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How to Build a Website for Your Business - Full Guide

December 18, 2023

How to Build a Website for Your Business

A well-made website is essential for reaching and engaging customers. This article provides a step-by-step guide to creating, launching, and maintaining a business online. From selecting the right platform to optimizing for search engines and updating content, we'll cover the key elements needed to develop a successful online presence for your business. Let's get started.



Why Does Your Business Need a Website?


A website is an important digital presence and a tool that works for your business 24/7. Most consumers start their search for products or services online - whether if its a digital product or a physical one - not having a website means that you’re missing out on potential business and credibility. Here are the main reasons why your business needs a website:


Build a Website online

  • Online Visibility: In the digital age, consumers turn to the internet as their first source of information. If your business doesn't have a website, you're invisible to a vast segment of your potential market. A website ensures you are found by those looking for what you offer.


  • Credibility and Professionalism: A well-designed website lends credibility and professionalism to your business. It shows that you take your business seriously and provides a platform for customers to verify your authenticity.


  • 24/7 Accessibility: Unlike a physical store with opening and closing times, a website is accessible around the clock. This means customers can access your products, services, and information at their convenience, potentially increasing sales and engagement.


  • Cost-Effective Marketing: Having a website is one of the most cost-effective marketing tools. It's a platform where you can showcase your brand, promote your products or services, and communicate with customers. Compared to traditional marketing methods, a website can reach a broader audience at a lower cost.


  • Customer Insights: With tools like Google Analytics, your website can provide valuable insights into your customer's behavior, preferences, and demographics. This data is crucial for tailoring your marketing strategies and product offerings to meet the needs of your target audience.


  • Competitive Edge: In many industries, having a website is the norm. Not having one could put you at a significant disadvantage. A robust online presence can help you stand out in a crowded market.


  • Expanded Market: The internet has no geographical boundaries. A website opens your business to a wider audience, potentially expanding your customer base beyond local limits.


  • Customer Support and Engagement: A website can be an effective tool for customer support and engagement. Features like FAQs, live chat, and contact forms can provide your customers with quick and easy ways to get in touch and find information.


  • Integration with Digital Marketing Strategies: A website is a foundation for various digital marketing strategies like content marketing, social media marketing, and email marketing. These channels drive traffic to your website, enhancing your marketing efforts.


A website is not just a luxury but a fundamental element in today's business world. It's an investment that pays dividends in terms of visibility, customer engagement, and business growth. It does not matter if you're a small local business or a growing enterprise, the importance of having a well-designed, functional website cannot be overstated.


SEO Strategy that works

Planning Your Website


Effective website planning is like drafting a blueprint before constructing a building. It involves careful consideration of various elements that will determine the structure, functionality, and success of your site. In some ways, you do not have to know everything before you jump in the water, for some elements of site building, it’s better to start first and figure out later. But let’s talk about the basics.


Defining Your Website’s Purpose


What is the purpose of your website? The first step in planning is to define the primary goal of your website - whether it's sales, information, brand awareness, a blog or anything in between. Defining your website's purpose will guide every other decision you make, from design to functionality. For instance, an eCommerce site requires a shopping cart and payment options, while an informational blog might focus more on content and navigation. 


Ask yourself questions like: What do I want visitors to do on my site? How can my website best reflect my business’s values and objectives? The answers to these questions will form the core of your website strategy.


Target Audience


Knowing your audience is one of the most important aspects. Different demographics have varying preferences in terms of design, content, and usability. Conduct market research to understand your audience's age, gender, interests, and online habits. Use this data to create user personas, which will help you visualize your typical visitor and tailor your website accordingly.


Consider: Does your audience use mobile more of desktop more? What are their pain points or needs that your website can address? How tech-savvy are they? This knowledge helps in creating a user design that resonates with your audience.


Competitor Analysis


Analyzing what your competitors are doing right (and wrong) can provide invaluable insights. Look at their websites through the eyes of a customer. Always look at what you can take inspiration from and improve upon. What features make their sites appealing or off-putting? Make note of their content strategy, visual aesthetics, navigation layout, and any unique features they offer.


Use tools like SEMrush or Ahrefs to get an understanding of their SEO strategy and online presence. But remember, the goal is not to copy but to learn and innovate beyond what they offer.


