Your website is an entity that will require a certain amount of care and feeding. No one cares about your business more than you do. Check out practical tips to attract and increase your web traffic.

As your audience evolves, so will your website.

Your gorgeous site contains top notch graphics. Your website’s relevant content stimulates backlinks and uplinks. Your well-placed keywords are exactly where they should be with your SEO pulling you up the ranks. Irresistible headers are eye-catching and thought-provoking. How can you continue to increase traffic to your website?

Pay attention to trends. What content gets the most shares? The most comments? The most audience engagement? Watch to see where you’re hitting a nerve. If your product is garbanzo beans and people respond better to the title “chickpeas,” you might change your wording. Additionally, if chickpeas are gaining popularity, you would do well to inform your hip and curious audience of nutritional value and health benefits. You might even make a few exotic recipes available.

Cultivate Your Influencers

Find influential people in your niche. When your content covers what influencers in your niche care about, they will share it with their audience. They are the ones who persuasively forward information to their usually large following. For example: If you offer great chickpea desserts, your chickpea-loving influencer will, in turn, share your site with all of his bean-loving friends and acquaintances. Brian Dean outlines more noteworthy tips in his article “Want to Increase Website Traffic? Follow These 4 Steps…” Catch his link at the end of this post.

Ask to guest blog. Invite people in your niche to guest blog on your site. By posting only high-quality original content, you’re creating content others want to link with. Learn which types of links drive referral traffic. In his article titled, “What Is Referral Traffic?” Dan Taylor defines this much bandied about term: “Referral traffic is used to describe visitors to your site that come from direct links on other websites rather than directly or from searches. For example, other sites that like what you have to say or sell may post a link recommending your site. You can also try to drive your own referral traffic by leaving links on other blogs or forums you have joined. Pay-per-click ads also count as referral traffic.”

Channeling Your Social Media

Also, remember to take advantage of your social media channels.
• Promote your content with Facebook Ads and Facebook remarketing.
• Post your content on LinkedIn. Check into your network to see if you can interview industry leaders in your field. People are much more accessible than ever and you’d be surprised how many people are willing to talk if you just ask.
• If your pictures are worth 1,000 words, you might use social sites like Instagram or Pinterest.
• Don’t underestimate the power of an email list. You can increase traffic and sales with promotions that only your email clients hear about.
• Can you create a webinar or podcast around your products and/or services? It gives you another way to connect to your audience.

Keep your ranking and retain visitors by periodically going through your site and making sure all your links are working. This useful free resource helps you solve that problem and fix those broken link errors. Xenu’s Link Sleuth provides a scan of your pages and helps you to ensure that all of your links are working correctly.
Hopefully, you will find these sources helpful to building trust with your audience and growing your brand.

Read Brian’s article here and then check out Xenu’s Link Sleuth here.

Have another idea that you have implemented? Let us hear from you about what works for you!

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Chances are you’ve been on the receiving-end of a product-led business model. While this approach is not new, it has taken the digital world by storm in the last few years. Slack, Dropbox, Zoom, Canva, and Trello are all examples of companies that built their success by creating products that are easy to use, offer clear value, and encourage users to adopt and share them. In this approach, the product itself serves as the primary driver for growth through customer satisfaction and viral expansion. The focus is on creating a product that is so valuable, user-friendly, and well-designed that it inherently drives customer engagement, adoption, and growth.

Sounds great, right? So why isn’t every product organization taking this approach? Many businesses are still tied to their sales-led approach. These companies take you through the traditional sales funnel of telling consumers why their product will benefit them, why they should book a 30-minute demo, followed by more drip messages, just hoping for a response that leads to a sale. It’s familiar, it’s worked well enough in the past, but it can be complex, unnecessary and expensive.

Product-led companies are moving from hard-sell to “no-brainer”. This is accomplished by letting consumers experience the product for themselves rather than telling them. Gone are the days of elongated sales cycles – these companies empower buyers with the "keys" to their product right from the start. The focus isn't just on closing deals; it's on nurturing success stories. These companies focus on helping their buyer become so successful, the resulting decision to become a paid user is an easy one.

