Seven Steps to Website Success

Have you noticed that when you do an online search and look at multiple websites, after awhile they all tend to look and read the same? When you’re ready to do a website update, here are seven steps to ensure your site stands out.

1. Review your SITE PLAN

  • Vision What do you want your site to do for your organization? Identify opportunities where you can create a strong and defensible online positioning, define key differentiators and value propositions.
  • Audience Who must this website attract and support? Define and segment target audiences and determine how to speak to them. Identify their habits and anticipate their requirements.
  • Corporate Values What are they and how will you communicate them? How do these values support your business objectives?
  • Value Proposition What do you offer that is unique? Identify relevant features, functionality and benefits. How will you build and maintain community of customers?
  • Accountability What metrics, analytics or key performance indicators will you use to measure success? Identify key revenue drivers. How can the website enhance revenue, cross-sell, up-sell, increase awareness?

2. Develop a ROADMAP that anticipates site visitors’ questions Your website should be a resource that anticipates visitor’s questions, not just an electronic brochure. With each click that goes where expected and provides relevant and useful information, prospects gain confidence in your business. Logical navigation facilitates interaction, encourages prospects to return to your site often where they can be funneled into various lead capture mechanisms and converted into customers.

3. DESIGN website graphics with your audience in mind Good website design isn’t about what appeals to YOU. It’s about what will attract prospects and make them want to do business with your company. Your site must make a strong personal connection with your audience.

4. Make your HOME PAGE sticky and rewarding

In addition to providing an area for news and a sign-up box for “more info,” be sure to answer the five questions every first-time visitor wants to know:

  • What problem do you solve?
  • What results can I expect?
  • Do you have the experience/resources to meet my needs?
  • Who else does business with you?
  • Someone like me?
  • Why should I click through?

5. Don’t use your ABOUT US page as a corporate brochure substitute On most company websites, the ABOUT US page (aka COMPANY) is a little dry, a lot boring, and full of marketing jargon. Many follow the old formula: two-paragraph history, quick mission statement and list of core values. What a wasted opportunity!  Did you know site visitors who view the ABOUT US page convert to clients at a rate 30% higher than visitors who do not see that page? People do business with people. And while executives are important, so is every employee who touches the customer.  So encourage customer interaction by profiling key staffers next to a big fat “Contact Me” button.

6. Follow this step-by-step guide for developing SERVICES/PRODUCTS pages Services and products pages are the meat of your website. Gathering the background material and preparing content can be time consuming. Here’s how to help these workhorses come together quickly:

  • Start with a benefit-oriented title that alleviates customer pain (NOT “Our Services”)
  • Follow with opening paragraph on why the product/service is needed (problems solved)
  • Next paragraph explains the big result or ultimate outcome
  • Break up content with several one to two-sentence bullet points outlining benefits
  • Conclude with paragraph or two explaining advantages of the service/product (features)
  • Graphically highlight credibility-building testimonials and specific quantifiable stats
  • Include links to more information (data sheets, success stories, news releases)
  • Make it easy for customers to contact you from this page by including a phone number and name/email of contact (so they know in advance who they’ll be talking to)

7. Begin preparing for SEARCH ENGINE OPTIMIZATION If Google can’t find you, you don’t exist. As we develop content for your website, we’ll suggest dozens of ways to keep your rankings high without having to pay for ad words. Here are a few things you can do now to prepare for SEO:

  • Analyze competitor’s keywords and search terms Write down the keywords they use on their websites. What are the differences between theirs and yours? Search recent industry articles for new keywords and phrases.
  • Gather content for in-bound links It’s difficult to rank well for competitive keywords if your website is primarily product and service pages. High-value, keyword-rich content helps generate quality inbound links to your site – the ultimate SEO. Articles also show prospects you’re an expert. Pick two or three phrases for which you want to increase your ranking and brainstorm ideas for short, original articles based on each keyword phrase. You can also use customer problems as ideas to develop ideas for solutions articles, i.e., “Top Ten Mistakes.”
  • Review your current website’s analytics What pages get the most traffic? What sites are referring visitors? Analyze your traffic statistics often to reveal what’s important to your audience.

For effective website content, contact c3PR at 4089-730-8506 or email Mar Junge.