New data from UpCity, a Chicago research firm, shows that 70 percent of small-business digital marketing strategies now rest heavily on websites. But some company principals err by not keeping their online presence updated and relevant, which in turn can cause business losses. Gene Marks, The Philadelphia Inquier, reported on two Montgomery County experts who have suggestions for online success.

Since the very dawn of the website era in digital marketing, a fast, attractive, current online presence has been essential. And that truism remains today.

What has evolved over time are users’ access points. Desktops were replaced by laptops, which have given way to cellphones, and each of these technological iterations required its own digital marketing strategy.

For today’s sites, mobile-friendliness is a must.

“Some businesses, particularly restaurants, for example, get all their traffic from people’s phones,” said Ross Cohen, founder and CEO of GetPhound, a Conshohocken website design agency. Scaled-down formatting of text, photos, and videos can keep all information accessible on a mobile device.

And speaking of video, David Kale, owner of Blue Bell-based website design firm Kale Design, highly recommends the medium on the homepage or as a pop-up.

“Videos are a definite sweet spot,” he said. “We like putting a video that lasts maybe a minute to a minute and a half long right on the homepage. They always seem to have a significant impact on engagement.”

It is also crucial to ensure that your website is search-engine-optimized, that is, peppered with keywords that users search for.

Read more digital marketing tips on how to keep a website successful in The Philadelphia Inquirer.