All Today Co., Ltd. (headquartered in Saitama City, Saitama Prefecture) recently conducted a survey targeting small and medium-sized business owners and web developers in the advertising industry who recognize the impact of websites on their operations. The survey, focused on the “Effectiveness of Advertising Industry Websites,” reveals key strategies driving website success.
Survey Overview
The survey, conducted online via PRIZMA from April 11 to April 15, 2025, gathered responses from 112 participants involved in advertising SMEs who acknowledged their websites influence their business outcomes. The participants included business owners and website creators in the advertising field. (Source: All Today Co., Ltd. and PRIZMA Research)
Key Findings on Website Improvement Efforts
When asked about actions taken to improve website effectiveness, the most common response was “enhancing the website for SEO” (42.9%). This was followed by “publishing case studies and customer testimonials” (40.2%) and “improving design and navigation” (35.7%).
The prioritization of SEO-friendly design highlights the advertising industry’s strong emphasis on attracting clients through search engines. The high ranking of case studies and testimonials suggests that building trust and credibility significantly drives user engagement and conversions. Enhancements in site design and navigation also contributed positively, indicating that a balance of visual appeal and usability supports effective results.
Content Perceived as Most Effective
Respondents identified “product or service introduction pages” as the most effective content (56.3%), followed by “case studies and customer testimonials” (45.5%) and “company overview and CEO messages” (37.5%).
The prominence of product/service pages underscores the direct link between clear core offerings and overall website effectiveness. Strong performance of case studies and testimonials indicates that proven track records and social proof influence purchasing decisions. Additionally, the importance placed on company profiles and leadership messages reflects the value users place on corporate credibility and personal connection.
Summary
This survey demonstrates that small and medium advertising companies have clear, effective website operation strategies. Concrete measures such as SEO optimization, publication of case studies, and design improvements are crucial to their success. Rather than merely sharing information, these businesses focus on how information is presented and conveyed to visitors.
The emphasis on product descriptions, case studies, and company information suggests that visitors evaluate websites based on the usefulness of content to their needs, rather than just what the company wants to sell. Conversely, common FAQs and blog posts received lower effectiveness ratings, indicating that targeted user flow design is more important than regular content updates.
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