Nowadays, many companies have been obsessed with the actual results of Internet marketing without considering the process of Internet marketing. Once the effect of online marketing is not obvious, it is difficult to figure out what exactly is the problem. Is it the method, the strength, or the execution ability. After going around in circles, I finally found out that it was a problem with the website. Song Yanguo encounters this kind of thing a lot, so today I will talk to you about website construction.
1. Without investigation, there is no right to speak.
Do you need to do research when building a website? Yes, research is a very important part. What to investigate? Investigate your competitors, investigate your optimization direction, and investigate the market situation.
In terms of opponent investigation, we first clarify the competition situation of website construction in our industry. For example, the opponent's website information, their online marketing strategy; their website construction technology; operating model, etc. Such a comprehensive survey will help guide the direction of our website construction. We can leverage their strengths and improve our weaknesses.
As for the market, I estimate that most companies should be able to do this. Because only by clearly judging the current product and marketing situation in the market can we formulate corresponding online marketing strategies. In this way, our website construction will focus on our strategic aspects. Never deviate from market demand in the blind pursuit of differentiation. The most important point is that the initial construction of the website is crucial to the subsequent website conversion rate, which we will introduce in detail below.
2. Considerations for website optimization
Website optimization is an important step in online marketing. If you go well, you can win the overall situation. After choosing a good keyword, you still need to look at the market and your opponent’s keyword selection. For the enterprise itself, the choice of keywords should be simple and feasible, and it should also be marketing-oriented. Don’t keyword stuff, that won’t be of much use. We emphasize that the selection of keywords is not a matter of later stage. You need to pay attention to this in the early stage of website construction, otherwise the website will not be well laid out.
Of course, we must also be prepared for the goals of website optimization, or website construction. For example, what you need to do at this stage is calculate how many sales you need to generate each month when your overhead is zero. Then, you need to set a monthly sales growth percentage goal, and keep these goals in mind. This will be an important data in the website construction.
3. Website layout and matching
Buddha relies on gold clothing, and people rely on clothing. Similarly, a website must also have "installation", and this "installation" is its overall layout. A furniture company once asked us why fewer and fewer people visited our website. I went to check out their website. The layout is very messy, and the product information is not clearly differentiated between the inner and outer pages. People don’t know where to start when they look at it. If you can't find it, how can customers find it? Here I will mainly talk about the homepage layout, main navigation and some important pages.
Home page layout, the home page is the facade for displaying companies and merchants. The first thing users see when they come in is the homepage. Whether it is good or not is directly related to the user experience. Therefore, after we put product information or company profile on the homepage, we have to put a lot of thought into designing the layout. Be calm, don’t display everything on the main page, making people feel that every focus is important, otherwise visitors will be very disgusted. In terms of main navigation, in most cases, you will have more than one navigation, especially for large e-commerce websites with multiple products, multiple categories, and multiple filtering and classification methods. Consider the reasonable distribution of these elements on the website, so I won’t go into details here.
As for other pages, such as product specific display pages, internal pages, blog posts, Q&A, etc., it is best not to be too deep and try to make it easy for users to find. Of course, these need to be considered overall.
4. The essence of the website - content
Now that we have the framework and layout of the website, we can start to enrich the website. This is what the website is about. Many people tend to worry about content and don't know what to write. It's actually very simple. Those who make products must add pictures and negotiate product descriptions. For interactive Q&A, it is necessary to set up the perspective of the question from the customer's perspective. Of course, the website conversion rate mentioned at the beginning is inseparable from the content.
Why does Song Yanguo say this? Because users generally visit our website only when they have needs. When our content just meets their requirements, then they need to know our product information in detail, so our information volume is comprehensive while Also keep it simple. Users are not willing to spend time on useless sections. As for the later website content, everyone still has to follow the "content is king" strategy. After all, our later website optimization is also distributed with the content. Finally, don’t forget that usually every website has some static page content. These usually include "About Us", "Contact Us", etc. Without contact information, how can we do marketing?
No matter what industry you are in or what product you are in, if you want to build a website, if you plan to do a good job in online marketing, then please carefully write the articles before building the website. As the saying goes, opportunities are reserved for those who are prepared. How can you achieve successful Internet marketing if your website is a failure from the beginning?
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