How does a search engine rank a website? It’s kind of like playing a game of PacMan. When a search term is submitted by a user to a search engine, spiders and bots are sent out to maneuver through the web and find the most relevant websites related to the search. Like PacMan, the spiders and bots don’t have eyes and must be told where to go. They can’t see the cool graphics you used to build your site with flash and java and they can’t see the cool images you just posted of your most recent project. So, PacMan travels through the maze gobbling up dots, but once he hits a wall, he can’t go any further. Same concept with the search engines… think of the content on your site like the dots in PacMan. You need to entice the spiders and bots with the fruits and energizers or optimized content chocked full of key terms and emphasized attributes instead of blocking them with unnecessary design elements. Let them know you have what they are looking for so they can gobble it up, index it and move along to the next level or website.

Now, this doesn’t mean the design of your site is not important. It simply means that it can sometimes hinder your site’s performance. Your design is used to engage a user and lead them on the click-path to conversion, but you must also effectively deliver a message to your user. So, in order to create the best design, start with content. Know FIRST what you want to say and build around it. Your website should always be up to date with the latest information about your company, services and products so start with a good, solid foundation and the rest will follow.

Focus

What are the keywords? Who is searching for you? – create search-able content with keywords and phrases you know people are looking for. The more relevant the information is to the search the better the result!

Embrace

Keep it short and simple. Don’t bore the user with too much information causing them to leave your site. Instead of writing a novel on the processes of your work, let the user know that you can do what they are looking for.
Put the information in front of the user. Use bullet points to make it easy for them to scan the page and find what they are looking for.

Prove

Tell people you are the best without saying you are the best. Prove your credibility and expertise with facts.

Close

Give the user a reason and a means to contact you.

Basic Framework and Questions

Home Page: This is an introduction into your company and the rest of the website. Please, please, please do not say things such as ‘welcome to our new website’ or ‘we hope you find our website informative’. Everyone knows they are on a website and it is understood that people are there to find information.

• Who are you?
• What do you do?
• Who do you serve?

About Page: Use this page to further elaborate on the information introduced on the home page. Give insight into your expertise, credibility and achievements as a company. You may even introduce your executive team – especially if you think users will search for them.

• Who are you really?
• What are your accomplishments? Awards and recognitions?
• What makes you the expert?

Services Page: Elaborate on your services. Lay out in bullets the services with a brief description and then create additional, separate pages, also known as landing pages for each service where the user can find more information on the service. Going deeper in explanation of that service, you can incorporate more keywords putting yourself in front of those people who are looking for you.

• What do you do?
• Who do you serve?
• Use bullets.
• Create landing pages for each service.

Products Page: Display your products in a manner where the user can view an image and a brief description. Then create a product details page specifically for the individual product. Like the services, this page will go into detail and can also be used as a landing page.

• What do you sell?
• Who are you selling to?
• What do users want to know about the product?
• Product type?
• Material?
• Dimensions?
• Color
• Warranties?
• Related products?

Of course you will need to have additional pages like FAQ, Location & Hours and a Contact page, but you don’t need me to tell you what goes on those.

Most of my clients are very eager to share their success stories with me about the development of their companies, but when it comes time for them to write about their company a lot of them have a hard time. My advice for those of you who might be experiencing a bit of writers block is to find someone whose success is dependent on your success and delegate a page to them.