Article by SEO Consultant Scott Salwolke

 

How to have a successful web site

What makes a winning web site? It's a question more businesses are asking. Many feel the answer is state of the art graphics. Graphics are important. They attract a visitor’s attention and set a tone. But to make a sale the words must be just as inventive.

“The web is littered with descriptive text that is dry, dead, and without any redeeming qualities. In many cases the text was written by someone ill prepared for the job. It's curious that companies should spend so much on their software and yet invest so little in making the sale to the customer. After all, with no sales, a business has no future.” Nick Usborne Net Words

There is only one way to judge a company's site. A successful site generates sales 24 hours a day, seven days a week.

If your business has a site, examine it to see if it's driving business to your company. And if you’re thinking about getting a site, understand how important it will be to your business. It will soon be the centerpiece of all of your advertising. There is nothing faster, or more cost effective than a well done web site.

Search Engine Optimization, Keywords, what does it all mean?

The Internet has given us a lot of new terms. We no longer search, we google. We don’t write, we instant message. And consumers don't use a phone book. They use keywords.

Keywords are the words prospects will use to find your product or business online. If you’re a tourist attraction, someone in New York might type in Dubuque tourist sites. If your site doesn't contain these words, they might not find you.

Search engine optimization is the art of creating a site that contains words that will attract search engines. This is tricky. You want to include these words, but you still want to make sure your sentences aren't awkward or cumbersome. And you have to understand, most visitors aren't reading your site.

Most web sites fail because its designers fail to realize how people approach the. They don’t read a web site. Instead they often scan over the page, looking for information they need.

Your home page sets the tone.

The objective of your web site should be to get a visitor to do something- pick up a telephone- purchase a product - request a service - convince them to travel. This begins with the home page. A home page:

• Includes keywords that attract search engines.
• Introduces your business and announces why it is different
• Encourages visitors to learn more about your products or service.

This is where the graphics can make you stand out. They help to attract a visitor’s attention. It will be the words, however, that will make the sale.

“When it comes to the internet, your web site is your front door, your waiting room, your store and your office. The impression you make with a clean, professional looking and functional web site will carry over to your business dealings with customer, and clients.” Entrepreneur Magazine.

The first step is to consider any questions a prospective visitors might have. And then find some way to answer them throughout the web site. The home page can't do all of this and shouldn't. But through hypertexts and navigation links, it should point visitors in the right direction.

Your web site, beginning with the home page, should:

• Be simple to navigate
• Reassure customers about your company's reputation.
• Explain the benefits of your product or service.

Nice home page. But that's not what people are seeing first.

Because your keywords are so successful, a business has found you. But because they came from Google, they most likely are landing on your products page. Or your background page that tells your companies history. That means every page on your site should be prepared carefully.

The title on each page is as important as the first paragraph on each page. And the first few paragraphs on each page impact how your site is positioned. Avoid a lot of text. It can be hard to read on a screen. Keep it concise. And break it up with bullet points and subheads. If you have photographs, use captions to provide background information. Captions are among the first items a visitor reads.

And when you're done with your web site and ready to go online, stop. First go through each page and edit out any words or sentences that aren't needed.

The Yellow Pages Are Being Replaced

Web sites will only continue to grow in importance. Already many search engines offer local searches. This means you can find all of the insurance agents in Dubuque that have web sites, simply by going to Google Local.

SBC and BellSouth Corp, two billion dollar companies, pooled their resources to purchase the Yellow Pages web site. They recognize that more and more people search for businesses on the web.

And businesses are searching for customers on the web. Internet marketing is gaining in importance.

• Amazon uses emails to inform customers of new products and specials.

• The Phoenix Chamber of Commerce sends out e-brochures to potential visitors minutes after they log onto their site. This means visitors who intend to travel don't have to wait weeks for information.

• Electronic newsletters are cheaper to produce, but just as effective keeping customers informed.

• Blogs are a great way to interact with customers. This is why many of the top business leaders have their own blogs.

Get your web site up and running. Then think how you can use the internet even more.