In this age of digital marketing, it’s all too easy to spend your time chasing the latest social media fad or hot tip. Even the most seasoned internet marketers occasionally lose sight of the basics from time to time – those foundations upon which the internet marketing industry was built, and without which wouldn’t exist.
If things aren’t working for you, or you feel your website has lost its way, then read on. In this two-part article, we’re going to go back to basics and look at some simple ways in which you can harness the power of a simple web strategy.
Creating a Winning Website
Every website is different. Each needing to be customised to complement your marketing goals. But whatever your needs, here are some basic tried and tested factors to consider when preparing your online business presence.
1. What Does Your Web Address Say About You?
The best URLs (Uniform Resource Locator – or website address) speak clearly to both readers and the search engines. To give a clear indication of what you do, whilst sending visitors directly to your main website. In terms of Search Engine Optimisation (SEO), there is no better time to start than at the very beginning with your URL.
Keyword research forms the foundation of any sound search marketing strategy. Once you have identified the right combination for you, give some thought as to how this could be built into your URL.
2. Include the Right Titles and Descriptions
Ensuring relevant metatags are included in your web pages is essential to achieving healthy organic search engine rankings. Loosely speaking these are broken down into a title (displayed in blue in the search results) and the page description (the lines of text beneath the title).
Incorporating rich keywords into these areas will, if done correctly, yield visible results when combined with other search marketing activity.
3. Provide a Clear Call to Action
Imagine you are a first-time visitor to your website. What is it you are required to do? Sign up? Buy something? At the very least, the site should be offering you something of value in return for your contact information.
If you’re unclear as to what it is you want your visitors to do, then you can guarantee they’re not going to spend time figuring it out for themselves. Decide, on a page-by-page basis, on a single desired ‘action’ – this way the point is clear and your visitor isn’t confused by too many choices. Arrange your information in a clear concise manner, leaving nothing to chance.
4. Lead the Charge – Give an Incentive
Deciding on a clear ‘lead product’ is a simple but effective tool used by the majority of internet marketers. Enticing visitors to make a relatively low-value initial purchase is a fantastic way to build long-term sales opportunities.
Ultimately what to use as your lead product is entirely up to you – there are no hard and fast rules. Consider carrying out a series of split tests, in an effort to find out which product converts visitors to customers most effectively.
The internet is not a static medium, so your web strategy shouldn’t be either. If necessary, be prepared to go back to basics to help attract more of your target audience. We return to this topic next month for some more tips on making your website work for you. If you would like to review the effectiveness of your website, please call us on 01454 261111.