Which sites are poorly promoted?
- A website made by a friend or acquaintance is not focused on the real needs of the business.
- The desire to create a “unique” site that is different from everyone else, but does not meet the needs of the audience.
Websites should be designed taking into account the needs of your target audience, not your preferences.
Where to start developing a website:
- Define your target audience.
- Collect a semantic core: the more key queries, the easier it is to compete for positions in organic search results.
- Study competitors' websites. Use position analysis services to identify leaders for selected queries. Pay attention to sites with similar niches and ages, avoiding large players and aggregators.
- Analyze the structure of competitors: range, functionality and commercial factors that they use.
Sometimes implementing these commercial and functional factors is enough to improve site results. But without the right structure, even good content and links will not provide the desired effect.
Site structure:
- Categories and subcategories of goods or services (sometimes one product or service is presented on several pages for different target audiences).
- Filters for easier searching.
- Menu organization (flat, multi-layered, etc.).
- Special pages relevant to your topic.
Chips:
- Quiz: questionnaires with questions where the user can receive bonuses and leave contact information.
- Calculators: If your product can be calculated, create a calculator to increase engagement and time on site.
- Wheel of Fortune: An interactive element with prizes that can be used to attract attention. But the results may not be so significant.
- Video: a widget with video content that informs about discounts, promotions or other offers.
Details:
- 1-click order form.
- Certificates, licenses, documents that can increase user confidence and add advantages in commercial factors.
- Video from production, office or clinic.
- Free services (for example, calling a surveyor or scheduling a consultation).
- Photos from production or workshop.
- Information about the configuration of goods or services.
Commercial factors for online stores:
- Assortment of goods.
- Correct organization of categories and subcategories.
- Filters for selecting products.
- Promotions, discounts, special offers.
- Information about guarantees, methods of payment and delivery.
- Detailed descriptions of goods.
- Installment, leasing or credit options.
- Product comparison functions and a shopping cart with the ability to quickly place an order.
- Contact information, including phone number, address, opening hours.
- Information about the company, including details and availability in business directories.
- Reviews and presence on social networks.
Commercial factors for service sites:
- Convenient navigation through services.
- A clear USP (unique selling proposition).
- Separation of services by target audience (for example, for medical clinics, beauty salons, etc.).
- Description of services, calculators, prices.
- Answers to frequently asked questions (FAQ).
- Reviews, cases and successful examples of work.
- Feedback forms, online registration.
- Availability of certificates, diplomas, awards, as well as significant achievements of the company.
- Social proof, such as media coverage.
- Infographics, blog, affiliate programs.
How to correctly draw up technical specifications for website development for a designer
- Make a list of typical website pages (from 7 to 20 pages with different designs).
- Develop a list of blocks for each page and determine the placement of text on the site.
- Use prototypes for each page in your layout software.
Bottom line: Analyze competitors' websites and create better solutions. Don't be afraid to look at sites in challenging and highly competitive niches to understand what makes them successful.
If you have any questions, write in the comments, I will be happy to answer. Also, if you need website development or SEO promotion, write to us.
You can contact us for advice on any issue by email.
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