Beyond a killer product, there are many other crucial aspects to think about when implementing product-led growth. Here are some key characteristics that distinguish a product-led company from other types of businesses:

A Business Centered Around the Product Itself: In a product-led company, the product is the star of the show and touches every department. It's not just a static item your sales team is pushing as a means to an end. The company believes that a great product should sell itself and be the main driver of customer satisfaction and growth.

A Company-Wide Emphasis on User-Experience: Product-led companies prioritize exceptional user experiences. They invest heavily in designing intuitive, user-friendly interfaces, seamless onboarding, and continuous product improvement based on user feedback.

For example Zoom's user interface is designed with simplicity and ease of use in mind. The platform's intuitive layout and straightforward controls make it easy for users to schedule, join, and conduct meetings without a steep learning curve. In fact we saw millions of users off all ages and technical backgrounds rely on the tool during the early days of the pandemic.

An Opportunity to Experience the Product First-Hand: These companies often offer self-serve, freemium, or trial-based models, allowing users to experience the product's value before making a purchase decision. The product is designed to be easy to adopt and use without the need for much interaction from your team initially. Dropbox offers a freemium version that allows users to store a limited amount of data for free. This enables users to experience the product's value before committing to a paid plan, and reaching the data limit clearly illustrates the user is finding value in the product.

Virality and Network Effects are an Intuitive Part of the Experience: Product-led companies often leverage virality and network effects to fuel growth. This happens when your users start sharing your product with their colleagues and friends through word-of-mouth, referrals, and social sharing. A product-led business makes this easy and intuitive by creating a product that delights consumers so much that they are excited to share, but also builds sharing and networking options into the user experience, leading to organic expansion.

Slack is a network effect success story, designed to promote collaboration among team members and organizations. The more users within a workspace, the more valuable the platform becomes. Slack's ease of sharing channels, messages, and files encourages organic growth as more users join the platform through recommendations and invitations.

A Focus on Data-Driven Insights and Iteration: These companies rely on data and analytics to make informed decisions about product enhancements, customer behavior, and market trends. They have systems in place to quickly act on these insights and continuously iterate on their product.

A Customer-Centric Approach is Woven Throughout the Business Goals: While traditional companies may have a sales-led or marketing-led approach, product-led companies focus on understanding their customers deeply. This means your product aims to solve customer pain points and provide value from the very beginning.

There is Low Barrier to Entry to Get Started: The products offered by product-led companies are designed to be easy to try, often with low or no initial cost. This approach reduces barriers to entry and encourages users to explore the product. This approach also reduces costs for your business if your team does not need to provide a lot of support right-away.

A Business Poised to Scale: Product-led companies aim for scalable growth, as their product can be adopted by a large number of users with relatively low operational overhead. This usually means investing in user experience, data management and operations up front so your team can continue to be agile as your grow.

The Ability to be Agile and Fast-Paced: Due to the iterative nature of product development and the focus on responding to customer needs, product-led companies often operate in an agile and fast-paced manner. The importance of being agile ties in a lot of what is said above, but product-led companies understand this need by default and are motivated to continue improving the customer experience.

Showcasing Customers is at the Core of the Marketing Strategy: Marketing in a product-led company often revolves around customer success stories, case studies, and product benefits, showcasing how the product has positively impacted users. Canva takes this one step further by featuring a marketplace where users can sell their own designs, illustrations, and templates. This not only empowers designers to monetize their creations but also contributes to the platform's diversity and availability of design assets.

Overall, a product-led company puts the product itself at the center of its growth strategy, empowering prospects, driving value, and providing a clear user experience to drive sustainable growth. At Aero we help product organizations create digital experiences that deliver on functionality, usability and delight, all key components to the success of product-led growth.

Our experts provide insight and support to improve your user experience and design operations to allow your business to meet the goals above. Reach out to our team if you’re interested in partnering or starting a discussion about optimizing UX and winning with product-led growth strategy.

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Your website is much like a living organism and one of your most visible marketing assets. It isn’t an expense item that you buy once and forget about. Think of it as an on call, 24/7/365 marketing team. With that in mind, you want to treat it as a sort of living entity. To keep outputting leads, it needs visitors. Is your site up to the task?

If your website isn’t achieving the goals you set or at least showing a positive growth pattern you might have to dig deeper. A tapering off of visitors, leads and sign ups could mean that your site needs refreshed or possibly overhauled.

Evaluate Current Success.

