Making sure your site is set up correctly.
- Show off your products and services
If the purpose of your website is to provide a platform for your products or services then you need to make sure that your home page shows off your best-selling product or service efficiently and clearly. Too many sites feature cluttered homepages which try to squeeze in too much variety or make it unclear as to what is on offer. The importance of professional, clear, enticing and accurate images of your products cannot be overstated, but that said, it does not pay to overload a site with images and graphics as it can divert the attention from important detail and marketing blurb. Instead you should select a small range of premium quality product photographs for the home page. Other, secondary or less popular products and images of them should be shown on secondary or interior pages.
- Optimize your site for user experience
It’s not only true that search engines such as Google and Bing prefer your site to be laid out in a logical and organized fashion, but of course your users do too. Both observations are key to successfully marketing your website. You want to direct your users to certain products, services and areas of your site. This involves the successful insertion of clever and enticing CTAs (Calls to Action). Use consistent and bold fonts and concise phrasing. The idea is to emphasize not bewilder.
- Content is (still) king
Although this snappy little phrase has been around a while content still wears the crown when it comes to laying down the base for successful marketing of one’s website. Of course the key is to provide content that solves problems for your target audience, stimulates debate and sharing on social media and is presented in an attractive way. Using lists and quizzes can be extremely important and the role of headlines should not be dismissed. A good headline or title can make the world of difference, while the importance of constantly populating a site should be taken very seriously.
The last thing that you want to be faced with is the revelation that through subconscious design bias you have eliminated a whole subsection of society from being able to browse your site efficiently and enjoy what you have to offer. One instance of this could be through use of colour that discriminates against the colour blind. When you consider 4.5% of the population is colour blind, this one example is pretty significant! Your web designer should be aware of accessibility guidelines, but a conversation about this could prove fruitful.
- Optimize code for SEO
Ensuring that the code on your site is streamlined and carefully maintained is vital not only for the speed and performance of your site but also to ensure that it is optimized for search engines. One crucial tip is to ensure that you only have one title tag per page. The title tag is arguably the most important piece of code.