One of the most important aspects of your digital marketing, is a great business website. Therefore, Business website development must include, proper design and correct optimisation. Thus, allowing your website to become the foundation of your online marketing activities.
Business Website Development
User Experience (UX)
User experience (UX) involves having an in-depth understanding of users. Including; their needs, values, abilities and also limitations. Furthermore, UX takes into account your business goals and objectives. Generally speaking, UX is about improving the quality of the user’s interaction with your products or services. As well as their perception of those products or services.
As a result, not only is it important that your website is user friendly. Equally, it is important that your website encourages users to take particular action. For example; if you own an ecommerce business, you will likely want the action to be products being added to the cart and then to checkout. If you’re a blogger, you may want your readers to click the ‘sign up now’ button for your Newsletter.
These actions are hugely influenced by great UX. As an illustration, simple UX design may include things such as; ‘buy now’, ‘add to cart’, ‘sign up’ , subscribe’ and other buttons being clearly written and vibrant in colour. Similarly, when choosing colours for your ‘Call to Action’ buttons, they should stand out from the rest of the website colour theme. Likewise, it’s important to limit options, which may distract the Prospect from the desired ‘Call to Action’ button.
A common example of this, is a Squeeze page. Whereby, designers will remove the website menu from a particular page (hence squeeze page), leaving the ‘Call to Action’ button, as the only option for the user. This is a super focused method of directing traffic on your site and the user is left with no choice but to either click the ‘Call to Action’ button, or leave the website. A word of caution here: although this strategy can be effective in some scenarios, in others, a squeeze page could be seen as a poor user experience. The key is to understanding your use of every strategy you apply and ensuring it is going to give the best user experience possible.
Ultimately, to increase conversion rates and increase revenue for your business, you must create a great User Experience online and offline.
Search Engine Optimisation (SEO)
If you want to get found in search results, you must optimise your website, so that it is search engine friendly. For proper business website development and SEO, here are 6 areas to consider:
1. Investigate SERP (Search Engine Results Pages)
See what comes up in search results, for the keywords that you intend to use. It’s important that Google returns similar pages to yours. Otherwise, you have very little chance of ranking for that chosen keyword.
2. Primary, Secondary, and Related keyword Optimisation
Search engines rank pages that they see as relevant content. Therefore, choosing a primary keyword, secondary keyword and related keywords, helps show Google that your content is relevant to the searcher. For example; if your primary keyword is ‘Record Player’, your secondary keyword could be ‘Turntable’ and your related keywords, are words related to the subject. Hence, ‘vinyl’, ‘records’, ‘music’, ‘sound’, ‘stereo’ etc.
3. Authoritative Link Building
Link building is vital to SEO. However, it’s important that websites that link to your website, have good authority with search engines. Therefore, high traffic, ranked highly, optimised correctly and trusted sources of information, are usually websites with authority. In contrast, if you receive lots of links from websites that Google considers ‘spammy’, such as link farms or other spam websites. Then, Google and other search engines will actually penalise your website and drop you from ranking in search results. Therefore, ensure that you build links from trusted websites.
4. Title Tags and Meta Descriptions
This is HTML code in the header of your web page. This code helps search engines understand the content of your page. A page’s title tag and meta description are usually shown whenever that page appears in search engine results. Your web developer would have handled this in the initial formation of your website build. However, when adding new content and blogs, it is important that correct Title tags and Meta Descriptions are maintained. Your Content Management System (CMS), usually has facility to manage this.
5. Optimise page speed
Optimising page speed will not only increase your ranking in search results but for an ecommerce platform this is vital. This is because page speed affects User experience dramatically. In fact, 40% of people abandon a site that takes more than 3 seconds to load and Amazon have stated that 1 second in page load time, loses them $1.6 billion. You can check your page speed with the Page Speed Insights tool from Google.
6. Amplify Your Content Across Social Media and other Publications
Lastly, if you’ve written great content, with perfect keywords, meta tags, titles and your page speed is awesome. Then, it’s time to amplify your content across your social media platforms and other publications, so that you can drive traffic to your website.
Business Website Development – Conclusion
So, let’s sum up the points, for ideal business website development. The two main areas for development are; User experience (UX) and Search Engine Optimisation (SEO). Of course, two areas we haven’t mentioned are design and branding. However, this can vary widely for every business. Therefore, if you are in need of help and guidance with your website branding and/or design, please see our website design packages, or get in touch today and we will be happy to help.
If you need help in other areas of your marketing, please also feel free to check out our full range of marketing agency services.