Whether you are designing a website for-profit business or a non-profit institution, school etc., your purpose is to drive make as many qualified visitors as you can bring to your website. Many basic principles of effective website marketing should apply to your website design, structure, content and layout – with a few adjustments tailored specifically for web 2.0.
3 Out of 4 Websites on the Internet are Useless
Why this happened? Many companies conducted extensive research and their results were astounding:
- 87% websites are not promoted correct way.
- 96% websites have a poor content.
- 76% websites have more expense costs than they earn from it.
- 72% site fails to mention benefits of products to customer.
- 47% site contains jargon words that only experts would understand but aiming on general audience.
Visitor Engagement Time Limit is only 5 to 10 Seconds on Average
This means that average surfer spends 5 to 10 seconds and quickly determines if this is a website that want to immerse themselves in for awhile or bounce right off. The key is that visitors are most often actively looking for specific information about something within a narrow scope of interest, possibly something your business offers. Your website visitors may be further along in their buying decision cycle or already have more information relative to their decision-making process than a television viewer or magazine reader. Information is quickly and easily accessible on the web if you know where to look and how to search. Increasingly savvy web surfers are learning where to go go to find what they need. Web business models are consolidating and the higher-ranking and often larger companies are offering them real value. in order to compete effectively with these very few “big boys’ you are going to need to create some advantages or find niches where they are not offering information or value as robustly as you can. The average American is offered around 2,500 advertising opportunities every day because everyone wants to entice them to click and to sell them either a product or service.
First Know, Then Target Your Audience
Do you know who are your potential customers and what information that is most valuable to them or are you just guessing? This is an important question because first of all, your website’s graphic design and textual content should attract your target audience in ways that other sites are not. We sometimes can overestimate how large our potential audience is or could be for the particular product or service we are offering.
Trying to market commodity products or services (a tough market for a small business on the Internet) is tough when margins are thin but volume is high – our target audience potentially is large but our profit margins might be quite insignificant relative to where our website is ranking. Small businesses have the opportunity to be niche specialists that can offer great advantages and things that a large enterprise cannot afford to waste their time developing. Find a niche and own it!
Importance of Fresh, Relevant Page Content
One of the most important and most overlooked components of successful small business websites is the fresh, original and relevant textual content of the website. More than 96% of small business websites suffer from poor, irrelevant or outdated content that nobody cares about anymore.
To have a quality website, you must fill your website with fresh, original, engaging and most importantly – valuable and quality content. Do not copy anything that has been written or constructed by someone else and re-purpose it for your site – that is critical.
How to create an Engaing Homepage?
Small business websites often are short on content and lacking in clarity. We must clearly convey quickly to the vast majority of prospective customers who we are and what we do so our web visitors will get a quick and incisive synopsis of what we are about. However, a stranger to your website will leave quickly if they aren’t sure what you do, what you are offering or that you have what they want.
Here are 6 crucial questions that every homepage should include/answer:
Who: Who are you?
What: What do you do best? What do you offer?
When: When are you open for business?
Where: Where are you located?
How: How do I communicate with you and do business with you?
Why: Why would I want to do business with you?
You should have these six crucial questions included on your website homepage in 500 words or less. Strategically place keywords and phrases you think they are most important to your business and repeat them several times within the content but not too often (keyword stuffing). About 3-4% density seems to be about optimal. Make your introduction inviting, informative, friendly and readable and you will have accomplished a huge part of your web marketing strategy that will generate the conversions you need.
Provide a Cogent Summary with Detailed Information
One of the biggest advantages of the web is that everyone can publish an almost unlimited amount of information for a relatively low cost. So the cost of admission is low and the barriers to entry are low. this is why Google has begun to discount article marketing by those that are just distributing text stuffed with keywords that really say nothing of value.
We now have have the unprecedented opportunity to present our products, services, or information in both a summarized and detailed online view that trumps our competitors. Often we divide our information into categories by good design within our navigation and layout structure. This may be the first level of our summary information. Navigation can lead visitors to information by breaking it down by product, service, audience or relevant topic.
Styles for Web
Very few people are good content writers and many people have to write more and different information to refresh content. If writing is not your strong point, then you should find someone who is better at it than you in the field that you are competing. Writing for the web is not same as writing a book because web writers should pay attention to many things. Here are a few suggestions that have emerged from many incisive studies:
- Use a casual or personal style, like you are talking to someone.
- Keep your text short and simple.
- If there is some detailed information, you should summarize all that and link to the complete information.
- Web readers are scanning rather than reading when locating information so you need to:
- Using good Spelling and Grammar checkers are a crucial part because if the visitor
sees that your grammar is not accurate, they will leave your site in a
very short time and will more than likely, not came back. So if you are not good at
grammar, hire someone to correct it for you.
-Keep paragraphs short and concise
-Use common language and terminology
-Break longer text into sub-ections with headings
-Use calls-for-action to get visitor attention to some important information, offers or promotions that you want them to take action on.