Building websites which appeal to people and search engines

How many times have we seen a website which ranks top on google but looks mediocre at best.

You wonder how it even made it to the top of the list.

And then there are websites which have high-quality content and look beautiful but you had to scroll several pages until you discovered them.

In this post, we will discuss how to build a website which looks great and also ranks high on search engines.

Before we start, let us list down key ingredients for both.


#1 Design

Design is an element which you cannot ignore. Audience focus time spans are lesser than ever.

You have to make a first impression with a sleek, clutter-free design which is easy to understand and pleasing on the eye.

After all, who wants to spend time and take effort to discover what you do, when they don’t like what they see.

While design depends on individual taste and preferences, here are few resources which will help you discover latest trends in web design and also what type of design will suit your industry.

#2 Content

Content is the most important element of your website.

It is important to communicate whatever you have to say in a concise manner and in a language which your audience understands.

Use minimum jargon and more visual content, as attention spans are lower than ever.

#3 Write for Action

Each and every content piece on your website should have appropriate call-to-action.

The whole point of creating content is to draw engagement and invoke an almost impulsive resultant action from your readers.

Your call-to-action could be navigating to a relevant section of the site, filling up a form, watching a video or downloading a collateral.

The action itself would guide the flow of your content and help your audience discover more of what you do.

#4 SEO Hygiene

There are zillions of articles on the internet which talk about 101 things you should do to optimize your website.

I will just speak about the three most important ones.

On Page SEO, Off Page SEO and Link Building

On page content should be written keeping the audience in mind, but you have to strategically use keywords so as to emphasize its relevance for search engines.

I’m not saying force fit keywords but use it wisely so that its relevant both for the audience and search engines.

Using Meta Tags, Titles, Schemas, Image Attributes, etc. are a given. Though it may sound basic, I have seen so many people not do the basics and frantically keep generating more content.

Link Building is another important aspect which you should invest in strategically. Most SEO agencies create 10s and 100s of backlinks on a daily basis. But most of them turn out to be on low authority domains with low-quality content.

You can have an edge by creating high-quality content on high domain authority sites.

Start an alternate blog channel on LinkedIn, Blogger, Weebly, etc. and backlink to your primary domain. You will be surprised at the kind of results you will see in the long run.

#5 Have an Active Blog and Social Feed

Whether we like it or not, social engagement drives the perception of brands these days.

Having an active blog channel and subsequent engagement on social channels provides a validation for your content and brand.

And I’m not saying just keep it active for the sake of it.

You should have something meaningful to say which is appreciated by your target audience.

The Bottomline

It is imperative to have a strategy which takes into account both people and machines (search engines)

If you have a great looking website but is not discoverable on search engines, you will have few takers of your great work.

On the other hand, if you always rank top of Google but have below average design or content, you will have lower conversions.

Marrying the two will go long way in you achieving your business goals.

Are you able to strike a balance between the two?

Let me know in the comments section below.

Looking to Revamp your Website?

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Mautic – Open Source Marketing Automation Platform

Being a marketing agency has its perks. We get to experience the latest in marketing tech, almost instantly. That said, we often get asked about which is the best marketing software suited for SMBs or Startups or Enterprises and such. 

Recently, we implemented Mautic for one of our customers. We are so impressed with Mautic that we decided to migrate to Mautic, right away.

Mautic is an open source Marketing Automation and Marketing Intelligence platform which is completely driven by its ever growing community of marketing and technology enthusiasts. Mautic provides to Marketers what WordPress provides to Website Developers – A clean, feature rich, light weight, free alternative to traditional proprietary marketing software.


Here are things which we like about Mautic.

Like #1 – Completeness

Mautic offers all the features you expect from a modern marketing platform. It has a robust automation engine which will help you automate your campaigns spread across all leading channels including Email, Web and Text (SMS). Though the social integration needs more work, rest of the channels work just fine.

A big plus is that Mautic has an integrated Lead and Account Management module, unlike some other platforms in this space. This enables optimum usage of customer segmentation and lead scoring.

 

Like # 2 – Unique Features

Mautic has some unique features which are yet to be seen on other platforms.

Anonymous Visitor Tracking 

Though a bit gimmicky, it is a very valuable feature wherein you can track visitors who are not in your contact list nor have they filled any form. It gives a bird’s eye-view of frequent visitors who might be interested in your product or service, but are not ready to sign just yet.


Dynamic Content

Dynamic Content allows you to load content in your website based on the audience profile. For example, you can have separate messaging displayed for qualified prospects and unqualified suspects on their respective visits to your website.

 

Marketing Messages

Marketing Messages is a new feature which was rolled out just last week. They allow you to communicate with your leads based on their communication preference. Be it Email, Text, Twitter or something else, you can improve your conversion rate by reaching out to them where they are most likely to respond. 

 

Focus Items

Focus Items are intelligent pop-ups or non-intrusive CTA’s which you can trigger based on visitor behavior. We used to rely on SumoMe for this very same functionality, but now we will be slowly transitioning to Focus Items, thanks to Mautic.

 


Like # 3 – It’s Free*

Yes, you heard it right! Mautic is completely free for up to 5000 contacts and 1000 emails per day. And if you still need more, you can always install the self-hosted version of Mautic which does away this limitation as well. Sure you will need some help to set it up, but it would be worth the effort.

This Is A Big Deal

Considering the amount of money you will spend in subscription, implementation, and support for other marketing platforms, this deal is too sweet to miss. 

If you want to learn more about Marketing Automation Platforms, you can checkout MarTechReviews.com – You will find detailed reviews of other marketing platforms you may want to consider.

If you want help implementing Mautic, do give us a shout. We are just fans who would love to share our life experiences.

Curious about Mautic?

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