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Content Planning


Content is the heart of your website, and the most important thing you can offer nowadays. Even if content is not the main focus of your business, make sure to add it to your site. Plan your content strategy meticulously. Decide on the type of content you will offer (blog posts, product descriptions, instructional guides, etc.), how often you will update it, and who will create it. Ensure your content is engaging, informative, and aligned with your SEO strategy.


Consider the tone and voice of your content. It should reflect your brand's personality and speak directly to your audience. Keep in mind that quality content not only attracts visitors but also encourages them to stay longer and engage more with your site.


Visuals and Branding


Your website's visual elements - colors, fonts, images, and overall layout - should align with your brand identity. This consistency strengthens brand recognition and enhances user experience


Choose a color scheme that reflects your brand and resonates with your audience, you can make it 3 colors that go well together, that will appear throughout the whole website. The layout should be intuitive, with a focus on usability and easy navigation. High-quality images and videos can significantly increase engagement, but make sure they are optimized for fast loading.


Technical Considerations


Technical considerations include choosing a domain name, where to have your web hosting service, considering the scalability of your website, and ensuring security measures are in place. These aspects of your website and should be planned ahead so you don’t have trouble down the road.


A good domain name is short, memorable, and reflective of your brand. When it comes to web hosting, consider factors like uptime, customer support, and scalability options. Ensure your website is scalable, able to grow with your business without requiring a complete overhaul.


Security is crucial, especially if you're handling sensitive customer data. Invest in good security practices like SSL certificates, regular software updates, and secure payment gateways.


Planning your website is a process that sets the foundation for your online presence. Each of these steps, from defining the purpose to tackling technical considerations, plays an important role in creating a website that not only looks good but also performs well and meets the needs of your audience.


build your website

Choosing the Right Platform


Selecting the right platform to build your website on can be confusing as there are a lot of options out there. It's a decision that will affect the design, functionality, and scalability of your site. The right platform depends on your technical skills, budget, and the specific needs of your business.


Website Building Platforms


There are various platforms available for building a website, each with its own set of features and functionalities. Broadly, these can be categorized into content management systems (CMS), website builders, and eCommerce platforms. CMS like WordPress offer flexibility and control, website builders like Wix provide ease of use with drag-and-drop features, and platforms like Shopify are tailored for eCommerce websites.


Consider factors like ease of use, customization options, scalability, cost, and the type of support offered. It's also important to think about future needs - can the platform grow with your business?


Popular Builder Platforms


Let's take a look at some of the options online today, and compare some of the most popular website builders to help you make an informed decision:


  • Wix: Wix is a user-friendly website builder perfect for beginners, and those that want to scale. Its intuitive drag-and-drop interface makes website creation simple and quick. While it's great for small businesses and portfolios, its customization capabilities are somewhat limited compared to WordPress. Try Wix.


  • WordPress: WordPress is a powerful CMS that powers a significant portion of the web. It's known for its flexibility and a vast array of themes and plugins, which make it suitable for almost any type of website, most notably blogs. While it offers immense control over your site, it also requires a certain level of technical expertise, especially for more complex functionalities. Try WordPress.


  • Shopify: Shopify is a leading eCommerce platform designed specifically for online stores. It offers robust eCommerce tools, including inventory management, payment processing, and shipping integrations. Shopify is user-friendly and great for those who want a hassle-free eCommerce setup. Try Shopify.


  • Squarespace: Squarespace is known for its sleek templates and design-centric approach. It's ideal for creatives and small businesses who want a visually appealing website with minimal fuss. Squarespace is user-friendly, though it offers less customization than WordPress. Try Squarespace.


  • Weebly: Weebly is another beginner-friendly website builder. It's particularly appealing for its lower price point and straightforward interface. While it's great for small, simple websites, it may not be the best choice for more complex sites. Try Weebly.


You must consider your technical proficiency, the kind of website you're building, your budget, and how much time you can dedicate to website maintenance and updates. Each platform has its strengths and limitations, so choose one that aligns best with your specific needs and goals.


Build a Website for company

Considerations for eCommerce Sites


If you're planning to build an eCommerce site, specific considerations come into play. Look for a platform that specializes in eCommerce and offers features like product management, secure payment gateways, inventory tracking, and customer service tools. Platforms like Shopify and BigCommerce are designed for eCommerce and provide a comprehensive set of tools to manage an online store efficiently.


