So, you’ve recently created a website. You managed to make it through the planning, design, development, and testing phases. You wrote all new content for your services pages, added new photos of the team, and even installed analytics. Time to relax, celebrate, and watch the leads flood your inbox, right? Wrong.
You’re just getting started. The following is a simple set of guidelines that will help you maintain a content-relevant website; one that draws in potential customers and gives them reasons to interact with your brand.
The obvious goal of any website is to attract visitors. In order for that to happen, users need to have a reason to visit. And that reason is quality, relevant content! Naturally, upon the launch of the website, you will already have some fresh new content on your site, usually in the form of your about us page, a blog, or employee bio’s. But is that sufficient? Not quite.
Offer Great Content – Often!
The web is still about great content. The best type of content to add to your site are helpful tips, how-to’s, or discounts as part of a customer loyalty program. Any effort at providing helpful advice to your existing or potential customers is often seen as a gesture of goodwill, and helps portray your company in a favorable light. Plus, you’ll often be rewarded by an increase in average page views and time spent on the site – both of which are indicator metrics of website success. So, create a schedule for updating the content on the site. Get your CEO blogging. Or your department managers. You’ll find it’s not as difficult as you thought if you have help from your team.
Make the Website Content Relevant
It may seem obvious, but the more relevant, quality content on your website, the more you will be rewarded. Organizing and structuring the content into individual pages according to specific themes will work wonders for the website’s organic search engine rankings, boosting your links higher up in the results pages on sites like Google, Bing and Yahoo! Use a blog with categories that reflect your target key phrases.
There are a number of ways to find new content to regularly add to your site. Do you have a new product offering you’re proud of? Create a blog post about it. Do you find that many of your new customers often have very similar follow-up questions? Add a page of content that thoroughly, and proactively, answers questions you can anticipate from soon-to-be customers. Have video footage that is entertaining or informative? Stream it on your site and provide readable text-based summaries. Make sure that your content is easy to read, easy to understand, rich in information and targeted for your audience. And remember to update often!
Create Inbound Links
There are a number of different advertising programs to use to help promote your website. If your new website project was part of a broader marketing effort to attract new customers and build market share, Envision Interactive offers media planning and buying, Search Engine Marketing and SEO & Link Building services that help our clients achieve such goals.
Get a Handle on SEO & SEM
Undoubtedly, your prospects are out there on the Internet actively looking for information, products, or services you offer. They are using search engines to tell them which websites contain the most relevant information on what they are looking for. The sites these users are navigating to are the result of either strategic SEO or SEM efforts by your competitors.
Search Engine Optimization (SEO) is a term that refers to the modification of specific elements of a website in order to improve the site’s organic (i.e., free listing) rankings on the search engines. High natural rankings can contribute to a significant volume of site visits – by very qualified prospective customers! There are many different approaches that SEO firms take when trying to achieve a level of effective results. But Envision Interactive’s SEO services have proven successful time and time again. We employ a rigorous optimization methodology, whereby we focus on the core fundamentals of proper HTML structure, perform intensive data analysis to gain insights into successes as well as shortcomings, and then put in place any learnings gained.
Search Engine Marketing (SEM, “paid search”) is another means of driving qualified visitors to your site. Unlike it’s free counterpart (outlined above), SEM is a pay-for-performance advertising model; an advertiser only pays when a user clicks on a text ad that directs the user to their site. This is an attractive, low-risk marketing platform that often yields very profitable returns for advertisers. SEM provides a great deal of flexibility, allowing advertisers the ability to maintain control of budget level, keywords, geo-targeted areas, and maximum keyword bids. Again, Envision Interactive’s SEM team has extensive background experience proving the value of this advertising platform for numerous clients across dozens of industries.