It has been agreed for some time now that it is commercially unviable to own a business and not have a website. Regardless of what product or service you are providing, regardless of who you are providing it to, if there isn’t a dedicated place somewhere on the internet that a person can go to check out your credentials, you may as well not exist. It could likewise be argued that if your website is terrible, it is almost worse than not having one at all.
There are a few things that need to be considered for a website to be successful, aside from it being well-designed, easy to use and full of beautiful imagery, of course. Here are our website tips:
SEO - Using keywords correctly is key. This needs to be considered when you are writing your content as well as when you are populating your meta tags and descriptions. Web crawlers are super smart and getting smarter, it is no longer enough to stuff your CMS full of high-ranking key words, they need to be relevant and match up with your content. Investing time into making sure you get this right during the development stage of your website will pay dividends down the track, helping you to get to the top of the search results page.
Content - Your brand is not just your logo, it is also what you say and how you say it. Relevant messaging in an appropriate tone of voice is key to reaching and engaging your target audience. You need to tell a story and create an emotional connection. Start with solid, interesting and up-to-date content, then hire a copywriter and get them to make sure you sound like a million bucks. Adding new content regularly (such as by publishing blog articles), will also help to improve your Google rankings.
Mobile - We are living in a fast-moving digitised world. The mobile device is quickly taking over as the most common way that people consume content, recently even overtaking the PC. As a result, Google has recently started prioritising websites which are mobile-friendly. What does this mean? It means that if your website is not responsive (ie: adjusting in scale to fit the device it is being viewed on), you will rank lower in search results than websites that are. Google aside though, how annoying is it when you try to view a website that isn’t mobile friendly? We need to be moving with the times people!
Getting it right – Whenever someone says “I know I need a better website but I just don’t have the budget”, it makes me sad. Making sure your website is engaging, user friendly and easy to find is one of the best investments you can make. It strengthens the credibility of your brand and is, in some cases, the first and only impression you will get to make on a potential customer. With this in mind, be wary of people who offer to build you a website on an absolute shoe string. A good website needs to have a solid design brief, an investment in content creation, and some reliable developers that are not going to take shortcuts.
It can seem like a monumental and terrifying task, but it doesn’t need to be. A little bit of planning, some creative thinking and a team you can trust is all you need to put your best foot forward in the digital world.
Angela Amerigo, Account Director at Marketing Entourage
by Phil Ore
Written by Phil Ore
Phil Ore is the co-founder of Marketing Entourage, co-founder of Entrepreneurs&Co and global ambassador for Inspiring Rare Birds. He has dedicated his professional career to helping people and businesses succeed through human centred strategic design, idea generation and brand expertise to improve the customers experience. During his global career, Phil has been fortunate to have had a wide range of roles working for, and alongside, some the worlds largest corporations and brands. Phil is passionate about the Australian startup ecosystem and is a mentor, advisor, MC, and panelist for various social impact, NFP, entrepreneurship and technology based businesses and events.