Integration Capabilities


Another important factor to consider is integration capabilities. Your website may need to integrate with other tools like email marketing software, CRM systems, social media platforms, or analytics tools. Make sure the platform you choose can seamlessly integrate with other essential tools that you need for your business.


Mobile Responsiveness


With the increasing use of mobile devices to access the internet, it's crucial to choose a platform that offers mobile-responsive templates. Your website should look and function well on all devices, including smartphones and tablets. Furthermore, Google may not rank you in search results if you are not optimized for mobile devices.


SEO Features


Lastly, consider the SEO features of the platform. A good platform should offer basic SEO functionalities like customizable meta tags, responsive design, and fast loading times. Some platforms offer advanced SEO tools or plugins, which can be beneficial for improving your site's visibility in search engine results.


Choosing the right platform for your website is a decision that should be made after careful consideration of your current needs and future growth. Assess each platform's features, ease of use, scalability, and cost to find the best fit for your business. Remember, the right platform can significantly impact the success of your online presence.


building a website today

Designing Your Website


Designing your website is a critical phase where creativity meets functionality. A well-designed website not only looks great but also provides a seamless user experience (UX), and user interface (UI), encouraging visitors to stay longer and engage more with your content. Easy to use is the name of the game.


Key Elements of Web Design


Effective web design is a balance of aesthetics and functionality that can maximize user engagement. It's crucial to focus on several key elements to achieve that balance:


  • Responsive Layout: Your website should look good and function well on all devices, from desktops to smartphones. A responsive design automatically adjusts to the screen size, ensuring a consistent user experience.


  • Intuitive Navigation: Easy and intuitive navigation is essential. Users should be able to find what they're looking for quickly and easily. Include a well-structured menu, clear headings, and a search function. This will also help with your overall ranking on Google.


  • Consistent Branding: Use your brand's color scheme, logo, and fonts consistently across the website. You choose at least 3 base colors and use them across your website and brand. This reinforces brand identity and contributes to a cohesive user experience.


  • Quality Visuals: High-quality images and graphics can greatly enhance the appeal of your website. It makes it seem alive and well-maintained. Ensure that these visuals are optimized for web use to maintain fast loading times.


  • Readability: Choose fonts and colors that are easy to read. Avoid cluttering your pages with too much text or too many images, and use white space effectively to create a clean, uncluttered look.


Branding and Visual Identity


Your website is a digital extension of your brand, and as such, it should accurately reflect your brand's visual identity and style. For example, if you sell apparel online, you can match your apparel’s aesthetics to the design of the website to set the tone for your style:


  • Color Scheme: Choose colors that represent your brand and evoke the desired emotions in your audience. Color psychology can play a significant role in how your brand is perceived. Do some research on what colors evoke what type of emotion (it’s a thing).


  • Typography: The fonts you choose should be reflective of your brand's personality - whether it's professional, friendly, or modern. Ensure that your typography is web-friendly and readable across devices.


  • Logo and Imagery: Your logo should be prominently placed, usually in the header. Use high-quality and relevant imagery that aligns with your brand and message. Custom photography is ideal, but if that's not feasible, carefully selected stock photos can also work well.


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Creating Engaging and Relevant Content


Content is what draws users to your website and keeps them there. Engaging and relevant content can significantly boost your SEO and user engagement. Add a blog to write about your niche, and express your knowledge to boost engagement, or maybe create videos. Some of your users may find you through your content before they find the products that you sell:


  • Compelling Copy: Write clear, concise, and engaging copy. Whether it's product descriptions, blog posts, or your company's story, the language should be on-brand and tailored to your audience.


  • SEO Integration: Incorporate SEO best practices in your content to enhance your site's visibility in search engine results. Use relevant keywords naturally, optimize your images with alt tags, and create engaging meta descriptions.


  • Multimedia Elements: Incorporating videos, infographics, and interactive elements can make your content more engaging. These elements can help explain complex information in an accessible way and increase the time visitors spend on your site.


  • Regular Updates: Keep your content fresh and up-to-date. Regular updates not only provide value to your audience but also signal to search engines that your website is active, which can improve your rankings.


User Experience (UX)


UX is about how a user feels when navigating your website. A positive user experience UX can lead to higher engagement and conversion rates. Let’s name the most important points to maintain in building a great user experience:


  • Simplicity: Keep the design simple and focused. Avoid overwhelming users with too much information or too many choices.


