Why Websites Matter
Guest Article Written by: Verné Brand at Bluestone Digital
Websites matter when it comes to a marketing strategy. It can help you achieve your goals and grow your business. When doing research, a customer’s first point of contact with your business is most often online. If you don’t have a website, or if it’s not visible, you won’t get the opportunity of the sale.
A website also helps you to establish credibility online by making your business legitimate. This is because websites usually include location maps, directing customers to your business, as well as testimonials and ratings that indicate what people think of the business. These give prospective customers an indication of how trustworthy you are and that you deliver the services you claim to offer. Positive referrals will do wonders for your business.
With less time available, people use online platforms to quickly compare products and services. A good website ensures that your prospective customers save time assessing your brands, product features, prices, sizes, and colours, which they are likely to compare with competitive brands.
For an online marketing strategy to be successful, a website has to be professional, modern and user friendly. Your website is also what links all your other online strategies. Every piece of content, communication, or an advert you place online should drive customers to your website – the backbone of your online presence.
Considering this, Search Engine Optimisation (SEO) must be part of your strategy for the following reasons:
- Users expect top brands to be on the first page of Google
- It provides long-term sustainable visibility on the Search Engine Results Pages (SERPS)
- It strengthens visibility and credibility
- It takes real estate away from competitors
- It reduces reliance on media budget
- It captures the most market share (up to 75%)
When designing a website, it is important to ask yourself the following questions on the following topics to ensure a user-friendly and visible online presence:
01: Purpose and Audience
02: Layout and Structure
01: Purpose and audience
- Why are you designing the website?
- What products and services do you want to promote?
- Who is your target audience?
- Are you creating an e-commerce website or a brochure-type website?
02: Layout and structure
Ease of use is essential to your website’s performance. Ideal questions to make sure that your website offers an easy user experience include:
- Is your website mobile friendly?
- Can it work on all makes of mobile phones?
- Can the customer find what they are looking for?
- Is your website visibly appealing and consistent with your corporate identity?
Users need to find their way around your website easily, so ask yourself:
- Do you have strategically placed breadcrumb trails that ensure users can navigate easily and effectively to avoid confusion?
Graphics can increase the size of the site, making the website difficult to load. Here are a couple of questions that you can ask about when checking your website’s graphics:
- Are your images set to a specific resolution and dimension to allow the website to load quickly?
- Do you have tags associated with your graphics that include names and file names that contain keywords?
THE BOTTOM LINE
Overall, there are 250 variables with more than 10 000 variations or sub-signals that Google uses in its algorithm. These need to be optimised in accordance with Google’s best practice guidelines where Relevance + Importance + Trust = Rank Position.
Google gives preference to websites that put the user first!
With over 17 years’ experience in digital marketing, Verné Brand help’s businesses create their brand presence and achieve their goals. She position’s your brand as a market leader by creating content that allows you to establish your brand authority and expertise online. Furthermore, she will execute effective content strategies to provide the best possible search rankings.
GOOD WEB DESIGN IS GOOD BUSINESS
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