A webpage makes it very easy for people to learn about what you do, find you, and ask you questions about your business. Websites also help people locate your company on a search engine such as Google, Yahoo, or Bing.
Besides, a website makes other ways of marketing so much simpler. For example, suppose you plan to set up an advertising campaign, such as Facebook ads. In that case, you can guide users to your digital store on your website, a landing page for details, or wherever you can get a conversion.
Your website may be as “fancy” as you want it to be, but if it’s proving to be a labyrinth to navigate, it’s useless to your prospective customer. If you’re going to create an excellent marketing-friendly website, you can start with the following five tips. It will allow you to create a site that is easy to find and integrates with your other online marketing efforts.
1. Select the right platform
Choosing the right platform is the first and most essential step that will significantly impact the website, especially if your focus is on creating a marketing-friendly one. It can be challenging to identify which CMS (Content Management System) or SSG (Static Site Generator) is right for your company with so many choices available. But answering the subsequent questions can give you a heads-up:
- What features, such as a shopping cart, an easy user interface, multiple users, a blog, do you want on your website?
- How much coding experience do you have?
- Will you be running and hosting the website yourself? Or can you outsource?
- What is your financial strategy?
By answering all these questions and a bit of research, you should be able to narrow down an option that meets your requirements.
2. Unique URLs
You might have come across the words rel=” canonical” when exploring the <head> element of your website. They are called canonical URLs. If you’re new to the name, there’s a complete beginner’s guide to canonical tags to help you understand the basics.
But in a nutshell, these tags ensure that the search engines don’t get confused when multiple URLs point to the same content. They also help search engines figure out which URLs have the “master copy” of a type of content to rank it better on SERPs.
Take, for example, the following URLs:
Each URL points to the same content on the website’s homepage, but the URLs themselves differ slightly. Suppose you have multiple URLs for a webpage or different pages with similar content. In that case, you should tell a search engine which URL is authoritative (canonical).
Canonical URLs help you specify which URL you want to appear in search results by keeping things clean for you. For example, you might want to direct people to your Swiss dark chocolate product page by using the following link:
Instead of; https://darkchocolate.com/chocolates /eat?gcmbd=XYZA
Duplicate content is an elaborate issue, as when search engines crawl a large number of URLs with indistinguishable content, it can lead to myriad SEO issues. Duplication on a high level can dilute your rankings on search engines. Canonicalization helps you keep duplication under control.
3. Aesthetically alluring website
An unappealing, stale web presence is one of the worst things a business or company can have. A visually appealing web presence is more important than ever. The organization of information on your website is critical. It must be done in a visually appealing and engaging manner while still conveying your intentions. At the very least, ensure that your text is laid out against color or image that has a high contrast compared to the font color to capitalize on.
Avoid dull colors such as beiges, tans, greys, and browns. Overusing them make your site appear dreary, boring, and mundane, impacting your brand image. Your color aesthetic gives your marketing the ability to direct the eye pleasingly; ensure you’re taking advantage of it.
The more design resources that appear to have been poured into the website, the more likely your visitors will believe you are a reputable business.
4. Implement a well-crafted SEO strategy
A marketing-friendly website should always be search engine optimized. It assists you in gaining organic traffic that improves your ROI. Every day, billions of people conduct searches online. It translates to a massive amount of targeted, high-intent traffic on the webpage.
Many people look for specific products and services, intending to pay for them. These searches are known to have commercial intent, which means they are indicating that they want to buy something you have to offer.
Inbound methods focus on making it simple for your audience to find you when they need information.
Focusing on attracting consumers who are actively searching for knowledge about your industry, products, and services can help you reach them effectively. SEO provides a slew of advantages that no other digital marketing strategy can match. The most appealing aspect for many marketers is that it allows them to gain new customers without paying for ad space. Others believe that organic results receive more clicks and attention than ads. Aside from that, the right strategy can assist you in improving your brand’s PR and staying ahead of your competitors.
Thus for a website to be marketing-friendly, a well-crafted SEO strategy must improve the traffic flow and convert the visitors into conversions.
5. Create exclusive product descriptions
An inferior product description on an aesthetically appealing website is the equivalent of a poisonous apple. Even if you do not sell premium products that are not available in dozens of other stores, you should make the descriptions unique and written in an engaging tone.
Product descriptions play one of the most critical roles on your product pages and should be carefully crafted. Do not write anything that your visitors can find elsewhere on the Internet. Begin by determining whom you’re writing for – your ideal customer.
Benefits outweigh features in terms of persuasive power. Highlight the benefits as the main section of the product description and write the details as features. If your product truly is the best, provide specific evidence to prove it. Otherwise, tone down your product copy or mention a customer who says your product is the best they’ve ever used. Product details that are well-written will increase conversion rates significantly.
Having a trustworthy, competent, and engaging online presence takes time and effort. Your business’s online face is your website. A good website captures your attention, arouses your emotions, and provides you with the information you need quickly. Marketing-friendly websites are well-structured and well-organized. They aren’t cluttered; instead, they are tidy and competent. When designing a website, you want it to be a great combination of beauty and functionality, not just a few code strings with gibberish on a white background.