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WHAT SHOULD YOU THINK ABOUT BEFORE IMPLEMENTING A NEW WEBSITE? - SEMALT EXPERT





Are you about to implement a new corporate website? Before doing so, consider
several aspects of such an implementation. You need to know that the very
appearance of the website and its visual presentation are only the top of the
iceberg. It's worth spending more time researching what is much more important
to your business.


DEFINE THE GOAL 

Every website has a purpose. In most cases, the main purpose of websites is to
generate profit. Online stores must sell and listing pages must attract new
customers. In the case of e-commerce, you will achieve better profits by
increasing the value of the basket, up-selling or mechanisms for recovering
baskets. Here, the matter is simple, at least when it comes to the definition of
goals. 


The goals of companies that do not sell directly will depend on the type and
manner of doing business. For service companies, these may be, for example,
forms with inquiries, orders or direct phone calls. Each company has a certain
sales model developed, and the goal of your new website should be to support
this process.


Clearly define what you want to achieve with the new page. Remember that the
goal must be measurable. In the future, you will use it as a key indicator (KPI)
to show whether your website is actually helping you.


The goal of the website is never traffic in itself, you don't really need a lot
of traffic. You need a lot of orders and that's a very big difference.


DEFINE WHO YOU WANT TO REACH 

Before you start thinking about a new website, take a moment to think about the
characteristics of your current customers. Who they are? What are their needs?
Why do they behave one way or another? Create so-called personas -
representatives of your clients who will accompany you all the time. 


It is impossible to create a website that will satisfy everyone. Everyone has a
different taste or approach and not everything will appeal to everyone. When
designing or analyzing a website, you need to look at it through the eyes of a
representative of your customers. Don't ask your wife, husband or business
partner for their opinion on the look of the page - they don't see it as a
potential buyer. Ask one or more customers or others who might be.


Your website should be created for the right target group. These people are most
likely to leave you their money - so make them your priority. Make it as easy as
possible for them to navigate the website and in the right places encourage them
to take the desired action: transaction, form sending or leaving telephone
contact.


CONSIDER IF YOU NEED SEO 





There comes a time when every website owner starts to wonder about its presence
in the search results of Google and other search engines. Then begins the search
for a positioning company that will be able to effectively increase the
visibility of the site in the search results. Unfortunately, it turns out that
SEO should be thought of much earlier, as it is a process that requires a proper
approach and preparation before the creation of a new website.


First, consider whether potential customers are looking for your services on
Google. If so (and in most cases, it will be) - consider at least an SEO
consultation with an SEO specialist who will suggest how to build a website
before it is even created. Thanks to this approach, you will avoid many problems
later.


YOU CAN PAY TWICE... 

Most professional SEO companies will start with a website SEO audit, which will
tell you what to change or improve on the page. In most cases, it will be: 
 * improved content optimization;
 * changing the structure of the website;
 * improving or rebuilding correct internal linking;
 * elimination of duplicating content, cannibalization of keywords and thin
   content;
 * technical errors.

It happens that customers hear the famous sentence: "It will be cheaper to do it
from scratch than to correct what is." True, sometimes it is better to build a
website from scratch, it may take more time and budget to adapt to the current
version. So it's a good idea to think about this before you start implementing
your new website.


WHY DO YOU NEED TO THINK ABOUT SEO BEFORE TAKING A WEBSITE 





Search engine optimization is a slow process of building visibility in free
Google search results, which is largely based on the page itself. Success and
the best positions mainly depend on the construction of the website structure
and its appropriate content. Preparing this requires, first of all, knowledge of
SEO and a detailed analysis of keywords. 


In the case of performance activities such as Google Ads or Facebook Ads, the
page itself does not matter that much. What's more, the landing pages of such
campaigns don't even have to be on your domain! Such campaigns can be freely
modified, and the changes are visible almost immediately. So if anything goes
wrong, you will know it immediately. 


SEO works differently. Errors made at the beginning may drag on for months or
will not be discovered at all until the time of the audit. Only then will it
turn out that you will have to pay a much larger amount for their repair. These
important details mean that the initial investment in an SEO specialist can save
you a lot of money.


WHAT CAN YOU DO TO AVOID MAKING THIS MISTAKE? 

First of all, you don't have to sign long-term SEO contracts and tie up with any
company - you don't need this! All you need is one-time help to make sure your
website is built to get traffic from free search results.


Many website builders ensure that their products are "SEO optimized", and to
some extent, this may be the case. Such companies have basic technical knowledge
which allows them to avoid basic mistakes. 


Unfortunately, there are a few companies that: 
 * may do decent keyword research using the right keyword analysis tools;
 * plan an SEO strategy based on it;
 * prepare properly optimized content; 
 * will tell you how to expand the website.

All these elements are factors that influence the visibility of the website in
free search results. Of course, they do not guarantee success, but they are a
solid foundation for further work.


THE WEBSITE MUST BE GOAL-ORIENTED 





There is a common opinion that a website should be "pretty". When quoting,
customers ask or show solutions that are completely unnecessary. Of course, the
website should be visually refined, but it should not contain many unnecessary
elements aimed only at creating a WOW effect. 


After all, you don't want the only thing that will be remembered after visiting
your website to be a fabulous animation or a cool-looking element that has no
meaning in the sales process. What potential customers have to remember is an
offer: refined photos, a copy or a video presenting your product, the rest of
the page elements should not attract attention, but only help in navigating the
site.


DESIGN A CLEAR LAYOUT 

A simple and clear website layout is essential. Don't let people who have
already found your site give up buying or placing an order due to confusion. The
layout and operation of the website should be structured in such a way as to
direct the user to complete a transaction, send an order or make a phone call. 


Remember to put Call-To-Action in important places. The most important
information should be placed at the beginning of the page, preferably on the
first screen visible after loading the given subpage.


DON'T FOLLOW YOUR COMPETITION 





You do not need to be a web design specialist to notice that in a given niche
the phenomenon of similarity of business cards is very common. This is due to
the fact that during the process of creating the website, owners look for
inspiration from their own competition, which may be a mistake. 


By copying a solution from competitors, it is not always possible to achieve the
same success. It is possible that such appearance or functionality results from
the specifics of the business or the target group, which only seemingly seem to
be the same. As a result, it may turn out that the company you follow makes
money and your business stands still.


CONSTANTLY DEVELOP THE SITE 

Implementing a website and leaving it in this state for the next few years,
until it needs to be "refreshed" again is probably the biggest mistake of
companies. You shouldn't wait for the website's appearance to differ
significantly from what is available on the market. 


Your website should be constantly developed in many respects. First of all, the
changes should concern the pursuit of excellence in the conversion optimization
process. Thanks to the analytical approach, you will be able to increase the
number of inquiries, orders or sales. 


The development should also concern the content of the website itself. An
outdated offer, incorrect information or incorrect contact details may indicate
a lack of professionalism on the part of the company and adversely affect
potential customers.


SUMMARY

Changing your website without prior preparation can be more trouble than good.
For example, you may lose traffic from free search results as a result of SEO
errors, or your conversion rate will drop expressively after changing your
appearance significantly. It is worth considering these issues before you even
start any activities aimed at implementing a new website.


Interested in SEO? Check out our other articles on the Semalt blog.