Web Design, SEO and Copywriting: The Complete Package

You may have just been presented with a stunning, well-branded new website from your web designer, but is this enough to bring you online success. There are numerous important factors which have implications on the performance of your website, and we will outline the three core areas in this article.

Typing Mac Keyboard

Web Design

The expected standards for web design have risen substantially in recent years. No longer is it acceptable to simply churn out a mediocre (and forgettable) website. The only impact this will have is leaving a sour taste in the mouths of your visitors, who will certainly not be coming back for more. When getting your website designed, make sure that it follows modern web design principles, including the provision of clear concise information and increasingly minimalist layout styles.

Search Engine Optimisation

Once you have a beautiful new website which perfectly represents your brand, the next step is to drive some traffic to it. Time permitting, many SMEs opt to perform these tasks themselves. However, given that there is an ocean of ever-evolving knowledge in the SEO field, many opt to employ SEO consultants instead. The time spent researching and improving your website in line with the latest optimal SEO principles can easy be avoided by consulting an expert within the field.

If you decide that you are going to make the investment of hiring SEO professionals, it is essential that you vet each and every one accordingly. You will no doubt have heard of the terms ‘white hat’ and ‘black hat’ SEO. Many SEO ‘experts’ will claim to be able to guarantee that you will reach the number one spot in Google, even though it is impossible to do ethically in today’s world. Make sure you select an SEO consultant who will provide you with ethical and lasting results, and you can be assured your site will maintain its high rank for the duration.

Copywriting

The written content on your homepage and throughout the rest of your site is one of the most influential factors on how a potential customer perceives your brand. A lot of the time, your website visitors will make their mind up within seconds of landing on your site about whether they are interested or not. Ensure that the copy introducing your site is concise, thought-provoking and compelling. Use this opportunity to portray your brand characteristics, helping you to resonate with like-minded consumers.

Writing impressive copy does not stop at the homepage. The content throughout your site is a constant representation of your site. There is absolutely no excuse for spelling mistakes or incorrect use of grammar and you must focus on making your content as digestible as possible. Without this crucial element, visitors will quickly turn off, click the back button and you can wave goodbye to the chance of getting any new business from them.

Other Factors

There are obviously numerous other factors which play a part in ensuring the success of your website. However, these three are the most influential of the bunch, and must be taken seriously from the outset.

Essential Ingredients of SEO

The world of SEO is ever changing and it becomes increasingly complex every day. As Google continues to update their search algorithm, SEOs and webmasters around the world are trying to figuring out the next best way to build and maintain rank. There is a plethora of information available on this topic, so much that it can be difficult to assess what to really believe. Here are a few recommendation of what we think you need to consider when optimising your site. There are some basics, as well as some more out of the box ideas.

On-Site Optimisation

You’ll most likely already be aware of what this entails. Make sure that the design of your site is conducive to high search engine rankings. This is quite a broad category and includesthings such as meta information, keyword use, site load time and site structure.

SEO-Optimised Copywriting

Getting your website designed is one thing, but it is never really complete until you have populated it with impressive, optimised content. Taking all of the relevant keywords and seamlessly integrating it into your content to create an amazingly compelling page takes a level of skill, and if you are unable to do it yourself, we recommend that you seek the help of professional copywriting services.

Copywriting

Strong Backlink Profile

One of the most heavily weighted factors that Google uses to gauge the importance of a site is its backlink profile. ‘Backlink profile’ refers to the information about the sites which link to a domain. Building high rank backlinks on relevant sites will significantly help you move up the rankings. However, backlinks on unrelated blogs have a much lower backlink value. The best way to achieve a strong backlink profile is to provide useful content which other sites will want to share. You can do this by writing articles or posting images or infographics. If what you are providing is valuable enough, sites will simply want to link to it.

In-Depth Articles

One of the more recent additions to Google was the addition of the ‘In-Depth’ articles section. Google values articles which are longer and provide more in-depth information, so has added this feature to give these longer articles more exposure. The internet is absolutely filled with short. 300-word articles and the reason for this is that it is much simpler to write a short article.

Rich Snippets

You will no doubt already have noticed all of the extra information which gets presented alongside search results in Google. Sometimes these rich snippets will provide you with information about ratings, addresses, opening hours, Google+ pages and more. By linking your site with your social accounts such as Google+, you can give searchers the chance to quickly connect to your page. As well as this, you can set up an author account for your website, which will display an image of the author next to the search result. Whatever extra information is on offer, it is likely to improve your chance of grabbing the attention of searchers.

Take all of these factors into account when formulating an SEO strategy and you’ll set a good foundation for your business.

Get yourself out there: how to mark your business presence online

With Twitter, Facebook and up to the minute news taking over the advertising world as we know it, it’s important now more than ever to understand the benefits of marketing your business online. This is more than just good advertising – it also encompasses good use of social media and web design. Here are five ways that you can use the web to get your business noticed.

Get the look

The multitude of custom-built website designs is enough to make any client yawn these days, so try to get a little creative when it comes to designing your website. Good website design is about aesthetics and user accessibility – take GamingClub.co.uk, for example. With quirky, unusual fonts and easy to recognise brands (i.e. Tomb Raider) on its homepage, this immediately draws the user in, while its casino games are clearly displayed to give the surfer instant access.

Be a social butterfly

What use is a beautifully designed website if nobody knows about it? One of the wonders of the modern age of digital marketing is social media, so get tweeting. Studies show that 51% of active Twitter users follow companies, brands or products on social networks, so make sure you use a Twitter handle at the bottom of every one of your web pages.

Social Media

Blog till you drop

Another way of building up your online presence is to use the power of the written word. Even the biggest named brands use blogs to highlight the simple fact that behind the business model are people, giving your brand a more personal touch and making your prospective clients feel closer to your product. Blogging is a great way to inform others about any work you have done in the local community, with the opportunity to post photos as well as large walls of text. To use it most effectively, make sure you post your blog posts to Twitter or Facebook, and keep them to no more than 500 words, with hyperlinks at appropriate places.

Link back and forth

One of the more subtle ways of online marketing, you can liaise with other businesses and ask them to put hyperlinks to your business on their website. This is a great way of attracting customers almost without them realising – rather than using a large, intrusive ad on the right hand side of a page, a hyperlink, for example, within somebody’s blog, is a more subtle link. Studies show that users regularly spend no more than 10-20 seconds on a website, so make sure that the link they’re going to next is yours.

Be accessible

As we forgo our laptops in favour of tablets, smart phones and more, it’s important to make sure your website is as up to date with the technology as your clients are. So, make sure that your ads are well placed on a page, rather than for example, lurking inaccessibly on the bottom right hand side, and if you can, try to create a mobile version of your site to make it easy to read for those on the go.