Your website designing company can build the identity of your website. They just need to be more precise in their business.
A lot depends on the way a website is being designed in order to get it promoted and marketed. Your web designing company will do a most of your branding and promoting business. Today, the scope and profile of a web designing company has moved beyond just simply designing the website. They do not only create your website layout and add content to your site, but they also ensure that your website is being promoted well in the web.
When a new website is born, the first thing it requires is good promotion, promotion does not always means just search engine ranking, advertising on the web through various other mediums is also a part of web promotion which is also the responsibility of the website designing company. They might not be directly related to the branding of the website, but indirectly they too need to be aware of the branding and promotional measures being taken by the marketing people.
What I am hinting at are those situations, when even after the completion of the website from the designing end, the marketing people wish to add or edit portions from the website in order to make it more search engine friendly and catchy from the search engine perspective.
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