With more and more 'self-build' options available to small and medium-sized businesses, do-it-yourself web design options are now more accessible than ever. It is important to remember, however, that the basic principles of a well thought out professional design still apply.

In this article, we'll take a look at 5 simple steps to get you started on the path towards your very own dream website design.

1. Start With The End In Mind
The key to a successful website design is to have a clear idea of what you want to achieve. What is your goal? Who is your target audience? No matter what business you're in, all web users want the same thing – simplicity and ease of use (we'll address usability later).

Right from the start, you should begin designing your web presence as you would a physical presence (whether you have a retail premises or not). Here's a few basic principals to keep in mind:

• Clear navigation – making all content reachable in as few clicks as possible
• Appealing aesthetics – do the colours and shapes appeal to your intended audience?
• Is there a logical and inviting way to start browsing your products
• Helpful, timely customer service – make it easy to get in touch

Today's web user – 9 times out of 10 – knows what they're looking for and seeks instant satisfaction. If they can't find what they're looking for, quickly and easily, expect them to go elsewhere.

 

2. Beware of Design Over Substance
If you have little in the way of design experience, remember to keep your expectations realistic. It can be easy to let your creativity run away with you during the initial design phase, but unless you have the discipline to reign in your creativity, the project may suffer.

This is where a little advice from an experienced web designer can prove invaluable. Unless you have a limitless budget and timescale, a small short term investment could save you a great deal of time and money longer term.

3. Understand Usability
A real buzz-term these days, 'usability' encapsulates everything a successful design project should aspire to achieve. Too many designs sacrifice a good user experience in the pursuit of a flashy design or innovative features. That's not to say the two can't go hand in hand.

You know what you want your customers to do, but how easy is it for them to achieve it? Common mistakes include confusing navigation, distracting animation and a plethora of unnecessary links.

4. Search Engine Optimisation
Still ignored by many SMEs online, SEO remains a vital element of a successful web design. Too many designs still rely heavily on flash. While it has its uses, search engines favour HTML over flash, so use sparingly.

In this age of sharing, a cluttered URL (web address) will turn off both the search engine and content-hungry social media enthusiasts.

5. Test, Test and Test Again
Whilst we've touched on this above, the importance of the testing phase cannot be emphasised enough. A thorough approach will help to eliminate problems such as browser compatibility issues, broken links, functionality errors and accessibility issues.

In conclusion, keep in mind that your website should not only look good, but should also help you attract, appeal to and convert new customers. If you would like to review the effectiveness of your website design, call us on 0845 345 2592

You never get a second chance to make a first impression, so when it comes to your website, hiring the right web developer is one of the most important decisions you will make.

A good web developer will not only deliver the mechanics of building a usable website but also help increase your business’s chances of being successful online, identifying real opportunities to find new customers, improve your service to existing customers, reduce your costs and improve communications with customers and staff.

Understanding Your Business
Make sure your developer knows your business well. A good web developer will ask a lot of questions to determine your short term and long term goals; then be proactive about making suggestions for attracting and engaging your customers.

If your web developer doesn’t really understand the nature of your business, he or she isn’t going to be able to create the best possible website for your customers.

A sign of an excellent web developer is a thorough analysis of your business’s website needs, followed up with an in-depth interview to nail down any specific requirements. You should have the feeling that your web developer is responsive and engaged in your website design.

Can Provide References
It’s a good idea to ask for references in the form of other websites designed by the web developer. Try out the websites and make sure that you like the way they are designed, that they load quickly and are easy to navigate, and that the information is presented in a logical manner.

Helps With Marketing
Online marketing is vital to the success of any website; your web developer should have a good grasp of the most effective ways to attract traffic to your website. Knowing how to incorporate email, search and social media marketing activities into your website will give your online business a great head start.

Understands Usability and Accessibility Issues
A good web developer will know how to make sure your website content is easy to navigate, is engrossing and – as much as possible – adheres to the most basic accessibility standards that allow your site to be used successfully by the sight-impaired or people using assistive technologies.

Speaks Your Language
While a web developer should keep abreast of the latest and greatest web technologies available for improving your web presence, this shouldn’t equate to advising you to deploy the latest gizmo just because you can. A good web developer will provide you with the information you need to make an informed decision without blinding you with science.

