October 20th, 2010
As a search engine optimizer and web content developer I have run across clients that have their websites designed and then come to me to get their content optimized and the sites marketed online. At this point I do the analysis, suggest the on page changes and offer to have some design changes made. I run into a wall. I mean literally, clients refuse to change one picture of the website, despite the suggestions I make.
Two months into the optimization, the website is ranking on the first page, getting the traffic but surprise, surprise there are no sales, leads or conversions. The client is enraged, refuses to listen to reason and states SEO is a waste of time. I am frustrated but ask once more, just let me make some design changes and then cancel. They agree. Within a month the statistics show the client is getting leads/sales.
Your Website as a Marketing Tool
Webmasters have to understand that while the website is the doorway to their business, it is also a marketing tool. Do not make your business website a work of art. Make it a business front.
Consider this: You are a doctor. You have a clinic and your receptionist is a 12 year old, what impression would your patients have? Again, you are a lawyer and your receptionist is a dumb blond, easy on the eye but light on the brains, would your clients trust your judgment?
What your website should be doing:
- The website is the doorway to the business but must lead your visitors to take action.
- When visitors land on your website they should immediately see the service you are offering and the action you want them to take.
- The content should be inverted pyramid form and should have call to action buttons.
- Your highest selling product should be highlighted and then details to other products given.
I am a member of a gym in Princeton, NJ which is absolutely gorgeous. It has great showers a wonderful pool and is never overtly crowded. However, the website it has is pathetic. I am serious, it is so bad that web designers that are members at this gym actually go up to the management and offer to do it up for free.
If I had not visited the gym in person, I would never have become a member! Yet, the owner believes that the website is gorgeous and refuses to change it. Their membership is half what it could be and yet, the management refuses to redo the membership!
Making sure your website does not fail:
Do not create a website that is so pretty it becomes useless.
- Go easy on the information and easy on the images
- Remember the average Internet user is interested in fast information and quick action.
- Make a professional website, get professional content, hire an SEO.
- Watch the sales/leads go up!
7 Responses to “The Basic Requirements of a Successful WebSite”
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