Lost in Translation?
A good Web developer can properly position a company to accomplish this task internally, she said. Ask to be pointed toward a quality content-management
system (CMS), such as Drupal or Joomla, that will ease upkeep. CMS is typically a Web-based tool that allows an in-house administrator to easily change text and/or graphics by generating the necessary HTML codes automatically.
Immersion technique #2: Put a lot of time initially into your site’s organization and hierarchy (how each page links to the next), Williams suggested. Use sticky notes to shift and rearrange pages so the navigation follows an intuitive order.
The Search Starts Here
No matter how good your site looks, nothing will matter if people can’t find it. “Search engines currently generate 75 percent of everything that happens online and I don’t see that changing anytime soon,” Lurie maintained.
Implementing quality search engine optimization (SEO) tactics on your Web site will help improve your rankings when a customer searches on Google and the like. Simply, “People aren’t going to click through 199 results just to find you,” said Heather Lloyd-Martin, president and CEO of search marketing solutions provider SuccessWorks in Bellingham, Wash.
According to Lloyd-Martin, you can split your game plan into three areas of opportunity: technology, content and link strategy. Starting with technology means going back to your Web site’s design. If your site is password-protected, primarily image-based, or built on an older CMS system, these things could affect how the search engines read your pages. Lloyd-Martin related a good rule of thumb to keep in mind: “When you have a site that’s good for search engines … it’s good for users.”
From a content standpoint, both the caliber of the copy and the addition of keyphrases (the search terms by which you’d like your company to be found) helps your pages rank well. Deep, rich content, such as white papers and executive bios, clues search engines in to the fact you’re a quality site with quality information.