Is Approachable
Remember, it’s your website and your business. While your web developer can make recommendations and offer good advice, you should never be made to feel you are imposing on their project. A good web developer acts as a consultant, not a dictator, working effectively with you as an integral part of your team to achieve the best results for your web presence.

If you would like to know more please call 0845 345 2592

Landing pages have long been the primary tool of the web-savvy marketer. Whether the visitor has arrived there through an advertisement, offer or search-engine link, your landing page is your first and best chance at making that conversion.

The following article is by no means a comprehensive guide to success, however it does provide some tried-and-tested techniques. Feel free to use them either as a starting point or, if your current landing pages aren't performing to expectation, as part of a strategy review.

Make Your Headline Clear and Concise
The headline is (or should be) the first thing a visitor sees on arrival. It's your chance to make an impression and will, more often than not, give them a reason to stay or leave. Think about what you're trying to achieve – does the headline summarise this intent? The headline should provide the bridge between the link the user has clicked and their desired goal.

Make it Snappy
We've all seen them, endless web pages usually linked to some miracle earnings scheme or weight loss method. This is the worst kind of marketing – in your face, crass and highly repetitive. Much as your headline should draw the reader in, your value proposition should be summarised in short, concise bullet points. In other words, make it easy for the reader to understand the benefits of what you're selling.

Pre-Call to Action
You've no doubt heard of the much heralded 'call to action', however remember that everything you have written to this point is aimed at persuading the visitor to either sign-up or buy. Before your sign off, end the main body of copy with a persuasive message that leads into the call to action – effectively bridging the gap and preparing the reader for the close.

You Guessed It – Call to action
When crafting your call to action, consider what stage your visitors may be at in the purchasing cycle; problem recognition – information search – evaluation – decision – purchase. If your message is meant to be formative only, an aggressive or dynamic call to action may not be appropriate.

Many marketers still make the common mistake of being too aggressive with the close. Using terms such as 'Buy Now' or 'Sign Up Now' signify a commitment that could turn some visitors off and impact your conversion rate. When appropriate, try a softer, more encouraging tone using words such as 'Try' to coax the reader into that all important click.

A well prepared landing page is a highly effective internet marketing tactic that will let your site visitors hone in on the information they need, increasing the time visitors spend on your website and spiking your conversion rates. If you would like help to improve your Internet marketing effectiveness, please call us on 0845 345 2592

In this golden age of e-commerce, a fully-featured online shop should form the cornerstone of any retailer's web strategy. According to retail experts Experian, Boxing Day was again the busiest day of the year for online retailers: "UK Internet visits to online retail websites were 12% higher than on the pre-Christmas peak in traffic (December 5th) and 26% higher than on Christmas Day" (source: Hitwise.com).

It is surprising however, how many businesses feature nothing more than a catalogue and telephone number or email address, offering the user little or no incentive to make a purchase and weakening their brand in the process. If you're considering your first foray into the world of internet retailing or perhaps need to revise your strategy, then this article has been created to provide some useful pointers to getting it right.

Make It Secure
The surge in popularity of online shopping has, inevitably, seen an exponential rise in instances on online fraud. Of paramount importance to any savvy shopper is security. Provide as many assurances as you can, including a secure payment facility.

Comply With Consumer Rights
Consumer Protection (Distance Selling) Regulations 2000 mean you must provide customers with your full company name and address prior to any purchase. Any purchase should be followed by a confirmation email and obligatory cool-off period.

Pay Attention To User Experience
Web usability is everything when it comes to online shopping. Take some time out to navigate the user experience checking for ease of use, broken links and so on. Remember, if you don't bother to get it right for the customer, why should the customer bother with you?

Coordinate Online With Offline
If you have a corresponding offline business (such as a shop, etc.) – ensure the two integrate seamlessly. Most importantly, make sure your prices correspond and that stock levels are consistent and up-to-date. If you are offering an online only promotion, make sure the terms are clearly visible so that customers do not expect to find it in store.

Add a Personal Touch
It may sound obvious, but offering a telephone number and email address will go a long way towards improving the customer experience – even on the web, good customer service remains the cornerstone by which all businesses are judged. Answer queries promptly and professionally. Consider using more recent innovations such as live chat/ help for that added personal touch.

