It’s always an exciting step when you’re setting up a new website for your business. After all, this is your digital shop front, your calling card, and your chance to set out what makes you and your business unique and better than the competition. As we adjust to whatever new normal lies ahead of us this summer, having a digital presence that not only represents you accurately but actively drives business is going to be so important to staying afloat in 2021 and beyond.
The impact of the pandemic on the global economy is going to be felt for a long time yet, and even though we will be seeing more and more stores reopening and people returning to the office, the online marketplace is going to be the main battleground for businesses of all shapes and sizes.
So, how can you make sure that your website is working smoothly to keep your business moving forward? Here are some steps and notes to help you get started.
Make Sure You Stay On Top Of SEO
At this point we are all at least reasonably familiar with SEO and why it is important, but just in case, here’s a quick recap. Search engines like Google use keywords as part of their algorithm to help them determine which sites to display first when people are searching for specific terms. If you have made sure that the content on your site has the right keywords and key phrases, then you’re off to a good start.
But it’s also really important to make sure that your content is always at a high level of quality and that the keywords are relevant, as Google is constantly updating its algorithm (more on that below). It’s not enough to just fill the “about us” info with a bunch of relevant phrases. You need to demonstrate expertise, experience and make it clear why customers and clients should flock to your business.
Don’t Take Your Eye Off The Ball
It would be a mistake to think that your job is over once your website has been launched. It’s not just that the marketplace is constantly evolving and growing more competitive. You need to be ready for the different ways search engines like Google are updating the way they look for and display search results.
Take the upcoming Google page experience update, for example. From May 2021, Google will be rolling out a new update that will factor in user experience (otherwise known as UX), which will look at core web vitals, mobile-friendliness and other elements. You need to ensure your site is ready for this update to solidify your rankings and keep your visitors satisfied.
Think About Your Landing Page
If you are not someone who is particularly confident with web design, there’s always a temptation to go for a free templated option. And although there is definitely something to be said for keeping things clean and simple, you also need to remember that people who are looking for the services or goods that you provide are spending a huge amount of their time browsing online through this pandemic, and unless you stand out, they might just keep on going.
If it looks sloppy or like there hasn’t been any effort put in, then they are definitely going to bounce away. Think about what you can add to your home page that makes it eye-catching and unique, something that is distinctly personal. If you can get their attention, then you’ve won a vital early battle.