The primary purpose of your website is to get people to call you, email you or, if you are selling something directly, to buy things from you. But the journey from thinking “I need to buy XYZ” to actually firing up your website on a laptop, tablet or smartphone is a long one.
Read On:
Constructing a website for Google spiders
Off-site versus on-site SEO
SEO jargon buster
There are many things you can do get people to find your site – SEO for one – but actually structuring your website so that it is easy to navigate (for both search engine web spiders to catalogue so you get a good search ranking, and for consumers themselves to get a good experience) is really the key.
So what can you do to make your websites architecture suitable to bring your’s to the fore?
Here are some tips and hints to get you going:
• Figure out what your core services are, or the services that you’re interested in pushing the hardest. Have a page for each of them and have them front and centre in your primary navigation. For example, it’s much easier to rank well for the term “energy audits” if you have a page on your website called “energy audits.”
• Think about what your major categories should be, as well as what additional pages will fall into those categories.
• Think about keywords when creating these pages. It’s a good idea to figure out the strongest keywords associated with your services and take advantage of that knowledge to gain search traffic. Do the pages that you’re creating match up to what people are searching for?
• While you’re at it, be sure those pages include keywords in the URLs
• What do you want people to do when they come to your website? If youa re offering a service, then most likely, you want them to fill out a form with their contact information; so be sure to include a prominent contact page with a form (and a clearly displayed phone number).
If you are selling to consumers, clearly show your best products or examples of products from each category and any special offers and deals.
• Consider a strong call-to-action on all pages that encourages people to “sign up now” or “get started today!” or “buy now!” or “I want one”.
• If you offer a lot of services or products and can’t fit them all in the primary navigation, categorize them under intuitive umbrellas so that they’re easy to find. And make the labelling clear and easy to follow.
You may well know where everything is, but a first time visitor or a web spider won’t. And use keywords wherever possible in labelling these categories and sections.
• People rarely hire businesses they don’t trust. Minimize that risk with a good about us page and lots of endorsements, reviews, and where applicable industry standard ‘kite’ marks etc.
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