Show Some Personality
Installing an online blog and engaging customers over social media platforms is a great way to correspond with customers on a more personable level. Twitter for example can be used as a very effective customer service tool, or an opportunity to publish answers to frequently asked questions.

However you choose to approach online retail, taking some time out to formulate a online marketing strategy is essential. If you would like help to improve your ecommerce web site, call us on 0845 345 2592.

With the World Wide Web increasingly accessible via a myriad of devices – many of which are mobile – the rate at which internet users consume their chosen content grows at a pace. Global time on social media sites is soaring; up 82% (Nielsen). News consumption is a socially-engaging and socially-driven activity, especially online, and participation is through sharing rather than contributing news (Pew Centre).

There is little doubt these trends will continue into 2011 as consumers read, share and publish content online with friends, family, local businesses and even global brands. With so much choice of content to consume, your marketing messages can easily get missed, or worse, ignored completely as consumers divide their increasingly limited time among their trusted online content outlets.

Content Marketing: Think Pull Not Push
Push marketing techniques, such as flashy banner ads and obtrusive pop-up ads will increasingly get ignored as consumer's online behaviour becomes more sophisticated. So rather than relying solely on traditional push marketing methods, think pull. Pull marketing relies on creating ‘magnetic content' that will naturally attract – and win over – consumers.

How Can Content Marketing Help You?
Producing a steady stream of fresh, interesting content that appeals to your target audience will benefit your business in the following ways:

• Help generate inbound links and attract qualified traffic to your website.
• Create a two-way dialogue over multiple platforms which consumers feel comfortable with.
• Identify genuine customers from tyre kickers to prioritise high quality, sales-ready leads.
• Build sales momentum that moves prospects toward making a purchase.

Make your content easy to share, the most trusted information sources for consumers continue to be family and friends.

Where To Publish Your Content
Content marketing is about increasing engagement with your target audience on a more personable level. While your website and ideally your business blog should be the hub for your content sharing activities, it is key to publish it in a number of formats over multiple platforms.

Consider hosting a webinar to share your expertise, or join the conversation using social media networks such as Twitter, Facebook, YouTube or LinkedIn to name a few. Engage with customers by publishing product reviews, how-to articles, demonstrations and more. Be creative and deliver content that fills a need.

Creating Content That Gets Followed
If you're not a confident writer you may wish to collaborate with a copy writer. If you intend to produce the content yourself, consider the following questions.

• Is my content unique?
• Is my content useful – would I share it?
• Does my content get the message across?
• Does my content convey the right personality?
• Does my content make good use of the channel in which it appears (e.g., social, mobile, video)?

Think about what makes you want to share the content you consume and identify what will enable your content have similar ‘follow appeal'.

Finally, in order to maintain a well executed content marketing campaign, develop a content plan to help focus your activities. Key to the plan will be to follow a content editorial calendar which will enable you to produce a steady stream of ‘magnetic' content.

In this age of digital marketing, it's all too easy to spend your time chasing the latest social media fad or hot tip. Even the most seasoned internet marketers occasionally lose sight of the basics from time to time – those foundations upon which the internet marketing industry was built, and without which wouldn't exist.

If things aren't working for you, or you feel your website has lost its way, then read on. In this two-part article, we're going to go back to basics and look at some simple ways in which you can harness the power of a simple web strategy.

Creating a Winning Website
Every website is different. Each needing to be customised to complement your marketing goals. But whatever your needs, here are some basic tried and tested factors to consider when preparing your online business presence.

1. What Does Your Web Address Say About You?
The best URLs (Uniform Resource Locator – or website address) speak clearly to both readers and the search engines. To give a clear indication of what you do, whilst sending visitors directly to your main website. In terms of Search Engine Optimisation (SEO), there is no better time to start than at the very beginning with your URL.

Keyword research forms the foundation of any sound search marketing strategy. Once you have identified the right combination for you, give some thought as to how this could be built into your URL.

2. Include the Right Titles and Descriptions
Ensuring relevant metatags are included in your web pages is essential to achieving healthy organic search engine rankings. Loosely speaking these are broken down into a title (displayed in blue in the search results) and the page description (the lines of text beneath the title).

Incorporating rich keywords into these areas will, if done correctly, yield visible results when combined with other search marketing activity.

