Building your website
Building your website
Your website is one the most important things in your arsenal and should be an integral part of your SEO plan. Why? Consider how your audience is searching for information.
Before the creation of search engines, people relied on word-of-mouth to search for trustworthy retailers. However, these days, your audience is more likely to Google for things that they need. Google processes an average of 3.5 billion search requests per day.
So, what does this all mean?
When people search for a product or service online, Google leads them to your website. If you have a website that is poorly designed and does not serve it’s intended purpose, your audience is likely to leave the website for a competitor’s website. NOT GOOD!
Let’s look at a few ways you can make your website more desirable.
The longer your page takes to load, the higher the chance that users will leave.
Google has a free tool that you can use to check how fast your page loads
Things you can do to reduce your load times.
- Compress your images
- Use browser caching
- Reduce white spaces
Famous companies often bank on their creative slogans to catch attention so should you.
Sounds great, right? Not always.
Your audience is not likely to act on something they do not understand. It’s important to understand the questions your audience is asking when on your website.
- Who are you?
- What do you do?
- How is it better than the competition?
Make sure that your homepage can answer these questions instantly.
Write your content as a reader.
Write your content with your reader in mind. Always read your content again to make sure you are addressing their concerns
“Learn how to make a great marketing campaign” is a more compelling statement then “I teach great marketing”.
We have all heard the phrase “a picture speaks a thousand words”. Cliché as this may be, there is real relevance in this. Take this article for example. Did you look at the image first or the article?
The usage of certain colours in your image can help to invoke the emotions you want your audience to feel. Images also create breaks in content heavy articles.
The textbook is a good example. When textbooks were first introduced, it was just that. A “text”book. It made the studying process much more mundane that it had to be. Textbooks these days are filled with images and comics to make the studying process more enjoyable.
Use images to represent a portion of your website. People are more likely to identify “Phone repairs” with an image of someone fixing a phone then a paragraph describing the repair process. Couple these together and you’ve got great content that is compelling.
Its’ very tempting to over load your website with links to pages within your site. Although you want more gateways for your audience to crawl around your site, it is also important to note that more options = lesser probability that your audience will click on it.
Avoid using drop down menus. Drop down menus have become an annoyance. Landing pages are a better option for your products. Landing pages also improves SEO. Create pages that lead to other pages. The more your audience crawls through your website the better your SEO score.
Your website has great content, fast load times and great navigation. Your audience is impressed and are sold on your product or service.
So, what now?
You need to give your audience a way to communicate with you.
A call-to-action(CTA) form will help to create this. CTA forms can be as damaging as they are useful. Be careful not to overload your website with unnecessary CTA forms. Keep your CTA forms on relevant pages and locations so that your audience can contact you when they are interested. Some websites make the mistake of throwing their audience a popup of a CTA form at the beginning of the web page. Imagine someone asking you to buy something when they haven’t even introduced themselves.
Say you have a page that describes your phone repair services. Placing a CTA form beside or below this information can help with conversions. CTA forms also help you to gather data on pages that are converting data and pages that aren’t.
Your audience has no obligation to believe what you are saying. Your audience is always going to be sceptical about what you are saying because they understand that your job is to pitch your product or service as hard as you can.
Anything that you say is labelled as marketing. Anything your users say is evidence. Let your clients tell your prospects that you are good in what you are doing. 72% of prospects will only make a purchase after reading a positive review.
Choose your testimonials carefully. Your audience needs to know how your product or service has helped people.
“This SEO service improved my lead generation by 20%“ is a more compelling testimony than “Great product and a friendly team”.
Testimonials should also be placed on the page where you are selling a product or service. Some websites have a page dedicated for testimonials. Whilst this isn’t necessarily a bad idea, if your company has more than one service, it becomes very messy when not arranged properly.
If you have multiple services like SEO, Website development and Custom Web applications, you should have reviews about each service placed in each landing page. Place your testimonials right before your CTA forms for maximum effect.
Understanding your audience is the best way to create a great website. Gaining your audience’ trust is what will convert prospects to paying customers. Build your website around what your audience needs rather then what Google needs for maximum effect.