Second Rule Does NOT apply

I remember as a kid the five second rule. If food fell on the floor, it was still ok to eat it if was on the ground for less than five seconds.

Turns out that germs are more forgiving than mobile users. There is not broad agreement, but it seems they follow the under three second rule.

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 Page Speed Study

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.

Search engines grade your speed as part of your ranking. Therefore, page speed is an important factor in search engine optimization.

Main Drag on Page Speed is Unnecessary Code

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

What is a CMS

In plain English, these are programs such as WordPress and Wix. These programs have three parts. 

  1. User Interface (UI): Place where you enter the content
  2. Theme: This is the general layout and design of the page with all the options
  3. Server: The place where the content and theme are stored as separate files.

The browser has to fetch the data and the full theme in order to render the page. After the browser parses the content, it has to sort through all of the themes features to see which to use. This causes delays in loading, which is typically called render blocking CCS.  

Digital Marketing Agencies Like the Convenience of CMS

With all these disadvantages, you might ask why someone would choose a CMS. A CMS 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.

BUT, They Create Render Blocking CSS - Pagespeed Killer

The key issue with the theme. Every theme carries a set of instructions called cascading style sheets (CSS), which tell the browser how the page should look. It will load your content onto the screen following these instructions. 

Why Digital Marketing is Important in Midtown?

Midtown Manhattan businesses are constantly trying to stand out. They are always competing with new ideas, concepts, and new ways to solve old problems. The challenge that many of them face is how to develop advertising that has a large enough ROAS.

  1. Local digital marketing in Midtown is about ROAS. Who are the right people to reach? What are the right messages to send? What is the conversion rate?
  2. Once you identify the target, it is important to optimize the messaging and targeting constantly to try to improve conversions.. 
  3. Local digital marketing lets your target the right customers when they are nearby, which enhances conversion rates. Especially in Midtown, if it's not within a 5-10 minute walk, it's too far.

Custom Build Site Will Yield Best Performance

If your developer helps you set up your tracking codes and other third party integrations, then you can minimize any issues those create.

The beauty of a custom build is there is no trade-off between speed and quality. When you factor in the lost revenue from bounces and poor conversion that a slower site creates, the investment generally pays for itself.

Any CMS Will Require “Fixing” 

It does not matter that much which theme you choose. All will need some modification to be to pull you out of the 20-40s on Google Page Speed Insights.

Main Options

There are three common options.

  1. Plug-ins: For most CMS systems, plug-in exist to help minimize excess CSS. However, they are not a true fix, but a band-aid. They can definitely help, but they will always be the slowest of all your options. Plus, most require a subscription to gain the most benefit.
  2. AMP: Accelerated mobile pages is a stripped down version of regular HTML. It has fewer options and features, so it is very fast. However, you will need to manage two sites. Plus, you will lose continuity between your desktop and mobile versions. 
  3. Theme Optimization: This requires a developer to strip out the unused code from your theme. This is not cheap, but it can get you close to if not equal to a custom built site.

No Web Design is Really Viable if it is Not Responsive

Users expect the same level of user experience (UX) regardless of device. This is simply the bare minimum of performance.

Custom Builds are Responsive by Design

Custom builds are generally designed for mobile first. They are first designed to work on mobile, then scaled for desktop, not the other way around.

Responsive CMS Themes Require Quality Control

There are several very good themes across CMS providers that can provide a seamless UX experience. However, they require some quality control. 

These are not generally built mobile first. Therefore the first issue is image sizing. If you let the theme do it, it can cost you on performance. Therefore, you will want to be mindful of these pitfalls if you go this route. 

Web Design Needs to be Intuitive

The key challenge with any design is that it is so easy to lost in the visual and aesthetics that we lose track of why people come to a site.

Users Expect to Find What They Need Quickly

Fundamentally, a website is a communication tool. If we lose sight of this purpose, the performance in terms of dwell time, bounce, or conversion will suffer.

In fact, when users were asked what they valued most in a website they chose finding information by a 7 to 1 margin.

A separate report showed 60% users left because they could find what they needed.

Summary

For a great web design, it should excel in three key areas.

  1. The site needs to be fast. Shoot for load speed of 1 second as an average, 3 as the maximum limit.
  2. A web design is only viable if it is responsive. When mobile is primary device for search, this should be a no-brainer
  3. Layout must be intuitive. Users want to find information quickly or they leave.

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.

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