In an attempt to make their websites have a high Search Engine Optimization (SEO) level, many businesses end up creating sites that are overly cluttered with content or otherwise poorly designed. Having a visible site means nothing if customers won’t stay around to actually use it. Here are some steps to creating a website that appeals to customers and stays marketable as well.
A common mistake business owners make is making the website appealing to them, as opposed to the people they are selling their products or services to. How you perceive your goods may not necessarily be how potential consumers will see them. Try to understand why your existing companies buy from you rather than other companies, and emphasize your unique qualities on your website. Make sure customers can see what you offer that other companies don’t as soon as they enter your site, and they can easily decide whether or not your business is right for them.
Step 2: Keep It Simple
Everyone wants to have a good-looking website, but your priorities should be centered around making your site accessible to your customers. It’s also important to know who you’re trying to market to, and design your site aesthetics to appeal to them. After all, colors and imagery that appeal to young adult men aren’t necessarily going to have the same effect on middle-aged women. Be sure to have a professional-looking design for your site, layouts that look cheap can subvert your credibility and make your brand seem less appealing.
Step 3: Have Content That’s Well-Written and Purposeful
Having a lot of content may help make your site more attractive to search engines, but if it’s not providing anything for the user, all it really does is take up space. Always make sure to use proper grammar, get straight to the point, and have a reason for the content to be there. For every page on your site, be sure to ask yourself why the page is there, is the information important to your customers, what is the impression you want to leave on the viewer, and what do you want the reader to do after seeing the page.
Step 4: Make Navigation User-Friendly
One of the key aspects of a website is making it easy for consumers to quickly and easily find whatever they’re looking for. Be sure to incorporate navigation in both the header and the footer, so users can access it regardless of where they are on the page. For sites with a lot of pages, consider using drop-down menus so customers can find the pages deeper within your site. You can even combine menu layouts to suit your needs, for example: using the header navigation for general browsing and a sidebar for more specific categories.
Step 5: Know Where You Stand
Once you have followed these steps, then you can measure the results by determining your Key Performance Indicators (KPI). Your Search Engine Rankings will most likely be one of them, but there are other factors to consider depending on what kind of business you run. For example, if you specialize in ecommerce, be sure to look at purchases and shopping cart abandonment rates. If your business is a more traditional brick-and-mortar establishment, KPIs can include phone calls, contact form submissions, and the percentage of those that lead to actual sales. Also, tracking software such as Google Analytics can provide data on where your customers are coming from, and the steps that lead them to converting to your business.
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