POMPANO BEACH, FL — Architectural firms of all sizes may find their website traffic tailing off in the coming months. While it can be the result of many factors, it’s likely due a website’s incompatibility with cell phones. Google recently announced it will be updating its algorithms and slow-loading mobile sites will suffer the consequences that could result in a significant decrease in traffic and subsequent new business.

As Google adapts to changing trends, so must architectural firms. As always, an easy-to-navigate, informative and attractive website will entice potential clients to look further. Professional services firms have invested heavily in their online presence with great success.

Today, more than 50 percent of website traffic originates from cell phones. As this number increases, it becomes more critical that websites perform efficiently and compatibly with cell phones. Cell phones are the major path to website commerce and law firms must analyze their sites to make sure they meet Google’s new criteria.

“Google continues to adapt to reflect these trends,” said Todd Paton, president of Pompano Beach-based Paton Marketing, a digital marketing and website development firm. “These algorithm changes make sense and architectural firms must adapt if they are to maintain their rankings whether it is through organic or PPC initiatives.”

Paton Marketing is reaching out to these professionals, educating them on steps to take now so they don’t lose momentum once as Google makes these changes. .

The firm has created a complimentary service allowing firms to audit their sites to find out where they are deficient. To access this service, visit www.patonmarketing.com/audit-your-site

Paton Marketing understands Google’s systems as one of the few website developers in the country that has been selected to participate in the Google Elevator Program. Google selected a hand full of digital marketing firms for a series of seminars that educate them on best practices to generate the best results for clients.

“Today, almost 53 percent of website traffic starts with cell phones,” said Paton. “Last year, it was at approximately 50 percent. This dynamic will only increase in coming years.”

The following are some of the website features that are graded:

  • Crawlability & Indexing
  • Website Speed
  • Domain Metrics
  • Website Audit
  • Website Usability

The following are other pointers that can improve the performance of websites, according to Paton:

  1. Make regular updates to your website (Blogging is the easiest way to do this)
  2. Insert social media icons you are active on (Facebook, Instagram, Linkedin, etc.) on your site to facilitate the sharing of information
  3. Use Google Analytics, a free service that tracks website traffic
  4. Incorporate VIDEO on your website!
  5. Use internal links to enhance navigation
  6. Speak with your website developer about Accelerated Mobile Pages (AMP). This is an open-source initiative developed to dramatically improve the performance of the mobile web

“Our goal is to make sure website visitors have a good experience when they land on the home page,” added Paton. “As the world’s largest search engine, Google sets the standard so it’s important that we play by their rules.

“The important feature of this audit is that it lists tasks that will result in a better-built website that can help convert visitors to prospects.”