The average business spends between 10 and 20 percent of their gross sales for the year on marketing and more toward the top end for launching new products. If you consider your website part of that figure, you’ll give it the attention it deserves to stay on the leading edge. A high functioning website tells users that you value their experience on your site. A responsive site isn’t just a competitive edge, it’s a must.

Do you gravitate toward bold imagery or a wall of text? Those luxury grade images? They’re attentions grabbers and your clients will fall in love with them. You may have gaps in the buyer’s journey or your message isn’t clear. How do you know what your users need?

Start with Analytics.

Once you start using analytics, and their value is understood, you’ll want to make it part of your marketing budget. Using a website without analytics is like flying a plane without air traffic control.

Data analytics dedicated to your specific site measure the traffic to your site, various pages within your site, and what pages get the most action. From this, you’ll know if traffic is driven by ads, content or links, social media, other pages or other websites. They can reveal which device your audience uses, even the brand or type of device, as well as where in the world your user lives.

Most importantly, they show whether you’re hitting your actual target market or if your marketing hits another group entirely. Even without talking to your end user daily, you’re still tracking with them.  By seeing exactly what is going on, you’re gaining a better understanding of your audience over time.

Your design and development team knows how data informs strategies. Which is why we hear the oft quoted phrase: follow the data because data and numbers don’t lie. Going back to study data informs whether the strategy works didn’t work or worked in part. Often, it reveals something you didn’t know or expect. It allows you to keep modifying and tailoring to suit your audience. Most businesses are created for the bottom line, which is staying in business.  Keeping clients engaged and happy raises ROI, and increases conversions. The data tells you if you’re getting ROI and if not, answers why not.

Can Anyone Read Analytics?

With free analytics tools available, you may wonder if you can do this on your own. Let’s say you study the data. Google analytics can be overwhelming due to the amount of raw data it provides. Many business owners don’t really have the time it takes to dig in and make sense of it. Will you know how to apply the data that analytics provide? For example, your audience largely views your site from tablets, what does that actually mean for your site?

As a business owner, you’ve got your hands full running the business. It might make more sense to hire a web development team used to reading & analyzing data and pulling out specific details that trend toward a higher performing website. It usually takes a team to understand the information that’s useful, valuable and how it applies to your business. Paid analytics services, like HEAP and Hotjar, give a more distilled dashboard of information.

It Might be Time for a Full Site Audit.

In a site audit, your consultants will analyze and evaluate what is already currently in place. They study from a design and development viewpoint and make recommendations as to how it can be improved to increase functionality and increase the dynamic user experience. For example, are your team members available by phone or email? Are their contact venues clickable? Do landing pages have downloadable offers? Do you have landing pages?

In addition to recommending needed improvements, these five core questions help define where user experience may be falling short. (See previous post/chapter)

• Usability

How intuitive is your site? From the moment visitors land on the page, can they easily and quickly navigate from one page to the next? Can they find the information they need at glance? Content should be easy to read, and make sense. A user should be able to accomplish their goals on your site without training.

• Appeal

Have you looked at the site through your customer’s eyes? Look into what engages your visitors. Have you given them anything they don’t currently have? Consider adding free content, info graphics, new photos, or video.

• Accessibility

If most of your clients are mobile and you haven’t made your site mobile friendly, they will pass it by. But if your clients are using all three devices, laptops, mobile and tablets, then it’s important for your website experience to be cohesive. Meaning, all functions and features scale appropriately across all devices.

• Performance

A quickly loading site or app is imperative to its survival, as well as its ability to respond to input quickly. The longer your site takes to load, the more likely you are to lose viewers. According to Hubspot, a site taking 3 or more seconds to load loses 40% of visitor traffic. At 4 seconds the bounce rate increases to 100%.

• User Assistance

If your client experiences problems on your site or gets stuck, is help available and obvious? A good web design and development team has the expertise to read analytics and translate that data into a site the engages more users, modify underperforming pages and enhance user experience.

Have more questions? We’d love to hear from you.

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Product-led organizations have seen some astonishing growth in recent years. We recently talked about why product-led growth (PLG) is taking the business world by storm. In addition to helping businesses get more customers, faster, the PLG model is becoming the new standard due to users demanding more transparency and value before they commit to becoming a customer. Today’s customer isn’t just going to take your word for it that you have a great product, they want to see and experience it themselves.

