If you’re engaged in inbound marketing efforts, a properly constructed website can make the difference between generating quality leads and turning customers away. While your individual website needs may vary depending on what you’re trying to do with your site, there are a few basic DOs and DON’Ts that every business should adhere to when it comes to constructing a website:
DO have a blog and update it regularly. Not only does blogging create valuable content and backlinks to boost your SEO rankings, but it also gives visitors a more in-depth look at what your company actually does and the unique way that you deliver your goods and services.
DO NOT overuse auto-play media or pop-up ads. When you’re visiting a website, the last thing you want to do is scramble to close pop-up ads or search for the pause button to silence the music or video that starts playing when you enter the site. A lot of folks will simply hit the back button or close a tab to avoid dealing with these annoyances.
DO include social media buttons wherever appropriate. Social media is arguably the most important aspect of marketing for a business that is promoting itself online. Provide your customers with an easy way to connect with your business and help promote your brand by embedding buttons for Facebook, Twitter and other social networks within the content of your site.
DO NOT write jargon-filled copy. It’s easy to fall into the trap of writing about your business in a way that makes sense to you, but doing so risks sounding unintelligible to people who aren’t also experts in your industry. To avoid turning customers away, always keep a potential customer’s perspective in mind when writing copy for your site.
DO include clear and appealing calls-to-action. If you’re offering a promotion or discount, direct visitors to it directly so they don’t have to search for the promotion. Remember: Internet users need to be told what to do. Make it perfectly clear what you’re offering. Nothing turns a potential customer away than failing to give them what they’ve been promised.
DO NOT get caught up in loading your copy with SEO-driven keywords. As important as it is to drive search traffic with optimized copy, your content still needs to be compelling. If you’re writing first and foremost to include keywords, you risk turning customers away by showing them you’re more focused on promoting your product than you are on their loyalty and satisfaction.
Have these DOs and DON’Ts worked for you? What have you added to your inbound marketing DOs and DON’Ts list?