Basics of digital marketing - Factors that guarantee the success of a website
Currently, to have a successful business, you need to have a website that drastically complements it. However, it cannot have random information or any other kind of random content or web structure. It has to be something that can represent your business! To achieve this, you must take into account these factors before starting the build of your business website:
Technical quality
A web page is programming code, and that code is the basis of everything. If it is bad, you are lost.
The code depends, for example, the loading speed of the website, which is one of the most important factors for its success. Without a good loading speed, the User gets angry and takes a bad Image of your company, with him.
And without a good loading speed, search engines will not highlight you, because they know that the user will have a bad experience.
Remember this: if a web page takes more than 3 seconds to load, more than half of the Users abandon it.
If the programming code is good, the website will not present errors, everything will load correctly and we will have our User, happy and closer to buying from us.
The commercial approach: the web is to sell.
The vast majority of websites skid at this point: they have no commercial focus. A website is a sales tool; it is to sell, to attract customers or to successfully convince them.
A website, however beautiful it may be, if it has not been conceived as the sales tool that it is, it is useless. For this reason, many people tell you that 'I already had a website but I abandoned it, because it was useless'.
If you want your website to sell, it must have well-crafted texts, with advertising orientation, highlighting your virtues in the face of the competition, describing your services and what they contribute in such an irresistible way that the person who sees it is inevitably pushed to call you by telephone.
The web has to make your potential client fall in love, convince him 100% that you are his best option, and take away the desire to look at other websites.
This is achieved with everything: the structure, the photos, the videos, and with some impressive text messages that leave their mark.
And speaking of impressive messages, there is nothing more effective to convince than testimonials, the opinions of your satisfied customers. Get used to asking your clients their opinion about your work in a few lines and reserve a place of honor for them on your website.
Remember: the goal of your website is ALWAYS for the person who is viewing it to pick up the phone and call you or sign up the opt-in form. Don't lose sight of that.
SEO - Search Engine Optimization
According to studies, only the pages that appear within the first 10 results of search engines such as Google are the most visited by users, to achieve this requires implementing several techniques, one of them is the way in which a page is built and structured, as this will influence search engine rankings.
This is precisely what SEO is all about, which is the set of techniques that aim to optimize the web page in order to position it in the top positions of search engines.
Building a web page optimized for SEO does not guarantee having the first positions in the results, however it will be a HELP in the medium term and the most important thing is that if this aspect was not taken into account when building the web page, many times it is need to recreate everything from scratch.
Website Usability
Some web pages have been built in a certain way that makes it difficult to find the information that the user is looking for, navigation through the different sections is difficult to understand or it is not possible to distinguish if the options presented are buttons or links.
Website usability is a very extensive subject but we could summarize it in that it basically helps the user to find the information they need in an easy and simple way, and this also makes the user experience pleasant.
For example, the website of a bank should have usability as a priority, if the user does not understand how it works in order to find the option to view the account statement or send money, they would end up feeling frustrated and would have the need to contact via telephone to technical support, resulting in the bank needing to invest more time and staff exclusively to help users understand the operation of the page.
Following the previous example, if the bank had taken into account the usability of its website, it would have satisfied users with the navigation of the website and it would reduce the costs of extra staff to provide technical support.
Means of contact and 'calls to action': all and more
Finally, provide all possible means of contact to the people who see your website. Telephone, mobile, mail, opt-in form and others.
Show your location on Google Maps: let them see how to get to your business.
Include contact forms for people who have trouble picking up the phone. Use simple forms; ask for the right data so as not to back down from Users.
Be imaginative and use forms adapted to your sector that add value. The User receives very useful information and the company contacts potential clients.
Make the phone icon, visible on your website; it is almost the most important of all! And on mobile, it enables buttons to call with one touch or to send a message.
In addition, fill your website with 'calls to action': buttons to visit other sections, including contact; invitations to pick up the phone, registration forms on your blog or newsletter.
And for the more 'pro', you can enable a live chat tool with your website visitors. It appears in a corner of your page and invites Users to speak with you, to ask questions.
