What are the Foundations of a Solid Website?
D. Build the Number of Inbound Links. These are links from websites that are linked to yours. The more of these you have the better, and the more their overall content has to do with your website’s overall content the better. This is a competitive game. If your nearest competitor has 1,000 relevant inbound links to its website and yours has 25, guess who gets the lion's share of search traffic?
E. Build a Strong Social Media Program. I often hear from B2B executives that they don’t think social media is relevant to their businesses and that they are suspect of the benefits social media can bring to their organizations. This usually reminds me of the company that didn’t believe in advertising until they were going out of business and needed a way to tell people that there were assets for sale so they ran advertisements and posted a sign near their business. If only they had done those things to brand their business perhaps they would have been able to stay in business. Same goes for social media. Pick the media channels that make the most sense and build the most relevant communities.
F. How Well Is Your Website Designed? Often ignored as less than important, the design of a website directly influences how much time each guest spends on your website. If the average visitor spends less than 1 minute on your website and your website has a 50% or more bounce rate, then its time to rethink your website design.
Receiving top marks in all of these areas takes time, diligence and expertise and does not happen overnight. You must be willing to spend consistent time and attention to the development of your website, refresh weekly and be relevant to your core customer audience. If you do, you can build up traffic that can be profitable for your company.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.