In a product-led organization the focus is on creating a product that is so valuable, user-friendly, and well-designed that it inherently drives customer engagement, adoption, and growth. That means user experience is a very important factor of your product development. Emphasizing user experience (UX) and user interface (UI) design offers both immediate and lasting advantages. In the short term, focusing on UX can result in increased conversions, improved metrics, and enhanced SEO performance. Lasting, strategic benefits include the elevation of customer satisfaction, reputation enhancement, increased brand awareness, and bolstered loyalty that will safeguard the future of your brand and business.

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Using UX to drive user adoption and retention

When leading with your product to attract new customers it's important to deeply understand your user. What are their pain points and motivations? UX research can identify important information to help you get crystal clear on the who, what, why and how of product use.

UX Design takes a look at every aspect of the product from branding and design to usability and function. In doing this you ensure your branding and messaging aligns with your user experience. This also adds clarity to what you are offering. Investing in UX can provide specific insights that you can then apply to your marketing. For example saying “We help you complete your project 3x faster” is better than saying “We help you complete your projects quicker and easier”. Be specific in your offer and then deliver on it.

Once you’ve convinced a user to try your product, those critical first impressions and interactions will be key to retention. In fact, studies have found that 88% of online consumers are less likely to return to a site after a bad experience and 90% of users reported they stopped using an app due to poor performance.

Traditional or sales-led companies tend to lean on live onboarding sessions and wikis or user manuals. While these provide a ton of information they can often be overwhelming for the customer and delay time to value. Product-led companies are bringing this critical information and how-tos into their product via interactive walkthroughs, digestible tips and contextual guidance. This user-led approach is key to PLG by allowing users to experience and understand the value of your product on their own time.

UX Design creates engaging first-impressions and onboarding experiences by identifying and optimizing how users navigate your product. This could look like interactive tours, lightboxes to highlight key features, checklists to show goals already achieved and much more.

It’s important to note that UX Design is more than just bells and whistles. In fact, we often see overdone bells and whistles as a bandaid for bad design. That’s why it’s important to look at the data. A key aspect of PLG is data-driven iteration. A UX expert can look at your data to identify friction points in your product and dramatically reduce churn.

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The impact of UX on customer satisfaction and brand loyalty

Product-led companies focus on helping their buyer become so successful, the resulting decision to become a paid user is an easy one. A key aspect of this decision is a functional and delightful experience with your product. UX research and prototyping provides valuable insights into how your customers see and use your product.

Every product has ways it's meant to be used for ideal outcomes and value. UX Design can help build those workflows and make them clear to users. This increases customer satisfaction and improves time to value. A PLG model helps you identify what kind or how much usage your typical customer needs to become a long term user. For example Facebook's Chamath Palihapitiya famously found their metric in discovering that if they could get a user to 7 friends in 10 days, they were much more likely to become an active lifetime user.

Your UX team can create ways to get your customer to that metric by keep them engaged or creating ways to re-engaging them. One way this is achieved is through conversational bumpers. This can appear in various formats with the goal to educate users, meet them where they are and pull them back in, and motivate them to use or buy your product. A good example of this is Canva sending its users an email celebrating X number of designs at certain milestones, celebrating the customer's achievements and motivating them to keep using and creating. This usage messaging is a good way to show value around renewal and invoicing time as well.

These are just a few of the ways a good customer experience is going to impact user adoption, retention, satisfaction and loyalty. By ensuring excellent UX and allowing customers to experience the product for themselves PLG organizations are seeing tangible benefits like increased sales and referrals.

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AI capabilities are accelerating at a fast pace and elevating customer expectations with it. As businesses settle into their AI strategies this year, design systems will become foundational to the speed needed to stay competitive.

Design systems have been deployed at many of the biggest tech companies and brands around the world for nearly a decade. They've evolved and matured over the years, but it's ultimately these systems that drive the consistency and systemization so crucial across large suites of products.

These systems are empowering teams to think strategically rather than reactively. They allow more time spent in front of customers. The result: a better understanding of the market, challenge, and opportunity space, and ultimately a stronger customer experience.

