Step by Step Web Site Planning and SEO

You only get one chance at a first impression

Published January 21, 2010 | By Coburn Enterprises

This is an old saying but still a true statement. When considering where to go with your website development plan it’s a critical consideration. It’s easy to get sucked into the “glamour” of a beautiful website – but will it keep your potential customer’s interest? One of the biggest mistakes I see people make is to spend money “foolishly” on their first website. I’ve been in this business for more than 10 years now – I’ve seen a lot of really ugly websites – but in all honesty some of the ugliest websites are getting the BEST results! Why? because they carry the CONTENT that the site visitor is seeking and it’s easy to find what you’re looking for. Content aside though, you want your first time visitors to feel good about taking time to look around. I encourage my clients to consider these 3 points:

1. Content will bring them in.

2. Design will get them to stop for a minute

3. Usability will encourage them to hang around and learn why they should choose YOUR company to meet their needs.

Even I forget the importance of easy navigation some times. If, like me, a person spends much time browsing the web getting around websites becomes second nature but if your target market might (and most do) include people that view the web as a tool and not a passtime, beware – if you make it hard to get around the most beautiful graphics in the world will not keep them there.

To make a good first impression – combine the best of the best:

Make sure your site provides enough information to make them glad they clicked the link to get there.

Make sure your design – color and graphics theme – is appealing to your target market – if you have a broad range of demographics it’s always better to go for “understated elegance” than totally now graphics – it’s just like a job interview – better to have your outfit unnoticed than noticed for all the wrong reasons!

Make it easy to do more than walk in the front door. Don’t try to break out of the box – people are used to some basic navigation tools – if you don’t provide them they might find someone that will. Think about it – no matter how GREAT a restaurant might be – if it’s hard to get there you won’t go nearly as often as you would if it were just around the corner and had plenty of free parking.

Posted in Design vs. Function, Search Engine Marketing, Search Engine Optimization, Step by Step Web Site Planning and SEO | Tagged Design vs. Function, Only one chance for your website to make a first impression, Search Engine Optimization, Step by Step Web Site Planning and SEO, Who are my customers?

1. Determine who your customer is/will be (target audience):

Published January 3, 2010 | By Coburn Enterprises

Who will be coming to your site – people who you tell to go there (you will drive traffic to your website via other marketing channels such as a sales force or they are already clients and you want to enhance the services you offer them) or people that have a need for your product or service but don’t know you offer it?

If most clients will be coming to your site because of other marketing / advertising strategies what is the purpose of your site?
- To share supporting examples of your previous/current services or products such as a portfolio?
- To facilitate 24/7 communications – such as a customer relationship portal, appointment requests or to let people know your daily specials or current events?
Are you looking for new customers?
- How will they search for you if they don’t know your product or service exists?
  - Talk to your existing customers, friends, associates or even strangers and ask them “If you were looking to (buy, learn, hire someone to) [your service or product] what words would you use to look for it?
  - Develop as many words and short phrases as you can that people might use to find you – don’t stay with terms you or people in your industry use – think like someone who has never heard of your company, service or product.
What will your visitors expect when they get to your site?
- Are they highly technical looking to be impressed by your use of technology?
- Are they young, old, Male, Female, computer savvy or computer illiterate?
- Are they looking for a local solution – is your location important to them?
Will they want detailed information or easy access to basic information?
- Are they potential clients that need more information about you or your services to convince them that you are the right choice for the job such as references or testimonials?
- Are they looking for information such as hours and location only?
- What do they need to know about you or your company to decide to take action?
- Do they want to be able to complete transactions or submit information during non-standard business hours?

Posted in Search Engine Marketing, Search Engine Optimization, Step by Step Web Site Planning and SEO | Tagged Design vs. Function, Determining your target audience, How do customers find my product or service?, Step by Step Web Site Planning and SEO, Who are my customers?