Three secrets for website success
Google’s new search algorithm is a boon for websites that offer real value to their visitors. It attempts to differentiate between sites with helpful information and those with unreliable content, copied content or spam. This is good news for anyone performing searches, since now they’re more likely to find useful sites. It’s even better news for anyone running a reputable online business. Now, in search results, their sites are less likely to be swamped by drivel that uses tricks in an attempt to fool the search engines.
As a result, it’s more important than ever to offer high quality content that’s relevant to visitors. That’s the first secret of a successful website. The second secret is just as important: that content must be attractive to look at and to read. The first without the second is not much use. Visitors may come, but they will not stay long, and that defeats the purpose. You need to get them to stay on your site long enough to absorb your message. Here’s how to do it.
1) Copywriting
Excellent copywriting is a prerequisite for valuable content. It does not matter how relevant the content is, a visitor will quickly leave a website if they find badly written text. Experienced professional writers well versed in search engine optimisation produce excellent web copywriting. They write copy that invites, assures and sells. Badly written copy does none of those things; worse than that, it is rarely neutral. With just a few words, it can turn a customer against your products or services permanently.
2) Graphic Design
Have the website’s “look” created by a professional graphic designer, one experienced in web design. It is just as important as professional copywriting; some would say it’s more important. Regardless of who’s right, it is vital. Your website is the first contact a potential customer has with your business and it may be the last if it’s not just right. In an instant, it must visually convey the essence of the business in a way that’s both professional and reassuring.
3) Web Development
Behind what’s visible, a website has a complex technical structure. If you’re not an experienced programmer, hire a professional web developer. The developer will know the best way to implement the creative specs of you and your graphic designer. The result will be a dynamic site that’s easy to navigate and pleasant to use.
Search engine refinements may filter out much of the dross from search results, but they can’t eliminate it all. Devious webmasters will still find ways to fool even the smartest algorithms. Only websites with quality content stand out from the crowd. Professional designers, developers and copywriters create them. These skills do not cost a fortune; it is money well spent, as you can quickly recoup it many times over.