  • Accessibility: Ensure that your website is accessible to all users, including those with disabilities. This includes using alt tags for images, providing text transcripts for videos, and ensuring navigation with keyboard commands.


  • Speed and Performance: A slow website can frustrate users and increase bounce rates. Optimize your website's speed by compressing images, minimizing the use of heavy scripts, and choosing a reliable hosting service.


  • Feedback and Interaction: Implement features that allow for user feedback and interaction, such as contact forms, reviews, and social media links. This not only improves UX but also provides valuable feedback for further improvements.


Designing your website is a multifaceted process that requires careful planning and attention to detail. The goal is to create a visually appealing, user-friendly, and brand-consistent site that engages and converts visitors. Focus on these key aspects of web design, and you will be able to create a website that effectively represents your brand and meets the needs of your audience.


How to build a website

Developing Your Website


The development phase of your website is where plans and designs come to life. It's a critical stage where technical expertise, creativity, and strategic planning converge to build a functional, efficient, and user-friendly site. 


DIY vs. Hiring a Professional


When it comes to website development, you have two main paths: do it yourself (DIY) or hire a professional. Each option has its own set of advantages and challenges:


  • DIY Website Development: This option is often more cost-effective and can be accomplished using various website builders or CMS platforms. It's suitable for those who have the time and are willing to learn. The DIY approach offers more control over the process and is gratifying, but it can be time-consuming and might not yield the most professional result if you lack experience. Overall this is very recommended to at least master some of these development aspects as it gives you more control over the outcome.


  • Hiring a Professional: A professional web developer or a web development agency can bring expertise and efficiency to the project and add special APIs and costume features to your website. They can handle complex functionalities, ensure a professional look, and save you a lot of time. However, this option is generally more expensive and requires finding the right partner who understands your vision and goals.


  • Scalability: Your website should be able to grow with your business. Choose technologies and a hosting service that can handle increased traffic and content as your business expands.


Content Management Systems (CMS)


A CMS like WordPress, Joomla, or Drupal can be a great choice for website development, offering a balance between ease of use and flexibility. These systems provide templates and plugins/modules for added functionalities and allow for easy content updates without needing extensive technical knowledge. This also allows you to use a template of a page and add content and functionality to it on the backend.


Testing and Quality Assurance


Before launching, thoroughly test your website for functionality, usability, performance, and compatibility across different browsers and devices. Check for broken links, test forms and checkout processes, and ensure all content displays correctly. You will also need to continuously monitor and test new features, sometimes you must test features by launching the live website, after publishing. 


Continuous Improvement and Updates


Web development is an ongoing process. After launching, continually monitor your website for any issues and keep it updated with the latest technologies and security measures. Regularly update your content, and consider user feedback for improvements. If you take this development seriously, you’ll be able to adapt quickly.


Developing your website is a significant step in your online presence. Whether you opt for a DIY approach or professional help, or do both, focus on creating a site that meets your business needs, offers an excellent user experience, and aligns with your overall digital strategy. With the right planning and execution, your website can become a powerful tool to grow your brand and engage with your audience.


SEO on website

Search Engine Optimization (SEO)


Search Engine Optimization, commonly known as SEO, is a vital process for enhancing your website's visibility in search engine results. It's not just about inserting keywords but involves a comprehensive SEO strategy to make your site more attractive and accessible to search engines like Google.


How Does SEO Help Websites?


The foundation of SEO lies in understanding how search engines work and what your target audience is searching for. This includes identifying the right keywords that your potential customers use and integrating them naturally into your website’s content. On-page SEO is crucial - it involves optimizing elements such as title tags, meta descriptions, header tags, and the strategic placement of keywords within your content. 


Content quality plays the most important role in SEO. Search engines favor content that is not only rich in keywords but also relevant and regularly updated. This could include blog posts, product descriptions, and informative articles that address your audience's queries and interests. It goes a long way if you create content that your users/customers can actually enjoy and get value from.


Another critical aspect of SEO is ensuring your website is mobile-friendly. With the prevalence of mobile browsing, search engines now prioritize mobile-optimized sites in their rankings. Additionally, the speed at which your pages load can significantly impact your SEO, as faster-loading pages are more likely to be favored by search engines and users alike.


