Building a New Website?
We work with lots of clients and we are often asked “what should we do with our website?” The answer differs depending on what you want your website to do for you. If it is your only route to market, then making sure that it sells your product or service successfully is paramount. In our book The Brighter Marketing Bible we devoted a whole chapter to the subject, but I just found this list that Seth Godin published on his blog which I thought was really useful. It gets you to think about the goals of your website and what you want to achieve from it to give you the impetus to make changes that will really make a difference. As he says these are the “difficult and important questions you have to answer before you spend a nickel”. Here is the link to the list Seth Godin’s Website Questions
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It’s a really good point. From a search engine optimisation view, the number of times I have got involved in a website project, just as the site is being launched, which is (in my view) far too late.
Understanding what search terms your customers are using to find your products and services is essential, if you want your website to appear in the search engine listings.
Working from the bottom up > understanding the search terms > writing content around these > start getting traffic to your website.
There is a fine balance though between writing for search engines vs brand integrity and tone of voice. You don’t want it to sound false, it needs to be authentic and genuine.