Digital Marketing Blog

So How Do I Structure The Content On My Website?

Posted by Ken Semple

Get the structure right before you do the visual design for your websiteThis one comes up at some stage in every web design project. It should be be one of the first things you consider as you develop your new website.

It can be a trap to deal with the visuals first. Because you won’t be able to get the visuals right until you know how the information in your website will be organised. Until you understand the needs of your website visitors and develop workflows for them, you can’t design your website home page.

So how do you structure the content on your website and how does this impact the visuals? Well first let’s start with the website visitors.

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Ensuring Your Website Sends The Right Message

Posted by Ken Semple

Your website must send the right message. You've done a lot of work designing and building a website, it has to produce resultsWhat message does your website send to the visitors who land on it? Sending the right message is critical in those first few seconds after someone has landed on your web page. It only takes a few seconds for someone to decide whether to stick around or get out of there via the Back button.

Think about what happens when you are doing some research online. This is what I do:

  • I enter my search keyword phrase into Google
  • Scan the results and click on the one that looks the most promising
  • If the page I land on looks crappy or old - Back
  • If this company doesn’t look like it would provide what I need - Back
  • If I can’t see anything related to what I searched for in just a few seconds - Back
  • If I’m confronted by a wall of text - Back
  • If I’ve got to fill out a form to see anything useful - Back

I think what I do isn’t that much different to anyone else. You can see that there are a number of factors which are weighed up both consciously and subconsciously by your website visitors in just a few short seconds.

You're going to lose a lot of visitors if your website isn’t sending the right message.

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Set Business Goals Before Starting On Your New Website

Posted by Ken Semple

Set achievable business goals for your new website before you build itMost small business websites produce little or no returns for their business owners. So before you replace your non performing website with another one that just looks nicer, read on.

Take a close look at the results your existing website is producing for your business. I mean how many actual leads and sales is it actually generating? Most business, when they do this analysis, find that little or nothing is coming from their investment in a website.

Why would a business put money into something which doesn’t produce any results? Often it’s because a website is seen as something that needs to be done today, and no business goals are defined for the website.

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How To Convert More Website Visitors Into Leads

Posted by Ken Semple

Increase your website conversion rate by following these simple tipsThe principal reason most business websites exist is to generate new leads for the business. With lead generation in mind, we also need to consider how to convert as many visitors as possible into leads.

The proportion of leads generated from website visitors is called the conversion rate.

To get the highest possible conversion rate we need to consider:

  • Getting the right visitors to your website
  • Make it easy for website visitors to convert
  • Provide many opportunities for visitors to convert
  • Avoid the hard sell and avoid jargon
  • Follow up your leads
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Setting Business Goals For Your New Website Design

Posted by Ken Semple

Set business goals for your new website that can be achieved and apply a value to the websiteSet clear and achievable business goals for your new website design BEFORE you start work on it. By business goals I mean real outcomes for your business like leads and sales.

Too often people concentrate on what the new website should look like or the page structure or the content, and forget about what outcomes they want from the website. Setting real business goals for the website assigns a value to the website. Once you assign real value to your website you are much more likely to put in the extra effort required to build a website which will achieve your goals.

Start with the goals, then design and build the website to achieve those goals.

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Optimising Your Website To Convert More Leads

Posted by Ken Semple

A conversion progresses down a sales funnel to being a customerConverting website visitors into leads is the first step to a website that produces real results for your business.

The biggest jump website conversion performance come from a few fairly simple improvements:

  • Get more website traffic
  • Appeal to your target audiences
  • Add obvious calls to action
  • Collect contact details on a dedicated landing page
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3 Ways To Get More People To Your Website

Posted by Ken Semple

Increasing the traffic on your website is the key to more leads and salesIncreasing the traffic on your website isn’t hard. It does take a little effort and regular activity.

A static, unchanging website is considered a boring, out of date and uninteresting website to search engines, and will rank poorly.

Adding content to your website regularly is the best way to grow traffic. You can also use your email marketing more effectively and social media to drive traffic to your website.

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5 Piss Poor Excuses For Not Upgrading Your Website

Posted by Ken Semple

A dodgy old brochure style website is just like and old TV. No one wants to use it.Is your website just lying around the Internet gathering dust? With few visitors, no leads and no return for your business.

So why don’t businesses with websites like this upgrade their websites? More often than not because they had poor advice when they upgraded their website in the past, and they got little improvement in their website’s performance after it was upgraded.

Upgrading one brochure style website to another one will produce a little initial interest after the upgrade, then very quickly it’ll be back to the same limited outcomes as the old site was getting. Upgrading a website to a new one that responds to the clients needs and includes solid lead generation and conversion strategies will produce the results they need.

We hear some pretty piss poor excuses for not upgrading a non performing website and here’s a few of them.

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Squeeze More Juice From Your Website

Posted by Ken Semple

Squeezing the last drop of performance out of your website for great returnsMost business websites can be producing a lot more for their owners. How do you squeeze every last drop from your business website?

The principal reason for having a business website is to generate leads and sales for the business. A couple of secondary reasons for having a website are to promote the business brand and to provide customer support.

So what do you have to do to squeeze every last drop from your website:

  • Ensure the website design is up to date, easy to use and speaks to the needs of your target audiences
  • Execute on strategies to increase the traffic on your website
  • Capture leads
  • Have a sales process
  • Market to your lists
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The 10 Steps To a Lead Generating Website

Posted by Ken Semple

Follow these 10 steps when you develop your new websiteFrustrated by the lack of leads and low traffic on your existing website? You’re not alone, a significant number of businesses still have a brochure style website which just doesn’t produce results.

Turning this around is not hard. There are a number of attributes in high performance websites that ensure they produce traffic, leads and sales, and ultimately, a return on investment for their owners. Follow these 10 steps and your website will become a high performance website.

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