Internal and external linking is another aspect that can enhance your SEO strategy. Internal links help in navigating your site and keeping users engaged, while external links to reputable sites can boost your site’s credibility and authority.


Implementing SEO Best Practices


Effectively implementing SEO involves a multi-faceted approach. Regular SEO audits are essential to identify areas of improvement and tools like SEMrush and Moz can be invaluable in analyzing your website’s performance.


User experience (UX) is increasingly recognized as a crucial factor in SEO. A well-designed, easy-to-navigate website encourages visitors to spend more time and interact more with your site, which search engines reward with higher rankings.


For businesses with a physical location, local SEO is imperative. This includes optimizing your website with local keywords, setting up a Google My Business listing, and ensuring your business is listed accurately in local directories.


Developing a content strategy that aligns with your SEO goals is fundamental. This means creating diverse content that appeals to your audience while incorporating relevant keywords. This content could range from informative blog posts to engaging videos and infographics.


Backlink building, the process of acquiring links from other reputable websites, is crucial for enhancing your website's authority and search engine ranking. Focus on creating content that is worth sharing and engaging in outreach to earn these valuable links.


Tracking and analytics are essential components of an effective SEO strategy. Using tools like Google Analytics helps you understand how well your site performs in terms of organic traffic, bounce rate, and other key metrics, allowing you to make informed decisions to improve your SEO.


Finally, staying up-to-date with the latest algorithm changes from search engines is crucial. Search engines frequently update their algorithms, and staying informed about these changes helps you adapt your SEO strategy to maintain and enhance your site's online visibility.


SEO is a dynamic and ongoing process. It requires a strategic approach and constant adjustments to stay ahead in the digital landscape. By understanding the basics and continuously adapting to the evolving requirements of search engines and users, you can significantly improve your website's visibility, attract more relevant traffic, and ultimately, contribute to the growth and success of your business.


How to website

Launching Your Website


Launching your website is a significant step, marking the transition of your project from development to a live, public-facing presence. This phase isn't just about flipping a switch to make your site live; it involves careful preparation and strategic promotion to ensure a successful debut. Keep in mind though, that this is just the first step in the evolution of your digital presence, as you must keep updating and improving it as time goes by.


Before launching, a thorough final review and testing of your site are essential to get the basics right. This includes checking for any errors, ensuring all content is accurate, verifying SEO elements like meta tags and URLs are optimized, and making sure the site performs well on various devices and browsers. Security checks, such as implementing SSL certificates and setting up reliable backup systems, are also crucial.


Once you're confident that everything is in place, it's time to launch and promote your website. Post-launch, it’s important to monitor your website’s performance and be responsive to user feedback and analytics. This will help you make necessary adjustments and improvements to enhance the user experience and effectiveness of your site. 


Launching your website is a mix of preparation, execution, and ongoing engagement. It's an important moment that sets the tone for your website's future success and growth. Once thighs get going, you can start the “post now and improve later” strategy, meaning you can publish content and improve it over time.


Building the best website

Maintaining and Updating Your Website


Maintaining and updating your website is an ongoing process that must happen on a regular basis to ensure its continued relevance online. A well-maintained website does not go unnoticed and helps in attracting and retaining customers, improving SEO, and maintaining a strong online presence.


Regular Updates and Maintenance


Regular updates and maintenance are key to keeping your website functional and secure, once again, remember that this does not go unnoticed and helps a lot with pushing your website up Google’s ranking system. This involves several aspects:


  • Content Updates: Keeping the content of your website fresh and relevant is essential. Regularly update your blog, news sections, product information, and any other dynamic areas of your site. This not only engages your audience but also signals to search engines that your site is active, which can positively impact your SEO rankings.


  • Software Updates: If you’re using a CMS like WordPress, regularly update the platform along with any plugins or themes you’re using. These updates often contain security patches and new features that can improve the functionality and safety of your site.


  • Performance Monitoring: Continuously monitor your website’s performance. Look for areas that can be optimized such as page loading times, image sizes, and functionality on various devices and browsers.


  • Backup: Regularly back up your website to prevent data loss. Automated backup solutions can ensure that you always have a recent copy of your site in case of technical issues or security breaches.


Analyzing and Improving Performance


To ensure that your website remains effective and competitive, regular analysis of your site’s performance and improvement to it are necessary.


