The ultimate web formula for SMEs: content + design

If you want to rank effectively in Google searches, be sure to work very well on the content of your SME's website. Learn how in this post.

How we consume content on a website changes how we design it and what we publish on it. We Internet users are constantly changing our habits and that is why companies, together with their marketing and web design teams, must adapt to our whims.

As many of the organic positioning specialists emphasize, SEO is a matter of behaving well. If someone who knows how to write for his audience really writes to be read by people and not by robots, he will win Google’s heart. The content should not be forced.


Of course, one must be constant and not rest on one’s laurels. If you think you are doing well, but you don’t see the desired results, watch out! One of two things: either you are really not behaving well or there is something underlying that needs to be checked.

In the title of this publication we have promised you the definitive web formula, and we will give it to you, but it is not a mathematical formula, but good practices.

A successful website should be made up of two of the great online attractions: breathtaking design and quality content that leaves you stumped.

Breathtaking design

What is breathtaking web design? It is clear that there are colors to suit all tastes. No matter how many thousands of euros you invest in the design of your website, you will not leave the whole world speechless.

But why would you want to win over the entire universe? You are interested in taking your target’s breath away. To do this, you must know very well who your audience is: what are their likes and dislikes.

If your target audience is between 20 and 35 years old, your website will not look the same as if is targeting an audience between 50 and 60 years old. In this case, you may have to opt for something more serious.

It will also depend a lot on the type of product you offer. To begin with, your website will be very different if you sell a product than if you sell a service. If you sell a product, the images will prevail over the text.

On the other hand, if you offer a service, your imagination will have to go much further. You will not have images of the products themselves, so you will have to get images of who you are, how you work, events you participate in, etc. In this case, you could also opt for infographics or illustrations, for example.

Take care of the design and content of your SME's website

Check this post if you want to learn how to define your audience (buyer-persona) and their journey (buyer’s journey). Take it easy, do your research and become an expert for your customers.

10 ideas for an impactful design according to the latest trends

1) The importance of images over text. This does not mean that we cannot use text, but we must bear in mind that the vast majority of Internet users prefer visual content. There is no need to choose between text and image, both can coexist. But make images and videos prevail over text on your website.

2) The commitment to scroll. Although at the beginning it was not accepted as the best feature of a website, nowadays we have even grown fond of it. A long scroll that reduces the number of clicks is a convenience for the user. This way you ensure that at a glance and using only the scroll, your visitor knows your company. Also, in a way, this type of website will allow you to control what the user sees first and in what order.

3) Is the hamburger menu dead? Although the hamburger menu had its moment of success and allowed you to take full advantage of the space of the home, it seems not to be the most functional type of design for users. Some are Internet users who still do not recognize what a hamburger menu is. Even so, we believe that this is a very functional and attractive menu if you work for a young and web-savvy target. On the other hand, if your target audience is not familiar with the network, opt for a classic menu.

4) Video marketing, an ace up your sleeve. Audiovisual content attracts Internet users more and makes them stay on your website for a longer period of time. This translates into a better positioning for your website in Google. According to Forrester Research, by including videos you are up to 50 times more likely to appear at the top of Google results.

5) Duotone images for minimalist websites. It is basically applied to the main images of the website (in the home page, for example). It is to present an image using two colors and highlighting the lighting. A duotone image never goes unnoticed .

6) The game of typographies. Using up to 3 different typographies on the same website is viable and can even help you attract the attention of your users. Nowadays it is very easy to play with new typefaces thanks to Google Fonts. And it is not only the different typographies that will help you to captivate Internet users, experiment also with the size and colors of your texts. Capture the attention of your visitors. Make them look where you want them to look.

7) Bright and flashy colors. They have gained the same popularity as flat design (minimalist design). They can help you capture the user’s attention on the home page or on some CTAs. This type of colors will favor or not your website depending much on your product and your target.

8) Asymmetry, but not too much. A little asymmetrical chaos will help draw the user’s attention to certain areas of your website. But use it only if you think this type of design fits with your brand and your audience. In any case, symmetry never goes out of style and is always a good companion.

9) Don’t be just another company. Uses the storytelling to tell the story that will differentiate you from your competition. Learn more about storytelling in this publication.

10) The image carousel is gone. It has gone out of fashion and gets in the user’s way. Studies on the user experience on websites indicate that the visitor does not click on the images of a carousel and, moreover, without providing relevant information, these moving images distract the user from the really important content.

These are just a few ideas, you don’t have to use them all (also you don’t have to look like a wedding cake). Depending on your audience and your objectives, you will choose one or the other features.

Of course, a responsive design is basic. Your web page must be able to be seen correctly and have all its functionalities active no matter what device it is visited from.

Quality content that will leave you perplexed

Obviously we know you don’t spend that much time on your web content for the love of writing. You are a busy person and want your efforts to be rewarded.

Although Google should not be fooled in order to rank in the first results, we should not be naïve either. At the end of the day: we want that first position.

Check-list to do SEO responsibly, but efficiently

Check the list below before publishing each post. Yes, before each post. Why? Because each of the articles on your blog are created on a different page, i.e. with its own URL, which must be optimized for SEO.

1) You have chosen a keyword that your users would search in Google to solve their doubts or problems regarding the products or services you offer.

2) This keyword is in the url of the post page, without prepositions or accents and placed as far to the left as possible.

3) You have included at least one attractive and high quality image.

4) The keyword (or keyword) is in the title of the post, several times in the text (not more than 5 times, although you can use synonyms) and in the alternative text of the images.

5) You have written a meta description for the post that includes the keyword.

6) You have introduced internal links (from your own website or blog) with related content.

7) The links open in a new tab.

8) The post is well laid out and structured (subtitles, bold…).

It is very important that you ask yourself if you would read your post yourself. Would your colleague read it? Would you read it several times without getting bored? If your answer is no, why do you want us to do it us? Don’t torture us with low quality content.

Your user will get angry if you offer him the panacea in the title of the article and once you get his ‘click’ he finds bland content. Don’t waste your potential customer’s time, don’t deceive him. If you do, they won’t come back to your website or share your content.

Finally, a list of questions to check before clicking on the ‘Publish’ button.

10 questions to ask yourself before publishing new content

1) Is it of interest to your buyer-persona (target audience)?

2) Are you going to teach your user something new or is it just lip service?

3) Is the title attractive?

4) Have you made sure that the text contains no typos or misspellings?

5) Is your content better than your competitors’?

6) Have you included a CTA? (Call to action button with interesting and downloadable content for your user).

7) Do you already know how and when you will share the content on your social networks?

8) Are you going to publish the post at the right time? (Day of the week and time)

9) Have you included attractive and interesting images? (Infographics, graphics…)

10) Does the text flow or is it too heavy to read?

Think that, if you force the machine (by stuffing, for example), your web content strategy will not work . Be realistic, you’re not going to fool Google. So, don’t you think it’s better to be his colleague?

Remember, dedicate time to your content, quality is better than quantity.

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