What are the Foundations of a Solid Website?
I am often asked what it takes to ensure that a website is well constructed and designed to produce a strong return on investment and results. Of course, that’s a difficult question with a complicated answer based on the specific type of results that are desired. Seeing results from lead generation and qualifying best prospects are common objectives that businesses often look for. Here are some points to consider in determining what should be included in your website to start producing the results you are looking for:
A. Include a Blog. A blog is a terrific way to start a dialog with potential customers and to position you and your organization as a thought leader. It will allow you to express your thoughts, opinions and suggestions regarding topics that directly pertain to your business. How often? One blog per week is a great place to start with a four to six paragraph blog, and if you include a photo be sure to add a photo caption that explains what the photo is about so the search engines can index both.
B. Content Is King. The more relevant the copy is on your website, the better this positions you as a leader in your market space and increases your standing with the search engines. They will reward you with high page ranks if you stick to this simple practice. Also, new copy being added each week is another way to stay highly relevant to the search engines. Overt time, Google, MSN and Yahoo search engines will index your pages so when someone searches for information that matches, your website will show up.
C. Resolve Your Website Based on 1 Major Keyword. This is a tough one. Pick a word your website is best known for like “branding” and write to that topic in your blog titles, sub-titles and text. Consistently following this simple principle will also alert the search engines that you are an expert in this area and they will reward you for your contextual consistency.
Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.