3. Provide a Clear Call to Action
Imagine you are a first-time visitor to your website. What is it you are required to do? Sign up? Buy something? At the very least, the site should be offering you something of value in return for your contact information.

If you're unclear as to what it is you want your visitors to do, then you can guarantee they're not going to spend time figuring it out for themselves. Decide, on a page-by-page basis, on a single desired 'action' – this way the point is clear and your visitor isn't confused by too many choices. Arrange your information in a clear concise manner, leaving nothing to chance.

4. Lead the Charge – Give an Incentive
Deciding on a clear 'lead product' is a simple but effective tool used by the majority of internet marketers. Enticing visitors to make a relatively low-value initial purchase is a fantastic way to build long-term sales opportunities.

Ultimately what to use as your lead product is entirely up to you – there are no hard and fast rules. Consider carrying out a series of split tests, in an effort to find out which product converts visitors to customers most effectively.

The internet is not a static medium, so your web strategy shouldn't be either. If necessary, be prepared to go back to basics to help attract more of your target audience. We return to this topic next month for some more tips on making your website work for you.

The last ten years have seen the internet flourish, expanding exponentially with the growth in business websites and personalised blog-centric content. Previously the domain of web designers with programming expertise, it's never been easier to create and manage your own content online.

The growth in popularity has brought with it a flood of CMS (content management system) platforms onto the market. For newcomers the choice can literally be overwhelming. In this article, we'll take a look at some of the key features to look out for when choosing your content management system.

Managing Your Web Content With Ease 
Choosing the right content management system for your website could make all the difference to your online publishing plans. Here are some pointers to help you choose.

a) Clear, Accessible Interface 
An absolute pre-requisite for any CMS – users should be able to navigate menus and locate basic functions with ease. Impenetrable front-end design is entirely counter-productive in terms of your time, effort and motivation. A good CMS will guide you fluidly, making micro-management of content and categories a breeze.

b) Admin Rights 
For those working in small teams or allowing external freelancers to contribute content, a clear admin system is vital. The ability to retain tight control over who can and who can't access certain areas of the system will ultimately prevent any unwanted interference or nasty surprises.

c) Updating Meta-data 
Search Engine Optimisation (SEO) has come a long way during the last few years and, whilst no longer the be all and end all, meta data still have a vital part to play. Ideally a good content management system will offer full control over each individual page instead of offering a blanket meta description. Try to avoid sites offering default meta-data.

d) Editing Your Content 
A basic component of most modern CMSs is a WYSIWYG (what you see is what you get) editor. A CMS that offers this facility offers users the best of both worlds. Those who aren't familiar with HTML coding can create content quickly and easily, whilst more advanced users can tweak down to the finest detail.

For users somewhere in between the two, such an editor enables them to switch between the two – thus catering to coders of all levels.

e) Statistics and Logs 
Knowing who changed what and when is essential when it comes to running a tight ship. It will also assist in preventing problems before they occur. Overlooked by many amateur administrators, statistics also provide a useful method of gauging a site's performance and identifying areas for improvement.

Whilst it's highly unlikely you'll find a CMS offering every single feature mentioned in this article, the best advice is to decide which are the most relevant to the type of site you intend to create and go from there. If you like some help and advice in choosing the right CMS to suit you, call 0845 345 2592.

After you have spent a little time building your online profile, it's time to convert those visitors into customers (or at least leads). This is where the art of conversion marketing comes into play. Your website should be designed to drive the visitor towards a desired goal such as providing their details via a web form or making a purchase.

This is achieved principally using the AIDA principal (attention, interest, desire, action). Here are a few tips to get you on your way:

• Call to action! Simple visual prompts such as "buy here" or "find out more" can prove highly effective
• Offer an exchange – encourage visitors to provide their information by providing some kind of incentive such as a free whitepaper or ebook
• Landing pages can prove an effective direct sales platform when driving traffic to your site, or even purchasing a product direct
• Use snappy, eye catching headers and keep the copy brief
• Split test multiple strategies to establish the most effective activities

A good website design, combined with persuasive navigation, will make sure nothing distracts your visitors from carrying out your main objectives.

Build relationships
Regardless of which approach you take to engage your online audience, business is and always will be about interaction and relationships. Building strong personal links will help you to (a) gain credibility and (b) retain clients. There is no substitute for trust and loyalty, so a little investment goes a long way.