  • Analytics Review: Use tools like Google Analytics to track your website’s performance. Metrics such as visitor numbers, bounce rates, and conversion rates can provide insights into how users interact with your site and where improvements can be made.


  • User Feedback: Pay attention to feedback from your users. This could come through comments, reviews, or direct feedback. User suggestions can be invaluable in identifying areas for improvement.


  • SEO Optimization: SEO is not a one-time task. Continuously optimize your website for search engines by updating your content with relevant keywords, improving site speed, and ensuring all SEO best practices are followed.


  • Security Checks: Regularly check your website for vulnerabilities. This includes updating security plugins, checking for any unusual activity, and ensuring that all user data is securely stored and handled.


  • Adapting to Trends: Stay informed about the latest trends in web design, technology, and your industry. Updating your website to reflect these trends can keep it relevant and engaging for your audience.


Maintaining and updating your website is a continuous process that plays an important role in its success. When regularly updating content, ensuring technical soundness, analyzing performance data, and staying abreast of new trends and user feedback, you can keep your website effective, secure, and aligned with your business goals. This ongoing commitment to your website’s quality and relevance is essential in the fast-paced digital landscape.


business website

Final Thoughts


Building and maintaining a website is an ongoing responsibility, vital for the growth and success of your business. Beyond just being a digital presence, your website is a dynamic platform that should evolve with your business and customer needs. From planning to launch and beyond, each phase demands continuous attention and adaptation.


Regular updates, staying abreast of web design and SEO trends, and being responsive to user feedback are key to keeping your website relevant and effective. Embrace the continuous process of improving and refining your online presence. Your website, when carefully nurtured, is not just a digital space but a thriving asset that supports and drives your business objectives in the ever-evolving digital landscape.


FAQ


Q: How often should I update my website content?


A: Regular content updates are recommended to keep your website engaging and relevant. Aim for at least once a month, but more frequent updates may be beneficial, especially if you run a blog or news section.


Q: Can I manage SEO myself, or do I need a professional?


A: Basic SEO can often be managed by yourself, especially with many user-friendly tools and resources available. However, for more complex strategies or competitive industries, hiring an SEO professional might be beneficial.


Q: How important is mobile optimization for my website?


A: Extremely important. With the majority of internet users accessing the web via mobile devices, having a mobile-optimized website is essential for user experience and SEO.


Q: What are the key security features my website should have?


A: At a minimum, your website should have an SSL certificate for secure data transfer. Regular software updates, secure hosting, and strong password policies are also crucial for website security.


Q: How can I measure the success of my website?


A: Use analytics tools like Google Analytics to track metrics such as visitor numbers, session duration, bounce rate, and conversion rates. These metrics provide insights into the performance and user engagement on your website.


Q: Should I integrate social media into my website?


A: Yes, integrating social media can enhance user engagement and drive traffic to your social profiles. It’s a great way to connect your website with your broader digital marketing strategy.


Q: Is it necessary to have a blog on my business website?


A: While not mandatory, a blog can be a powerful tool for SEO, customer engagement, and positioning your business as an industry leader. It’s a great way to regularly add fresh content to your site.


Q: How do I make my website accessible to people with disabilities?


A: Ensure your website adheres to web accessibility standards, such as the WCAG (Web Content Accessibility Guidelines). This includes features like screen reader compatibility, keyboard navigation, and alternative text for images.

Disclosure: We may receive affiliate compensation for some of the links on our website if you decide to purchase a paid plan or service. You can read our affiliate disclosure, terms of use, and our privacy policy. This blog shares informational resources and opinions only for entertainment purposes, users are responsible for the actions they take and the decisions they make.

This blog may share reviews and opinions on products, services, and other digital assets. The consumer review section on this website is for consumer reviews only by real users, and information on this blog may conflict with these consumer reviews and opinions.

We may also use information from consumer reviews for articles on this blog. Information seen in this blog may be outdated or not accurate at times. Please make an informed decision on your own regarding the information and data presented here.

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Disclosure: We may receive affiliate compensation for some of the links on our website if you decide to purchase a paid plan or service. You can read our affiliate disclosure, terms of use, and privacy policy. Information seen in this blog may be outdated or not accurate at times. This blog shares informational resources and opinions only for entertainment purposes, users are responsible for the actions they take and the decisions they make.

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