Planning your company website
When planning your first small company website, there are three necessary questions you should ask your team and yourself:
Who is your target audience?
How will your target audience find you?
How will you transform your guests into revenue transactions?
These questions sound obvious, but it’s amazing how many businesses don’t worry about it…and then whine that “our website doesn’t bring us any revenue”.
1) Who is your target audience?
Give a great deal of thought to your niche target market. Who do you prefer to visit your website? Why? The solution to that is more than likely to push something – a manufactured product, a service, or an idea perhaps.
Claiming that your market is anyone and everyone is far too ambiguous, and your website will lack sense of purpose, and fail to make the most of its budding success. Preferably you should be targeting to generate a market niche.
2) How will they find you?
Building a niche will also benefit you with the search engines, and send hot prospects to your site.
Consider what keywords your prospects might type into a search engine to locate your company. In truth do the searches manually. Who pops up in the top 20? Because that’s where you want to be listed. Ask yourself are your rivals there? Visit their websites. Do they work? How can you enhance them? Recognize something distinctive about your business that sets it apart from the every other company.
Those keywords – or key phrases to be more accurate – need to be incorporated into your pages of your site – in the page titles, in the headings, and in the internal links.
Be specific with your key phrases. They will be less competitive than the more general single term searches, and will more precisely target your market niche. You may possibly have to focus or dedicate yourself to to get in that top 20 – and the top 20 is where you need to be to drive traffic to your site. As I am sure you are mindful from your specific knowledge, if you haven’t located what you are looking for in the first 2 results pages, you look in using a another key term.
The key to achieving high search engine rankings is building inbound links to your web pages – that is pages on external websites that link to pages on your website. Knowingly this link procurement must be a natural development – where inbound link count upturns at a measured pace. The webpages that link to content website should have relevancy, on-subject matter and if at all possible contain the similar keywords – principally in the linking text. Search engines rank power is based upon their standing and authority – your ranking will be calculated by what other (preferably high ranking) pages say about your web page.
3) How will you pull your visitors into business relationships?
Don’t just tell them what you do or sell. Tell them why they want it (yes, want – not need). Offer incentives, freebies, discounts – anything to get that dialogue started.
Current research indicates that the human brain makes a judgment about a web page within a twentieth of a second! That doesn’t leave you very long to make a brand. So, make certain that you have your Distinctive Marketing Point (DMP) clearly noticeable on your home page – and preferably prominent on every one of your other content pages. Finally, it’s not assumed that the home page will be the only page that the prospect sees, particularly if they have found you via a search engine.
Then make sure that you indicate your emphasized guarantees. Guests have to understand why you are not the same as the rest, and why they should get to know your company and determine if there is synergy and initial trust.
Lastly, make sure that your site has a funnel-like structure. Identify your important pages – usually the “call to action” or purchase pages – and make sure all roads lead to those pages. Your internal links – like their external equivalents – should describe the target niche page. If you sell red widgets, don’t call your products page “Products”, call it “red widgets”, and make certain that the links pointing at this web page also say “red widgets”. This will guarantee that the search engines identify and rank the most important content pages on your website, it will correspondingly lead your guests to that all important direct telephone or email conversation.
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