If you want to infuse AI into your client experiences and continue iterating on your AI features in a smart and powerful way, a design system will get you there faster. Here we take a closer look at:

1. How design systems paired with AI create more efficient teams and a more useful brand playbook
2. How design systems lay the foundation for AI in your product
3. What using AI and design systems together means for the future of user experience

Creating more efficient teams and a more useful playbook

A design system is the foundations, components, and best practices that guide an organization’s product decisions in crucial ways.  This comprehensive system details everything from voice and tone, colors and fonts, to how and when to use UI elements and for what purpose.

Adobe is a great example of the expansiveness and far reaching implications of a design system. The newest version of their design system, Spectrum, now spans more than 100 unique applications in dozens of languages, available on every major platform (web, desktop, mobile, and even mixed reality).

On average companies adopting a design system as a strategic tool see a 50% reduction of design, development and testing needed in product cycles. These efficiencies lead to faster time to market, which can have a big impact on the bottom line and customer perception.

The ability to work efficiently with information and data is something design systems and AI have in common. Design systems serve as repositories of institutional knowledge, offering tried-and-true solutions for various design challenges. This will be important in the context of generative AI, where a design system can teach AI the rules of your brand and product experience.

Lay the foundation for AI in your product, while keeping the customer experience elevated

Companies and products that have a mature design system have seamlessly made the pivot to incorporate AI innovation into their product offering.

ClickUp, a project management tool that previously shared why and how teams need a design system, recently released their AI assistant features.

"Every single person will see a massive benefit from AI in the near future,” said Zeb Evans, Founder and CEO, ClickUp. “Integrating AI into our platform marks a monumental stride towards fulfilling our mission of revolutionizing global productivity. Knowledge workers will not only accelerate their tasks but also elevate the quality of their output. Early adoption of AI technology ensures organizations gain a significant competitive edge in productivity and efficiency.”

It won't be long before AI capabilities will be table stakes, not differentiators. The companies that can quickly pivot into these new technologies in a meaningful way will build a market of loyal customers.

The benefit of a design system is that it lays the foundation for companies to adapt and integrate AI capabilities faster because product teams are not reinventing processes or testing every time they build a new feature.

Design systems also ensure a consistent customer experience. Nearly 90% of buyers say the experience a company provides matters as much as products or services according to a report from Salesforce.

AI offers a lot of exciting feature possibilities, but it’s still important to keep these experiences consistent with an existing brand look, feel and values.

A design system provides the defined framework for AI to work its magic on your company's terms.

What does using AI and design systems together mean for the future of user experience and digital content

Imagine a future, not far from now, where product teams can prompt their design system to "Generate an onboarding flow using our design system". We're seeing this type of generative design in tools like Galileo AI, which generates UI from text prompts. The future of product design will be using this type of generative AI in partnership with your design system.

This type of AI will empower teams and execs of various skill levels to iterate and improve digital customer experiences from simple commands without the need to code or design. A design system, paired with AI starts to act as an additional member of the creative team. But the only way this will be possible is if a company already has that system in place.

A survey found that more than 74% of product professionals spend less than five hours a month working with customers.

How can we understand our customers needs, pain points, and create a differentiated solution when we're spending less than 3% of our time with them each month.

Products and teams excel when they can focus on

• Understanding the customer
• Identifying the customer needs
• Identifying business objectives that a product or feature will fulfill
• Delivering a differentiated product

Design systems are building the foundation for AI within both a digital product and a digital product team's processes. This creates a positive cycle of more valuable inputs, faster iteration and testing cycles, leading to more valuable outputs in the form of impactful product updates.

AI is here to stay and is only getting more powerful. Now more than ever before, product and marketing teams have the tools that empower them to spend more time understanding their customer.

It's the teams that harness this intersection of design systems and AI that will move beyond just table stakes. These teams will be poised to differentiate and humanize the customer experience like never before.

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HIGH FUNCTIONING AND COST EFFECTIVE AUTOMATED SOLUTIONS

During the summer, Aero interactive met with Envelop, a partner that creates conditions within environments. In other words, customized, systems of purpose. Automated buildings integrate complex systems: Cooling towers, HVAC, software and wireless tech. These work together to create custom settings within a structure. Some examples include:

• clean air settings for a surgical suite
• temperature-controlled settings for digital equipment
• ambient climate control and air quality throughout an entire facility

An industry leader, a consultant’s consultant

Envelop represents manufacturers of software, hardware and firmware. Through these, they collect and analyze data. This allows them to maximize every area of a building. By making cost-effective changes, businesses can save hundreds of thousands of dollars over the life of that building.

