Your website needs to clearly communicate what you do and who you do it for. In marketing that is called the target market and where your resources will be spent. Your resources are physical, technical, financial and human. Given all businesses have limited resources you can never take your eyes off that target costing you money. You must have a way to communicate with your target market efficiently and primarily it’s your unique selling proposition.
Unique selling proposition (USP)
Your USP is about what you do best and how your clients will benefit. This statement becomes part of your mission and helps you focus on not wasting resources. For example, a business needs to narrow down what it does, for who and why:
- We help you [build your website] through [expertise and ongoing support].
- We help you [with all your plumbing needs] by [being easy to contact and competitively priced].
- Fresh [pizza] [time every time] or [its free].
You don’t get long to make a first impression. If your USP isn’t clear, visitors will leave after just a few seconds. You need to define what you want your website to achieve. Importantly, what do you want customers to do on your website to achieve their business goals? Book an appointment? Place an order? Sign up for a promo and place order? Join up?
This is all about you getting in your customer’s head!
The all-important SEO
We know SEO is a critical part of web design by making your website show up in searches for specific keywords. Search engines like Google, Yahoo! and Bing use complex algorithms to decide which websites are the best answer to a question or search phrase.
The goal is to appear among the top three results for your keyword.
Usually it is unprofessional to spy on your competitors but this may be the exception. Afterall, customers will be looking up the words they need to find the product or service they want. You can use a tool like SEMrush, which has a free version that lets you see which keywords and topics your competitors are ranking for.
Make a list
Take the list of keywords you got from SEMrush and think of 50 – or even 100 – keywords and phrases that are at all related to your product or service.
Ways to expand your keyword options
- Long tail keywords – these are longer phrases with more words in them. It is hard to rank as “house insulation” but easier for a long tail keyword phrase like “10 star retrofit house insulation.” This brings in customers that are specifically looking for this type of insulation.
- Synonym – Google is very good at recognising synonyms. Think of synonyms for your product names and use those as well as your main keywords.
- Solving a customer’s problem – think about what a customer would write to solve their problem. Remember they are thinking about what they want and you have to know what that might be. Customers might want to try fixing something themselves so they might type how to replace a Samsung 9 mobile screen rather than phone screen repairs. Often people realise its too hard and need the professional.
Marketing is about giving customers what they want -not what you think they want. So, spend time asking every question you think they ask and ensure your web designer reflects that on your site.