Generally speaking, the purpose of a company's website is to do marketing, so the website should always focus on the core of "bringing business to itself", and everything else should serve this. Below, combined with SEO and my own operational practice, I will summarize some experiences in building marketing-oriented enterprise websites.
1. Conduct keyword analysis from the user’s perspective.
Generally speaking, the company name should not be used as the main keyword. Few people search using the company name as a keyword, so if you use this as the main keyword to build a website, the marketing effect may not be very good. However, the ones mentioned here are all less well-known small businesses. If your company is a big brand company like Lenovo and Haile, it is not included here. From the customer's perspective, if he needs products, he is likely to search for product keywords; if he needs services, he will search with service keywords; if he is doing a local market, he may add region when searching. sexual restrictions. If you want customers to be able to find your company when they search for these words, you have to position your target keywords here.
Choose the main keywords and carry out reasonable long-tail keyword expansion on this basis. In this way, the users who come to your website are basically potential users. This is a very critical factor in improving the conversion rate of the website.
2. Pursue the harmony and unity of visual effects and SEO as much as possible.
Anyone who does SEO knows that there will be conflicts between visual effects and SEO effects, such as pure flash sites, such as pictures, JS navigation, etc. Although search engines have improved now and can recognize text and links in flash, after all, there are still many Insufficient. When building a website, you cannot simply pursue visual effects. I originally made a living by making pure flash websites. I relied on flash and photoshop for several years. Although the visual effects websites I designed were not first-class, they were decent. But since I came into contact with SEO, I suddenly lost interest in the original "dazzling" site. Such a website is suitable for design companies to display their art and design works, and it is not advisable to use it as a marketing corporate website.
Of course, this does not mean that you should completely ignore the visual effects when making a website. That is going from one extreme to the other. A website that has a pleasing appearance can leave a good first impression on customers and is very helpful in promoting conversion rates, which is also very critical. How to combine visual effects with SEO requires certain skills. This requires website builders to have a good understanding of color matching, image and animation processing, CSS style sheets and program codes, and SEO. Unfortunately, many artists in website building companies can only make gorgeous renderings but have no knowledge of SEO. In addition, programmers do not understand SEO either. This makes it easy to fall into the misunderstanding of blindly pursuing visual effects, thus creating One after another, corporate websites appear to be "rugged" in the eyes of search engines.
3. Carry out powerful copywriting based on customer psychology.
In many companies, your chairman and CEO may be very "great" people, so you often see categories such as "Chairman's Speech" on the website. In fact, from the user's perspective, such copywriting has no value at all. The user will not care about what the chairman of your company said, but whether the products or services provided on your website can meet his needs. In addition, writing a chairman's speech will give customers the feeling that you are superior, which will lead to customers' resentment. No matter how awesome your chairman is, what does it matter to me? So, if your reputation is not as famous as Kai-fu Lee or the like, Since your reputation is so great, it is better to abandon these bureaucratic practices and write more things that are useful to customers. This will psychologically allow customers to give you a high score, which is also very good for promoting conversion rates.
For small and medium-sized enterprise websites, it is better to put aside their status and stand on the position of communicating with customers on an equal footing and serving customers wholeheartedly, and have a heart-to-heart dialogue with website visitors, so that customers feel that behind the cold website, there are warm-hearted people. The people he serves. In this way, website visitors will be able to dispel their psychological alertness and leave you a message for consultation, or call you directly to place an order. Company news, product or service introductions, corporate blogs, case presentations, etc., you should consider before writing: How will customers feel when I write these things? Will it help to shorten the psychological distance between customers? In the copywriting Work hard on writing. These subtle things unknowingly play a big role in improving the conversion rate of the website.
Another point to mention is that website copywriting is a good place to develop long-tail keywords. How to naturally integrate long-tail words into website copywriting also requires careful attention.
4. Reasonable website (internal link) structure.
The website navigation is clear and well-organized. Visitors can quickly find what they want after coming to the website, and can easily switch between website columns, allowing customers to "advance and retreat" freely, which can provide In order to leave a good impression on customers, care must be taken not to cause any "blockage" in users' minds. This is also a critical link in the SEO process.
5. User-friendly website function design.
What functions the website should have should also be considered from the user's perspective, rather than just adding a few columns and calling it a day. Product reviews, consultation messages, order submissions, etc. Before setting these functions, ask yourself questions: Are these things what customers want? How should they be set and how should they be laid out to be more conducive to user operations? How can they be more catered to visits? Reader psychology: If these details are in place, customers can fall for your trick without knowing it, thereby increasing the website conversion rate.
6. Make full use of the professional advantages of your own products or services to build external links to the website.
For corporate websites, you can establish partnerships with websites that are related to or complementary to your own business, and naturally attach links. In this way, users will not feel that these links are rigid or psychologically unacceptable. In addition, create more content related to your own products and business that is of actual value to users, pay attention to linking skills, and attract external websites to actively link to you. These can effectively increase the external link chips of the website, and are also beneficial to customers. Responsible behavior.
Having said so much, the most fundamental point is to think about the problem from the user's perspective. Grasp this, and everything else will fall into place naturally.