By locating specific vulnerabilities in utility consumption, adjustments save valuable resources. A multitude of applications exist for advanced automation. To name just a few, Envelop has secured 250 doors, installed fire alarm systems and maintained critical-care air handling in hospitals. Envelop integrates systems that make facilities management more tech-forward.

First, they wanted their website to represent who they are, their accomplishments and their offerings. In the somewhat new field of automated facilities, why are they so trusted and consulted? All of Envelop’s expert staff of sales professionals are degreed engineers.

Exceeding the bar

Secondly, as a business to business company, Envelop sets the bar to a high standard. They work closely with architects, business owners and contractors. Their knowledgeable team understands the nuances of each product they represent. Their fluency with price points allows them to work within most budgets. Envelop’s qualified team installs and activates those products.

Thirdly, Envelop desired a page for their Indianapolis Headquarters. It describes their custom solution for their own building. The leadership page includes current team member photos and bios. Each page contains more subgroups, further explaining their capabilities and services.
The Envelop team wanted options to be created within their site for future expansion. With that in mind, Aero developed a site map with select colors and imagery. They added stylized graphics with easily-installed future upgrades. Envelop’s new site informs new visitors and highlights services. It makes navigation accessible for both onboard, tech savvy clients as well as those requiring a little extra service care.

In conclusion, Aero, pleased to have worked with Envelop, delivered an informative, visually pleasing site that Envelop loved. We wish Envelop great success as this industry continues to expand.

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When ChatGPT hit the scene in 2022 it represented a fundamental shift in the way we both gather and produce information. Generative AI experiences are cutting down the time and steps it takes to search for answers and information online. This shift presents several questions about the future of web search. How should organizations think about their presence on the web to reach their customers in the age of AI?

The goal of most AI tools is to improve productivity. This often looks like efficiently and conversationally providing information and analysis without always discussing sources. This straightforward output helps people quickly achieve their goal or answer their question. This output however often leaves little motivation or direction on how the user should proceed to learn more or understand how the AI tool came to that conclusion. The information gathering usually ends there.

The experience of 'searching and finding content' is continuing to evolve in the public domain, but there are a few strategies anyone with a website should keep in mind.

Understanding the Entire User Journey

For decades now the default of "Googling it" to find the answer to our questions has led to an entire industry dedicated to SEO and understanding user search intent. While understanding intent is still key, the user journey is changing. As discussed above AI chatbots are offering a more direct question and answer experience with varying degrees of citation. For the user, or searcher, this often looks like less web links displayed.

Google itself finally jumped on the AI train earlier this year with its AI Overviews, which uses AI to provide summaries and insights at the top of search results. In a recent interview with The Verge, Google CEO Sundar Pichai said he believes AI Overviews will not hamper click throughs.  Yes, there are times all people want is a quick answer. He claims however that many users appreciate the birds eye view AI Overviews provide, and then proceed to explore further, or AI suggests a perspective or angle they had not considered so they keep exploring the web.

The takeaway for web teams here is to deeply understand your user journey and intent. To capture multiple steps in the user journey, businesses must understand their users' thought processes deeply. This means creating content that aligns with different stages of the journey and addresses various user needs, questions and intents.

Quality Time and Value, Over Quantity

Businesses should expect fewer page visits from search engines, meaning they must work harder to ensure that visitors who do arrive spend more time on their sites and are more likely to convert into customers or encourage repeat visits. Analyzing data to understand which pages users spend the most time on and which ones they enter the site through is crucial.

A great example is how The New York Times has shifted its strategy in the digital age. Instead of focusing solely on driving traffic, they emphasize creating in-depth, high-quality journalism that engages readers. By analyzing which stories and sections retain readers the longest, The New York Times has been able to increase subscriptions and build a loyal readership that values the depth and quality of their reporting

Track metrics like time on page and user engagement to continually refine content strategy, ensuring that visitors find valuable information that encourages them to stay longer and convert. This will help business leaders identify the key pages and steps that lead to conversions and focus on how to deliver value and achieve that 'aha moment' for your visitors.

Personalized Search Results & Ads

Due to the nature of generative AI and machine learning, results will vary by person. AI is also making the search results and ads we are served more personal. This is a case where using AI in your business can add to the personalized experience of the web.

