Website Checklist: 7 Expert Tips

 
 

Howdy marketers

You probably already have, or about to create, a website. Boo-yeah. Whether you're building one yourself, using a designer or engaging a creative agency, these 7 expert level website tips should be considered.

 


7 EXPERT WEBSITE TIPS

  1. Understand your website's purpose(s)
    This can be a little more tricky than it sounds. If you have an eCommerce store and the purpose is to maximise sales then that purpose is obvious. But what if you're a lawyer? The purpose becomes much harder to articulate.

    Most business owners understand they need a website but find it much more challenging articulate why. Is it a reference point for prospects part way through the sales funnel? Is it designed to win search traffic from Google? Is it excluded from the sales process altogether and actually designed to improve the customer experience?

    Of course, many websites have multiple functions. Listing your key website objectives is critical before development begins. 
     
  2. Create website content with purpose in mind
    A website content plan should be created in accordance with the website goals. Having clearly defined website goals is therefore critical.

    For example, let's create a goal first then content.

    Goal #1 - To win search traffic from Google in broadly related areas to the service or product.

    Goal #2 - To capture email addresses from people interested in the service or product.

    Content #1 - SEO is competitive so content for this purpose needs to be high quality - and some of the best for that particular search term. This may mean extra value not found elsewhere, easier to read, more useful and more comprehensive. Analysing the pages already on page 1 for Google and extracting the common themes will be important. 

    Content #2 - A call to action that encourages users to sign-up with a value proposition that makes that worthwhile.

    Content #3 - A privacy policy explaining how personal information will be handled. 
     
  3. Offer users a fantastic brand experience
    How does the website impact the customer experience?

    Poor websites, with a negative brand experience, will deter more customers than it converts. Fantastic websites convert more customers but also provide a positive experience that improves retention, loyalty, engagement and referability.

    Identify what your website needs to offer a positive experience.
     
  4. Make the font bigger
    This website trend is here to stay. Large fonts are easier to read
     
  5. Connect your marketing infrastructure
    The insights offered by tools like Google Analytics can be phenomenal and help business owners make more informed choices. Understanding where leads come from ensures you can always fish where the fish are...

    Google Analytics
    Google Tag Manager
    Google Adwords (linked)
    Facebook tracking pixel
    Google Search Console
     
  6. Exit intent messages to lower bounce rate
    Go ahead, try to leave this page. What do you think of our exit intent strategy? 
     
  7. Create different content for different segments
    One of the factors that contributes to bounce rate is relevance. An existing customer that understands a brand won't want to read the same content as another user who has just discovered it. 

    The next stage is navigate those different segments to the relevant part of the website.
 

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Marketing, ChecklistClive Morley