Let me make one thing clear. A website is not your ‘baby’. You know what you like, eh? It doesn’t mean the rest of us will bow down to your taste.,
Most websites for small business and startups are built with WordPress or Wix. They can use themes or templates. There are many, many good-looking ones and even uber niche ones like a podcast theme.
You’ll have a logo; I hope and so choose a theme that compliments the colours of your logo/branding.
The Simple Elements
- What is the goal of the website? Leads, sales, booking, subscription,
- Who are your customers/clients? Create buying persona [SEE BELOW]
- Standard pages like Terms & Conditions, update a template
- Think like a customer and for every page ask yourself (as a customer) ‘What’s in it for me?
- Calls to Action? Call? Book? Email? Whichever you have make sure the button/link is in a contrasting colour AND walk in the customer shoes, avoid using forms (they break and visitors don’t have much patience)
- Your mantra for every page; Don’t Make me Think
Some Tech Considerations
- Most visitors, with few exceptions will visit on a mobile device, so test on a mobile device
- Become familiar with how to structure a page for Search (yes that includes A.I.). This includes the structure of the URL of the page, the main heading and subheads. You also take into account optimisation, one page one keyword phrase (this is not wholly true but we’ll be conventional to start), meta title, meta descriptions (all to action).
- If you are using video DO NOT use YouTube. Use Vimeo. If you have the budget use Wistia. Use embeds not video loaded on the website… for speed!
- Install Google Search Console and Google Analytics (they’re free)
- Use a page speed tool to benchmark then improve.
- DO NOT use all the plugins or apps you think you need
Search Basics
- Read and understand Google’s E.E.A.T model.
- Think of the website as a living thing that needs feeding with content every week.
- Start an FAQ page and update every time you get a question
- Include Alt Tags for images (then you’ll appear in Image Search)
Conversion Factors
- You better have some good reviews or testimonials from named people (first name is fine). If relevant include pictures.
- Security logos along with industry bodies are a positive
- Write copy for your buying persona. Keep it friendly like chatting to someone in a pub.
Benchmarking & Control
- Record stats for the website each week. Include unique visitors, sales, traffic by source and whatever you fancy. You can even use brand term searches from GSC to judge word of mouth.
Buying Persona
Create 3 – 5 typical buyers and list their needs, their wants and their mental shopping list. Then your copy can be personalised to the mental shopping list (there’s more but this is a good start).
There’s a lot more, just ask me.
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
Podcast scripting
[image: Vinay Bhushan Meesala, unsplash.com]
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