Optimise for search engines
The last stage of the build is also the first stage of marketing; getting search engine optimised. Search engines like easily identifiable keywords; so search engine optimisation (SEO) is all about filling your copy naturally with as many keywords as possible referring to your services and location. So a roofing company based in Shropshire could say;
“Welcome to ABC Roofing services; offering flat and tiled roof repairs and installations across the Shropshire region”
Finding lots of places to use the keywords (roofing services, flat roof, tiled roof, roof repairs, roof installations and Shropshire) makes it clear to Google what the company is all about. Don’t overdo it though, “Welcome to ABC roofing, a roofing company specialising in roofing services for people with roofing problems or needing roofing” would go on the blacklist for cheating!
Get Online
Next you need to get online with a website host who rents Internet space to you. They’ll give you an FTP account which you can access with FTP software. All you do is log in, click the file on your computer you want to put online, and it’s done!
A website address or domain name can also be easily ordered online but take care picking a good one; www.abctiledandflatroofingshropshire.com is descriptive but easy to get wrong; www.abcroofing.com is ideal.
Ongoing marketing
First you need to tell search engines that you’re there, if you look around Google you can find links to submit url, the url is your website address and means Unique Reference Link. Submit it to as many search engines as you can; 85% of websites are found through them.
Next let your current and future customers know about it; get the domain name printed on your letterhead, adverts and business cards. Get email stationery like an autosignature with the website link in it set up.
Finally, aim to get links from online directories, many of these services on the Internet are free and just need you to fill out a form, the links can drive traffic to your site and also help your SEO results.
As a general golden rule remember good service and make sure you handle web enquiries as quickly as any other; you can guarantee the potential client will also have e-mailed your competitors.
Beyond these essentials market the website as you would your phone number and consider occasional web only special offers or mailing list facilities which allow you to capture e-mail addresses you can send future special offers to.
After a few months you can assess your web statistics in more detail to see how your site is working; low traffic means you need to do more marketing whilst good traffic with low sales suggests your copy just isn’t convincing people to call you and needs improving; successful websites are all about ongoing development.
Advice on utilising experts
Doing all this alone can take a lot of time so digest this information, do as much as you can, then seek the support of professionals to see you through but be careful who you employ. Web design is a popular way for students or freelancers to earn money; their prices are low but what happens if there’s a problem at 3am or if they get ill?
Really good web design incorporates a team of copywriters, designers, search engine experts and admin staff. Always look to work with well established companies and look for credibility; how is their company website, can you see a postal address, how does the portfolio look to you? Do your research, ask questions and know what you’re looking for with the advice in this article.
Once you feel good about a supplier, a big mistake is expecting them to do everything; only you can tell them what your business is really about, then they can translate that into a great website. Get the materials ready and available and if you speak to a copywriter answer their questions as fully as you can; too much information is so much better than too little.
I’m always happy to give anyone a no-strings-attached 15 minute consultation on improving your current website or getting the best start with a new one, just call 01634 810600 at any time and I’ll talk you through it over the phone.
Tony Spinks
MD
Smart Domain Group Web Design Company Kent
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