Here's a few ideas to make things that little bit smoother:

• Web 2.0 offers a wealth of platforms that offer opportunities to interact with others.
• Encourage regular interaction with current clients through various channels.
• Ask for feedback regularly – not only will you gauge your progress, but also leaves a good impression with clients.
• Build an email list of both past and current clients – offer regular tips, advice and promote your profile as an expert in your chosen field.
• Consider using a rewards scheme to encourage referrals and new leads.

A word of caution, don't try and run before you can walk. Bombarding clients with a marketing blitzkrieg will no doubt damage your reputation and damage credibility.

Develop a measured schedule that provides a steady stream of marketing content. Get it right, and the rest should follow.

Growing a business without a solid marketing plan can be like building a house without a blueprint. As much as you wouldn't set up a retail business in the middle of nowhere and expect it to flourish, you can't expect your website to take root out there in cyberspace without some kind of internet marketing strategy. After all – what's the use of a website without a solid return on investment (ROI)?

Creating the right online marketing strategy can save you time and help direct your advertising resources in the right way. So what key areas should you address in getting your website working hard for you?

Key Areas Of Focus For Successful Websites
Online marketing is still a relatively new medium, with a myriad of new routes to your target audience. What works for one doesn't necessarily work for everyone. With this in mind, here are some key features of any well-rounded online marketing plan.

Is Anybody Out There?
The primary aim of any new website must be to attract fresh visitors. The digital landscape is changing rapidly, and traditional methods of search engine marketing (SEO, PPC etc.) may longer be the most appropriate route to market.

Why? Well, mainly because of the social media revolution. User search habits have adapted to encompass an ever-growing resource of blogs, forums, social media platforms (such as Facebook and Twitter) and mobile applications (apps). This means internet marketers are faced with a brave new world – a world they must adapt to quickly.

So, to start with here's a few simple tips for success:

• Submit and XML sitemap to all the major search engines
• List your web address in local and national directories of relevance
• Create social media profiles and become an active member of the community
• Write press releases and distribute it to content-hungry platforms
• Don't neglect traditional methods such as offline campaigns to help drive traffic

Take care to adopt a cohesive approach, using your website as the hub for all your online marketing activities. Any social networking activity for instance, should be used to help promote your website, not replace it.

Designing a website that will attract and appeal to your ideal customer requires the successful execution of several factors. You not only have to get the attention of your target audience, but you also have to grab the attention of the major search engines – or you will be missing out on a rich source of traffic.

As you prepare to design – or redesign – your website, keep the following questions in mind.

• How will I attract people to my website?
• How can I best appeal to my prospective customers?
• How will I convert these prospects into clients once they reach my website?

To accomplish this you will need to build a site that looks good, is easy to use, has well written copy, and also has search engine friendly design features. Sounds like a tall order?

Achieving the Right Look for Your Website
If your website looks poorly designed, you might get people to visit but they'll turn away in droves once they are unable to navigate your content with ease. Resources allocated to achieving an aesthetically pleasing and professional looking web presence is money well spent.

An experienced, competent web designer will not only keep the look and feel right, but will also design a site that will capture viewers, help you to convert them, and be search engine friendly.

Learn About What Your Customers Like
Before your designer puts ‘pen to paper', do some market research. Who are your customers? What do they like? What age group are they? What is their geographical location, sex, and hobbies? Each background demographic will have an influence on how successful your design will be in attracting and converting people.

Get to know your audience and give them what they want. If you need help, look for inspiration on successful sites in your field. What do they do that works well? How might you improve on it?

Key Design Features
One of the best ways to make your website more successful is by making it distinct, appealing, relevant, and accessible. Consider the following vital design elements:

• Branding – Your website should reflect your company's image.
• Colours – Select a colour scheme that will appeal to your target audience.
• Images – Choosing the right pictures can be a great way to tell a story without words.
• Content Layout – Prioritise your messages and layout your content accordingly.
• Considerate Navigation – Make your content easy to access, from anywhere on your site.
• Animations – Moving images can really help, but remember, less is sometimes more.

In conclusion, keep in mind that first impressions count, and that setting up a sleek, well-designed, website will help ensure your company is taken seriously. Ultimately, your website should not only look impressive, it should also help you attract, appeal to and convert new customers.