Intellimize, which was recently acquired by one of our most recommended CMS tools Webflow, offers AI-driven optimization, A/B testing, and rules-based personalization all in one platform. This could look like customized home page headlines, dynamic pop-ups based on user intent, and other personalized marketing delivery that drives repeat web visits.

Optimize pages so the right searches reach the right users. This improvement in understanding user intent means that businesses can target their audience more accurately with tailored content and ads.

Use AI to Optimize for SEO

AI is a powerful tool for optimizing SEO, but it's essential to ensure that web content offers new information or a unique perspective. In the Verge interview with Google referenced above, they emphasized that they still value independent sources and authentic voices.

For example the leading tech blog, TechCrunch, uses AI-driven SEO tools to identify trending topics and optimize content for search engines. By leveraging AI, TechCrunch ensures that their articles are not only highly relevant but also maintain their authentic voice and provide new insights, keeping their audience engaged.

The challenge has always been to balance algorithm-pleasing content with quality content, and AI is likely a continuation of that trend as website owners figure out what content Google AI summaries prefer.

Build Your Community Beyond the Web

To adapt to the changing landscape, businesses need to build their community beyond their websites. Identify where your users like to spend their time and create value in those spaces. This could be through podcasts, social media, Slack groups, or events.

Patagonia excels in building a community beyond its website through social media activism and environmental campaigns. They engage their audience across multiple platforms, creating a loyal community that extends far beyond their e-commerce site.

Off-page SEO factors, such as backlinks and social signal metrics (e.g., how often content is shared on social media), may become more important. By engaging users across multiple platforms, you can create a more robust and loyal community.

What's Next

AI is transforming how users interact with the web. The good news is this likely offers an opportunity to add real value and go deeper with your audience.

In summary:

1. Deeply understand and map out your user journey to capture multiple touchpoints and intents.
2. Focus on delivering quality content that resonates with your audience and encourages longer engagement.
3. Leverage AI to personalize search results and ads for more targeted audience engagement.
4. Utilize AI-driven SEO tools to ensure your content is both search engine-friendly and uniquely valuable.
5. Build and nurture your community beyond the web through multi-platform engagement.

All trends point to the importance of continuing to reward originality, creativity, and individuality on the web and in digital experiences. Therefore, for businesses that prioritize these core values, the future of the web is far from an existential crisis.

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape

In a world where digital experiences shape our daily interactions, designers and agencies play a pivotal role in crafting visually captivating and user-centric websites. The canvas of the internet has evolved into a realm of endless possibilities, and to navigate this realm effectively, having a versatile and robust web design platform is essential. Enter Webflow, a platform that empowers designers and agencies to unleash their creativity and transform ideas into immersive digital realities.

Webflow, often regarded as the Swiss Army knife of web design, provides an innovative playground for designers and agencies alike. The platform's intuitive visual interface allows designers to bring their creative visions to life without grappling with intricate lines of code. With its user-friendly tools and comprehensive features, Webflow acts as a seamless bridge between design and development, enabling designers and agencies to collaborate effortlessly and deliver stunning websites.

One of the key aspects that sets Webflow apart is its emphasis on customization. Designers and agencies can start their journey with pre-designed templates tailored for a variety of industries, styles, and functionalities. These templates serve as the foundation upon which you can unleash your creativity, allowing you to customize every element to align with your vision. From typography to animations, color schemes to layout structures, the possibilities are virtually limitless.

Webflow's canvas offers more than just pixel-perfect designs. It's a realm where interactions come to life. With the power of the Webflow Designer, you can choreograph seamless animations, create engaging micro-interactions, and breathe life into static layouts. The ability to design interactions directly in the platform streamlines the workflow, eliminating the need for additional tools or plugins.

In the age of diverse devices, ensuring a consistent and delightful user experience across various screen sizes is paramount. Webflow simplifies this intricate process by providing a responsive design framework. Designers and agencies can craft layouts that adapt fluidly to different devices, eliminating the need for multiple designs or complex media queries. This responsive prowess not only enhances user satisfaction but also contributes to better search engine rankings, a critical aspect in today's digital landscape.

Subtitle: SEO and Beyond: Navigating the Digital Visibility Landscape