Web Design And Internet Marketing TipsBy NetSpeak Solutions – NH Web Design & Internet Marketing Specialists

The Key Steps to Achieving – “Web Design for Marketability”
by Stephen Dow, NetSpeak Solutions. A NH Web Site Design and Web Marketing Firm

1. Domain Name Selection

The first step involved in developing a website is deciding upon (and registering) one or more domain names through a reputable company. We also recommend adding “private registration” as an option (to hide your identity as the domain owner, and to eliminate a source of spam). This option costs a little more, but it’s worth it!

Also, even though you “technically” can use any domain name for a website, the first rule to follow is that it’s best to register one that’s easy to type, and to remember. And contrary to popular belief, you “don’t” have to register a domain name that’s the same as your company name. It might be better to come up with a domain name that includes some obvious search keywords also related to your ultimate content. Why? Well even though the “big 3” search engines pay attention to your web content primarily, they also look over the characters in your domain name. The current prevailing wisdom is that they also “give you extra points, so to speak” for those domain names that contain search terms and related content. This means that this “can” help you rank better to some degree (because search engines calculate their natural search results with this – and other factors – in mind).

However, if you can’t find this kind of domain name, all is surely not lost. This is because there are billions of websites out there, and millions rank #1 without such domain names. Also, there about 100 variables used by search engines in their ranking algorithm (especially Google, Bing and Yahoo). So, content, and other factors are really “key”. Moreover, since each search engine weighs their algorithm variables differently, think of this as a recommendation – not an absolute. The bigger point is to make the process of ranking on a major search engine easier rather than harder (more on this in a future post).

2. Looking Over the Competition, Obtaining Keywords, Determining Navigational Structure

Look over other websites that compete with you in some way (at least those that cover the same “content topics” that you intend to). You may need professional Internet marketing help to do this effectively because you must know how to determine as many of the possible keyword phrases necessary in order to obtain optimum results. The exception to this is if you’re a local company and you know all of your competitors. If you’re competing nationally though, it’s best to seek out a professional Internet marketing and web design firm or agency to at least review what you do. It might be wise to also involve them in picking a domain name?

Once you review your competitors, closely analyze what they do well, do poorly, and, what they don’t do. This is also best done with the help of an Internet marketing professional – but you can do it if you take great care. Just remember that this is one of the most important phases in the development process – so don’t take it lightly! If you do, then your website will be little more than a billboard in a desert – since it will lack an appropriate search foundation.

During this phase, you may also find more keywords and related content to improve search engine ranking. But best of all, you’ll end up understanding what your site should “be”, and you’ll be able to devise your main navigational (linking) structure for your site (this defines the “most import” and “minimum number” of pages needed). After all this has been completed, you can focus on the actual design and development process.

3.0 The Web Design and Development Process

The intent of the web design process is to come up with “a look and feel” that is eye catching, but not cluttered (part of what is called Web 2.0). The many guidelines and technologies involved with Web 2.0 are both good and bad in nature. However, the key to it all is that function (navigation and content) always over-rides form (e.g., the overuse of images and technologies, like Flash animation).

Too many images and animations on a page slow down page loading (which is also a factor in website ranking too). In addition, since it’s impossible for any search engine to read text that’s been embedded within a graphic or within a Flash animation, you must avoid using your keywords within these types of files. This is just one way “clutter” can begin.

Next, you must provide all the content that each page needs. You can have a web design and marketing company do this for you (yes, it takes time, so it will cost you – but it may be necessary for ranking well). As for content, focus primarily on text you already have (like that which is found in brochures, flyers and other documents). This information will be a great help to you and/or a web design and marketing company (rather than developing it all from scratch). You should also obtain customer testimonials – between 5 and 10. Finally, you’ll need all the logo files, photos, download files (like pdf’s) and audio/video files that provide important information to site visitors.

Some of this may need to be provided “after” the design process has commenced. However, it’s much more efficient (and cost effective) to have as much content available in advance. If you have to develop content from scratch for a page or other file, then expect a hold-up to the design phase at some point. Also, if you’re using a web design and marketing company to develop your website, they should make your “growing site” viewable through a temporary web address provided to you.

Once you have a “design” that you like, you must fully review the site (checking for spelling errors and that all the links are sound). Then, you will eventually give the “okay” for the site to go “live”. When it does go “live”, t will be viewable by simply typing your domain name into your browser. But first, to make your website “live on the web” you will need a hosting company account.

4.0 Website Hosting Companies

An account with a hosting company enables your web pages to be uploaded onto special server computers. These server computers are connected to the Internet near its “main hub” (much nearer than you and I can connect to it). The closer a hosting company is to the main hub of the net, generally the better your site will rank. Although you can’t actually determine this easily, a hosting companies’ history of good service and moderate price is a good indication. Hosting accounts also enable you to establish email accounts that utilize your domain name following the “@” symbol. They also offer webmail accounts and other important features.

NOTE: There can be HUGE differences in the services and costs offered by hosting companies. Thus, it’s VERY important to pick a good one. It’s also a good idea to setup monthly payment for services; so you won’t be stuck with a big bill should you need to find another host company for your site. Good “shared” hosting accounts (on a UNIX server) typically costs from $6.00 to $11.00 per month. Dedicate or “virtual dedicated” hosting accounts are much more expensive and generally unnecessary for most users.

5.0 Launching Your Website

Once your site has been thoroughly reviewed, and deemed “complete” (by you), you are ready to make it live, your registered domain name is re-pointed to a nameserver dictated by your hosting company. Once this is done, it takes anywhere from 6-72 hours before you can view your website from a browser – using just your domain name. Going “live” is a great feeling – whether it’s your first time, or your 200th!

Next, depending upon the scope of your project (and size of your company), you can begin focusing more on the process of building a brand presence. This is accomplished by search engine optimization, through social media networking sites and blogs. If you have a search engine marketing optimization arrangement with your web design and marketing company then they should provide a variety of services aimed at making your website appear in the top 10 (or higher) on the free “search engine results pages” (called SERP’s). This can take several months though – depending on the number of competitors that exist in your market.

6.0 A Review and Some Additional Tips:

1. Develop a simple, user friendly, easy to follow navigation scheme for your website.
2. Listen to your web designers and search specialists about how to develop your website for a “good look and feel” while also making it “search engine friendly”. If you don’t do this, then you’ll NEVER achieve high rankings on the three major search engines. So, your web design process would end up being a waste of time and effort.
3. Track your website visitors using the analysis tools provided by your hosting company (using their control panel). Not only will you learn about “hits” and “visits”, more importantly you’ll learn about “how” people use your site. In addition, some analytic software enables you to see the keyword phrases used to find your website. There are more tools like this that are also available.
4. If you will have a large website, consider including “site search” to help people find the information they really want to see, and find, more rapidly.
5. Design your website so that it looks essentially identical when viewed in ALL web browsers. This is often overlooked!