When it comes to the marketing of SMEs, a good website can be one of the most effective and cost-efficient marketing channels that exist. In the following, you will find out what you should pay attention to if you want to successfully position your company on the web.
1. Define clear goals
Before you start developing your own company website, you should define the goals of your website. This can vary very differently depending on the type and goals of the company. It is best to take note and pencil and deliberately ask yourself the following questions: Do you want to win at your target group Leads, build traffic or increase your conversion rate? Should the website only be a first contact point or would you like to offer further services directly?
The content of the website that you have to create depends on answering these questions. In order not to get bogged down, precise planning is necessary here.
You should ask yourself the following questions: What do you want to achieve with your website, which subpages do you need and how should the individual pages be designed? If you have a clear goal for your website, it is much easier to divide it into concrete steps. So you can use strategies in your everyday life to work on your goal and know more precisely whether you are approaching or removing your goal.
2. Create a clear website structure
Remember that your potential customers, when you visit your website, usually search for certain information. You will rarely read entire sides, and most of them will fly over the sides quickly. A well-structured website that presents information in an orderly and clear manner will be much more successful than one that appears chaotic or is not intuitive to use. The KISS principle also applies to a website.
3. Pay attention to the content of the website
Badly written content can quickly lead to a visitor leaving your site. Do not neglect the meaning of well-written headings; You can be very effective and make a difference whether a visitor reads the rest of the content or leaves your website.
Make sure that the content remains relevant – fresh and up-to-date material such as updated product information, opening times, and price changes as well as new articles and white papers keep users in the bar and active.
4. Present your products professionally
Make sure that the product or service you sell is clearly displayed on your homepage. Most companies can benefit from this if they integrate professional photos or videos. It is important that the product photos or graphic images and descriptions are clean, clear, and appropriate. The design of your website can be so good if your product photos look terrible, your potential customers will consider twice whether you buy your products.
5. The homepage must answer the most important questions
The homepage is the first thing you see potential customers when you visit your website and is therefore usually the most important part of a company’s web design. Make sure that your homepage answers the crucial questions that will ask new visitors,
e.g. B. who they are, what your company is, and what you can do on your website. Think of the impression you want to convey and the message you want to convey to your customers and potential customers. The trick is not to overload your homepage, which can be distracted and confusing for customers.
6. Design the website mobile -friendly
Take into account that your visitors may come to you from laptops, tablets, and mobile phones. Avoid the design of pages for large screens or pages with complex functions such as animations or navigation. (Flash is not supported on Apple devices.) Keep your website simple and clear so that it is optimal for every device that a visitor uses.
Read Also: Importance of Mobile App Automation Testing
7. Pay attention to quick loading times
People are often impatient when they surf websites, and slow loading times can decide whether people are willing to buy their products or services or learn more about their company. Check the performance of your website regularly by checking the loading times, the speed of the website, correct formatting, and continuity of text and images. The loading time of the website is also an important ranking factor in the Google algorithm.
8. Make your website easily accessible
Take into account that people with certain disabilities (e.g. color blindness) will visit their website and plan their design so that they too can find out more about their products and services. Also, take into account how people with slower internet connections will see their website and what they can do to improve their experiences.
9. Pay attention to search engine traffic
Search engine optimization (SEO) and search engine marketing (SEM) are highly specialized areas and require a considerable investment in time to learn them. But SEO and/or SEM campaigns can be of great benefit to small companies and should therefore not be ignored. There are literally thousands of qualified specialists who can help you, and good execution of your SEO/SEM strategy will have a major impact on the success of your website.