The previous section mainly discussed the value of a marketing website to an enterprise and answered the question of why a marketing website is needed.
Next, let’s discuss how to build an excellent marketing website. Before doing any work, you need to plan, and building a marketing website is no exception. So in this article, we mainly talk about the planning of marketing websites.
The first step in planning is to understand and analyze the company's basic information, product features, product sales methods, market competition, the company's core competitiveness, target users and other information. Only by understanding the situation of enterprises, products, markets, and users can we integrate various Internet technologies and marketing tools to build targeted marketing websites.
I divide a marketing website into 6 parts: website color style, website organization structure, website dynamic updates, website program code, website marketing effect statistics, website interactive tools
These six parts basically form a marketing website framework. Of course, in the broad sense of Internet marketing, there is a lot of content outside of the website, such as soft article publishing, blog marketing, link exchange, search engine advertising, etc. I will We will analyze them one by one in the following chapters.
The planning of the website's color style requires marketing planners to have basic foundations in aesthetics, human-computer interaction and other disciplines. The principle is the same: it is to give the viewer a good visual experience, color experience, and style experience. To put it simply, it is comfortable and not tiring to watch. At the same time, you must pay attention to the industry characteristics of the company and the attributes of the product. For example, for technology companies, we recommend that designers use blue, because blue represents tranquility, authenticity, and professionalism. If it is a hotel website, we recommend that designers use yellow or golden yellow, because it represents nobility, elegance, and warmth.
After the overall style is determined, it is time to plan the color matching, background pattern, font, font size, line spacing and other layout details. The marketing consultant will work with the designer to complete these tasks. In website color style planning, we must fully consider the requirements of user operation experience. A good visual experience is only the first step. When users find it not annoying and are interested in browsing your website, what we need to do is to give users a good In terms of website color style design, our specific approach is to maintain a good continuation of the website's style, keep the colors at an appropriate level, make the banner buttons clear and eye-catching, and highlight the key information in color, etc. wait. Nowadays, web technology is changing every day. For example, the emergence of new technologies such as Java and AJAX has greatly improved the user experience. These information technologies and new methods should be considered during the planning process.
The organizational structure of the website is what we need to plan at the core. Our main purposes are twofold: 1. How to present corporate information on the website in an orderly, clear, and prioritized manner, and we must ensure that this information is determined and is what users and viewers most want to know. Arrived. 2. How to make the layout and naming of the website's content and organizational structure most consistent with W3C standards and the appetite of search engines for inclusion.
Planning should be in a bottom-up order, like a pyramid. Start with the company's information, determine the core keywords of the company's products and services, determine the column name, determine the category of the sub-column, and determine the topology of the website. Create folders, page names, page keywords, page titles, and page descriptions according to the website structure. We should pay attention to the interconnection between pages, and at the same time, we must fully consider the user's operating experience. For example, if I am looking at a product introduction page, then I also need to know the product-related information, help information, and information. We need to Fully arrange these contents, and if the user needs to purchase consultation, we must also give the user a natural next step.
Good website architecture and content organization are a delicious meal for search crawlers.
For the dynamic update of the website, for the planning of this part, we have to consider the staticization of the dynamic update information. This is a commonplace problem, because search engines like HTML and do not like scripts. Therefore, all dynamically published pages must be made static. The more important point is: dynamic updates are the bait for search crawlers. They will always pay attention to you because they like websites that constantly have new content. Of course, you have to pay attention to the matching of the updated content with the theme of the website, and the frequency of updates is the same as that of the website. Scale consistency. All in all, dynamic updates of the website are very important.
The optimization of the website's program code is actually part of search engine optimization. As we said above, search engines like HTML, so most code optimization is based on HTML. Of course, we also need CSS and DIV. First of all, I need to pay attention to the following in HTML: Keywords and deion attributes in <title> <>, <img alt>. This is the most basic page and element description information, so we must describe it accurately when planning. In terms of background programs, We also need to develop a set of procedures for adding, modifying and updating these attributes, so that for each page, we can carry out precise keyword and description control, which is of great significance for search engine optimization.
When talking about CSS and DIV, div+css is of great help to search engines. The concise code reduces the multi-layer nesting of the website, and the crawling efficiency and smoothness of the crawler are greatly improved.
Website marketing effectiveness statistics are an important tool to measure and evaluate the quality and marketing capabilities of a website. We need to establish a powerful website traffic statistics system to strictly control the website. We must know indicators such as daily unique visitors (ip) and daily number of pages viewed per person (pv) to analyze website problems and adjust website marketing strategies.
The last aspect is that the website’s interactive tools, or online customer service tools, are now used by many websites. Its use will increase the probability and time of contact between sales staff and potential customers, thereby creating opportunities for signing orders. At the same time, through this contact, It answers users' questions better and improves the friendliness of the website. It also builds customer records and tracks basic data.
In the marketing website planning stage, if we can do a good job in these six aspects of planning, we are actually half successful, because we have realized and established the ultimate concept of a marketing website, which is to build a customer experience , search engine optimization, and sales efficiency as the core website system.
Rulin Network focuses on the field of enterprise marketing website construction, strives to research and develop marketing website systems, and creates the most valuable and rewarding online marketing services for the majority of enterprises.
The perfect storm for marketing websites—design
The perfect storm of marketing websites—value chapter
Author: Senior Marketing Consultant of Rulin Network EMAIL: [email protected] MSN: [email protected].
Beijing Rulin Network Technology Co., Ltd.—the Internet marketing expert around the enterprise www.rulin.net.