The What, How, Why & When of Optimizing Your Website

If you are reading this article, you probably already have a very good understanding of why every consumer-facing business needs a website. You have also probably been through several iterations of yours over the years. In this article, we will take a more detailed look at the key components of an effective website and discuss how to make your website a powerful and effective component of your marketing strategy. Shall we begin?

What: Website Redesign

How: There are multiple approaches to redesigning your website. For example, you can always hire a freelancer or agency to perform a one-off update of your website. There are also a plethora of DIY web design tools these days. However, a pretty website alone will do little to help you attract customers online. If you are looking to put your business on the map and be discoverable in organic search results for terms your potential clients might be typing into search engines, your website and the content on it must be fully integrated into your digital marketing strategy. It is, after all, your digital storefront.

It is also critical to make sure your website is optimized for mobile users. You can expect more than half of the traffic to your page to come from smartphones.

Why: Today consumers of all ages spend increasingly large amounts of time online, and most will begin their decision-making journeys on any type of subject on the web. Consumers spend a lot of time gathering information or looking for inspiration for their inquiries online. Visiting your physical storefront or contacting your business directly are sometimes the last steps they will take, possibly even after the decision to work with you has been made. This means that your website must not only be discoverable in organic searches, through onsite SEO which we will cover shortly, but also help you put your best foot forward.

When: As soon as possible! Not having a well-designed and optimized website puts you at a significant disadvantage to other businesses in your niche who have invested in digital marketing. A poorly designed website that lacks search engine optimization is the digital equivalent of putting your storefront in a back-alley.

Tip: It’s a good idea to research the websites of your competitors, as well as leading websites in the your industry to observe and learn best practices.

What: Onsite Search Engine Optimization (SEO)

How: This is where things start to get a little more technical…Onsite SEO is the process by which you help search engines discover relevant information about your business and match it to what people are actually searching for. Ideally, you would look at search trends to understand the terms internet users are using when searching for goods or services you offer.

Why: Onsite SEO is a fundamental digital marketing activity for your business. Without it, your website would not be easily discoverable by people who are actively searching for your services. Again, it would be the digital equivalent of having your storefront in a back-alley next to a garbage bin!

When: When you are ready for new customers to find your business online, and feel confident about your keyword research as well as the website language that would be most helpful to people in your area conducting research online.

Tip: Make sure your website’s SEO description is succinct and contains relevant keywords pertaining to the products and services you offer.

What: Subpages and Landing Pages

How: Now we are really starting to get “into the weeds” of website design for digital marketing. Landing pages and subpages, are portions of your website that highlight specific sections or service areas your business offers and covers. The allow search engines or paid ads to send users directly to the desired area of your website. Provide detailed information about your products and services, list and highlight them as part of your digital and on-site marketing strategy. After all, if you do not create content and pages dedicated to explaining what it is you do and where you do it, how would a search engine like Google, Yahoo or Bing help people find you when they search online?

Why: This one is pretty straightforward, you should create landing pages because your business needs to showcase its capabilities and service areas.

When: When you are ready to be discovered by potential customers who are searching the web for the specific products and services you are offer.

Tip: Landing pages and subpages should cover your service offerings and service areas. However, if you create multiple websites with identical copy/pasted content, your search ranking may be penalized for duplicative content. Remember to keep your content unique and helpful to potential customers who are doing research for their home remodel.

What: Website Blog

How: Blog posts can breathe life into your website, highlight your expertise as a kitchen & bath retailer, your design eye or the quality of your workmanship as a home remodeler. Work with your webmaster to set up a blog section on your website. Then, commit to posting regularly to boost your digital marketing program. Keep your blog topics relevant to what you do. Blog articles should cover helpful subjects, such as industry trends, useful tips, interesting updates about your business, and so on.

Why: Although a thoughtful blog is an important component of any digital marketing strategy, you should always remember to write content that is interesting and helpful for your customers first. A good blog will help your website be discovered within organic search results when potential customers are doing research online. A blog also creates opportunities for additional exposure for search terms that could be relevant to your business, like “how to remodel my kitchen” or “how to file taxes in Delaware”, without having to spend on advertising.

When: Creating a blog is essentially free, but creating relevant content regularly does require a considerable time commitment. We recommend starting a blog when you are ready to build an authoritative voice online.

Tip: Write blog content that shares your expertise in ways that people outside your industry can understand and relate to. When sharing your expertise, keep in mind that your readers may come from all walks of life.

Needless to say, a well-designed website that aligns with your business capabilities can be a powerful tool that works towards your marketing goals. When you approach your website strategically, it creates many opportunities to showcase your work and expertise on an ongoing basis – by blogging, posting photos of your recent events and projects or the latest product lines in your store. Your website is a living, breathing, dynamic marketing tool.

For more digital marketing tips and advice, visit the Deep Drawer Blog.

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