1. The five phases in the process of creating pages
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It is common to find a lot of information about the phases of building a website. However, it is not a question of the number of phases, but about what each phase brings to your website. We present you with a total of five phases that are recommended to build a useful website for your SME.
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Before you start planning the structure of your website, it is advisable to analyse vital points to make sense of it. Is your goal to convert anonymous users into leads, and from leads to evolve them into customers? What is your target audience? What are the users you are interested in looking for? What can you offer them to make them go through the conversion process?
And what can you offer them?
So, it is essential to analyse the objectives of the website, how they participate in the growth of your SME, and of course to take into account the needs of your customers.
1.2 Planning your website
Once you have studied what problems or needs your customers have, the definition of websites to be created depends precisely on how you will help them to solve them. For this, the creation of a sitemap or websitemap will help you to plan the necessary pages for your website.
Plan your website.
1.3 Content
Yes, it is important to use keywords or keywords that get traffic on Google. But using those keywords implies the development of useful information for online visitors. Create that content based on your target audience’s questions.
1.4 Design & development
This phase is vital to ensure that all the cogs in the wheel are working properly. Therefore, if HTML and CSS is too complex for you, or you don’t have the time or resources for programming your website, you can always call in an online marketing team to take care of this phase.
1.5 Testing and deployment
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Checking that your website is working properly is not only a task that takes place during the creation phase, but it is also an essential task after the launch. A website failure is an inconvenience for some users. In many cases, when they detect problems, they decide to leave the website. It is therefore vital to check that everything is working properly at launch, just as it is after implementing changes in the future.
2. What should the content of web pages look like?
The text, in terms of its effect on the content of the web page, should be the same as the content of the web page.
Text is indeed essential content, as it provides detailed informationabout the product you want to sell or make known. But the content on your pages can not only sell, it can also educate the user. While creating pages for your products or services is part of the process, creating pages with educational content can benefit your positioning in the eyes of your audience.
The content you develop on your pages should be relevant to the user. When they arrive at your website, the user will consider whether your website is trustworthy precisely because of the quality of the content. If you provide them with content that is truthful and useful to them, you will gain their trust.
On the other hand, audiovisual content can enhance the message to the user. If you strategically place both images and videos you will make the users’ visit much more pleasant, as it allows them to rest their eyes in front of so much text. The more dynamic the content of your website, the more comfortable users will feel spending time on your pages
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3. The design of your web pages
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The design of your website plays a very important role in achieving its usefulness. Why? It is true that there are SME websites that have an eye-catching design, striking at first glance. But in many cases their navigation is not at all simple, and that overwhelms visitors. We recommend that your website has an intuitive design, that the user who arrives for the first time to your website has an easy access to the most valuable pages.
Your web pages, moreover, need not be static in the long term. Nowadays, in order to constantly keep track of your audience’s needs, it is recommended that you choose to work on the design of your website in a scalable way. It’s OK if the design of your pages is not perfect from the start; you can always optimise the design little by little, to optimise the navigation on your pages.
4. Topic cluster and pillar pages
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You may have read these terms online, but don’t know where they come from or what they can do for your website. These terms come from theInbound methodology which, as we usually mention, develops techniques to attract customers.
The topic cluster consists of linking secondary topics to a main (core topic) topic, which is reflected in the pillar pagesorpillar pages. What does this mean? It means that a web page will deal with one topic, globally, and will have links to other pages that will develop the subtopics it mentions in depth, such as blog articles or ebooks. Instead of preparing static web pages, creating a dynamic page, with more than one resource, is an approach that may interest your audience.
What about this?
What can this do for your website? By directing so much content towards a web page (the pillar page), Google will understand that you want to position yourself through the core topic, the most important topic. Basically, building pillar pages can give you the opportunity to rank better for the keywords of interest to your SME – the ones your potential customers use.
They are also web pages that can help you improve the educational aspect of your website, as your content can help you become a reference for information in your sector.
What core topics could you use in your pillar pages? You can ask yourself these questions to help you think about it:
What are some of the key topics you could use in your pillar pages?
- What topics or subtopics is your target audience looking for?
- What are they looking for?
- Why are they doing these searches?
- Why are they doing these searches?
- Why are they searching?
- Are there websites that give appropriate answers to your potential customers?
- What are your target audiences searching for?
- In what ways can you differentiate yourself from your competitors’ approach to issues?
5. Spreading your web pages on the net
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It can happen that, at some point after launch, the most important pages of your website – such as the pillar pages – lose positioning, and therefore do not reach your audience. As a solution, some people resort to disseminating the most important pages through their social networks. But if these pages don’t provide anything new of value, it can end up giving the impression that you are forcing your followers to go to your website. For this very reason, the process and design of a website ends up being aconstant work of optimisation.
So how do you get your followers to go to your website?
So how can you spread the word about your web pages to reach your audience segments?
What are some of the ways you can spread the word about your web pages to reach your audience segments?
5.1 SEO
You have used a number of keywords to try to rank on Google. But in many cases these keywords are very competitive. So, one option to gain positioning through your web pages is the use of llong tail keywords, or long tail keywords. These are more specific keywords that, although they have perhaps less traffic than the more popular keywords, have less competition; which is an opportunity to rank your pages a little more easily.
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5.2. SEM
If you need to boost your most important web pages, you can always turn to SEM or paid advertising. This option allows you to make sure that your pages reach your target audience. Where can you set up an SEM campaign? You can do it through Google Ads, Google’s paid advertising system, or you can look at other methods to reach your audience in the places where they are most mobile, such as Facebook.
