99 Percent Of Websites Are Invisible
Websites and branding are not the be all and end all of an online marketing strategy. It pays to be savvy if you want your website to be an effective marketing tool.
While a swanky design is a great asset, it’s not going to draw traffic to your site. Form follows function and a website needs to be informative, interesting and easy to navigate. Most importantly it needs to be easily found.
What’s the point of an impressive $10k website that has no traffic? Here are 5 things you can do to make sure your website pipes up above all the other noise on the internet:
1. It’s All About Purpose
Have a purpose. Deliver something both engaging and helpful. Modern business has turned its back on ‘tell and sell’ sales; it’s now looking for the engaging and educational content. Have a plan that delivers benefits to your end user.
2. Keywords
To find your keywords, search for “keyword tool” on Google.Keywords are the words most commonly searched terms on Google to find a business like yours. These are the foundations of being found online. Don’t build a website, register a domain or even register your business until you know exactly what people are searching for. If your web developers have not run this research, then be very wary of their marketing ability.
Again, it’s all about purpose. As an example, don’t think that you can optimise for finance, when you offer financial planning; finance could be anything! To find your keywords, search for “keyword tool” on Google.
3. Use A Content Management System (CMS)
We’re in the information age for Pete’s sake! If you don’t think it’s possible to write content in a what-you-see-is-what-you-get (WYSIWYG) editor and publish it yourself, then you’ve got rocks in your head. If you have to pay your website provider hundreds or thousands of dollars every time you want to add or change some content, then you’re boxing yourself into a corner.
A ‘static’ website is similar to an over-botoxed face – lacking expression and interactivity. Every time you pay for another ‘injection’, you’re just limiting yourself further – not wanting to forego your investment to change.
Some of the best CMSs are free, and support is unlimited. If you use WordPress, Joomla or Drupal, you’re off to a great start!
4. Be Frequent, Recent & Relevant – Content Is King
Google ranks websites based on relevant content and user interactions.You’ve heard it before, but most people don’t understand the implications.
Create a process to deliver great content on an ongoing basis. Be useful, interesting and purposeful, but do not over-commit yourself.
Engaging content is what will get people to return, and gives you a great reason to write a newsletter, tweet, but most importantly, stay top of mind. Being frequent, recent and relevant gives you a huge advantage over the competition, because they aren’t doing it.
What’s more, Google ranks websites based on relevant content and user interactions. If you have inbound links from blogging as well as returning visitors from newsletters. Then you’ll do well.
5. Have A Sticky Design
Ever been lost in a casino and can’t get out? It’s designed that way. Funny that you can find the concierge, bathrooms, food, bars and any type of gaming, but where the heck is the exit?
And although quality content is extremely important, no one is going to read it if you don’t have a simple, clean design. If your site also has interactive elements that draw the user in, they will spend more time exploring your website and building a relationship with your brand. The longer visitors stay, the more Google considers your site to be relevant to the search term. As a result your site is likely to appear higher in the search results pages.
Draw people in. Create great calls to action. Keep them inside your content for as long as possible and then give them a reason to come back. Read more here
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