The content design issues are almost the same when building a new web site or re-designing an existing web site.
There are over a billion web sites today and that number is growing. It is easy to get caught up in this color or that color, the aesthetics, or the usability of one platform versus another platform.
The first and foremost marketing goal, of every web site, is achieving organic search engine results.
Website design involves an effective visual design along with content marketing. But, a web site is one component in a comprehensive marketing plan that creates and sustains your online business reputation.
These are the top level ideas when considering how to build a web page. It is worth noting that the “template” of your web site is the design layout of how each page will look. Use the latest methods to build components into your web page design template. For example, use a common footer. Have the footer component of your page be one piece of code. This makes it easy to up date every page by performing content edits in one place. The bottom line is building your pages with “content compose nets” gives you the flexibility of content/media while making sure the design elements are consistent.
Appeal to the rich that is your target audience. As a general rule, don’t use too many colors or typefaces. But, using a unique typeface, that is readable on all devices, will help define the quality you offer. The graphics should be clean and load quickly all viewer devices.
#2 Visual Appeal
Use an innovative but not distracting design. The whitespace on your pages needs to encourage thought and action while at the same preventing a distraction. A simple, clean design with whitespaced makes a web site more effective. In case your are wondering what that means, looks at the tech giants like Apple and Google to see how they are using whitespace.
#3 Navigation The less clicks to get to your prime objective is better. How many clicks are required to see your prime product? Keep the primary navigation towards the top of your page. Include navigation in your footer - the bottom portion of your web page.
Make sure the content is working to capture interest. For example, one heading can be, “find a plumber” but a more engaging heading will be “easily winterize your pipes”. You want your design to outpace the logic of a user so your content increases conversions. One example of a conversion is when a web site visitor takes action to be a subscriber or a buyer of your services.
Your business has a reputation now. Your web site will be an representation of that reputation. Make sure your design is delivering the qualities of your business through the template design. To accomplish this make sure every element, down to the details, a reflection of your reputation. There are no minor details in a design – every piece must fit together and create a seamless appearance that builds the appeal of your brand.
Recent research by comScore, shows that users with a tablet grew 30% between 2013 and 2015.
Smartphone internet consumption, meanwhile, grew 78% during the same time period. The takeaway here: In order to provide a truly great user experience, your site needs to be compatible with the different devices (and operating systems, and browsers) that your visitors are using.
Use a built in responsive design to easily reach any device used to view your pages. When you build your site with an effective web development strategy, you have one web site that which automatically is viewable on all computing devices: smart phone, tablet, lap top, and desk top.
Search Engine Optimization, SEO, is very important to your marketing efforts. SEO techniques are applied to web page content, as well as, web site architecture - file names and directory structure. At the very least, be sure to have a unique meta tag description included on each page. Meta data is the text seen as the description of a site in Google search. These words attract a searcher’s attention and indicate if a search result is particularly relevant to the searcher. For this reason, including keywords in your meta description can draw in visitors.
#5 Content is more than the sum of words. A content writer produces “content marketing” which is much more than creating, distributing and sharing content in order to engage audiences. A premium content marketing strategy is designed to 1) put more people and prospects into your sales funnel; 2) convert your web page visitors into a subscriber or a sales lead; and 3) improve your branding.
Always remember, the very first marketing goal of every web site is to accomplish organic search results, on the first page, of search engine results.
Be sure that your content writing is built with, is based on, sufficient keyword research.
More and more free tools become available to optimize your content. Keep an eye our for them and implement them on your pages.
Here are two free tools:
A. The Data Structure tool provided by Google has replaced the “keywords meta tag”. You can learn more about that tool at the Search Console, aka Web Master Central website, provided by Google. Bing also has a Web Master Central website that should be used to enhance your marketing in those results.
B. Every wonder what your site looks like from a different location? Every wonder if your site is operating correctly at other locations. Geo Peeker will show you your site from locations around the globe.
If you are interested in a free review of your current SEO techniques, send us an email.
1. Who is s your target audience?
2. Where does my target audience reside?
3. What are best practices to automate my marketing efforts?
4.What are the specific benefits of my products - what problems/issues do they solve?
5. How am I building my customer network?
6. How much money does it cost to capture a new client?
7. What are methods for engaging customers to achieve additional sales?
8. How are client testimonials being displayed to potential customers?
The first, most important goal, is to establish multiple organic listings for your business in the search engines - on the first page of search results relevant to your services.
The whole effort of establishing a business web site comes down to growing your business in a fluid marketing environment with proven ideas and techniques. Otherwise, you are just another "one" of the billions of web sites available in internet - no one will be able to find you.
Reduce your learning curve and jumpstart your online marketing by hiring a professional web person, with proven experience, as a consultant.