<img height="1" width="1" style="display:none;" alt="" src="https://dc.ads.linkedin.com/collect/?pid=504937&amp;fmt=gif">

Subscribe to IMG Digital's
MarTech Blog

5 Imperatives to Building a Killer Website

Written by Nick Simard on 04.02.19

Building a good website is not about making it complicated or fancy. In fact, sites should be clean and simple to use. Yet, you don't want to slap on a WordPress template and think you're all set.

So what does it take to build a quality site?

 

Here's a look at five imperatives to keep in mind.

 

 

1. Design, Content Strategy & Copywriting

 

Website design is simple. Include white space, a strong color palette, and a user-centric focus.

 

But while a great design is aesthetically appealing, it won't guarantee you traffic, low bounce rates, engagement or return visits.

  

To get this, you need quality content—text, images, and videos.

 

Back in the day, all you needed were keywords to rank high in the search engine results pages (SERPs). However, search engines have become smarter and now assess the quality of content vs. keyword density.

 

 

2. User Experience (UX)

 

Next up is the user experience, or UX. The UX refers to the way a visitor of the site interacts with it.

 

Some confuse UX with the user interface, or UI, which are different. The UI is how it looks; the UX is how it works. While the UI and UX are definitely two halves of a whole, the purpose of the UX is to provide the user with a seamless way to find what they want quickly.

 

If a visitor finds it difficult to use the site or find the information they need, the experience is negative. This will probably cause the visitor to leave or “bounce from” the website. If poor UX is the reason for a high bounce rate, this might negatively affect a site’s ranking. This can happen even when the site has highly engaging content.

 

 

3. Conversion Paths and Calls-to-Action (CTAs)

 

Lead generation is the online version of a telemarketer, and many websites exist for solely that purpose. However, when someone visits a site, they are anonymous. One of the main goals of a website is to create opportunities to collect information from its visitors.

 

It could be an email address, a name, or other contact information.

 

The basic structure of a conversion path is website content, call-to-action (CTA), landing page, and thank you page. CTAs are links to the landing page and can take the form of a clickable button. The CTA is where the visitor can voluntarily interact with the page, essentially signifying consent to providing their information.

 

 

4. Search Engine Optimization (SEO)

 

Most people know about search engine optimization or SEO, but not how to implement it. A website is only as good as its reach, and that requires people knowing about it. For that, a site has to rank well in an online search.

 

SEO takes many forms. Back in the day, it was cramming as many keywords and key phrases (keyword stuffing) as possible in the copy, URL, and meta descriptions. Today, it is all about relevance and organic content.

 

Keywords are still essential, but the actual content must deliver on the promise to satisfy the needs of the user. Google penalizes websites that don't follow white hat SEO in the past.

 

 

5. Tech and Security

 

The threat of identity theft and other kinds of cyber crimes have most people on edge. Most people know that it's a bad idea to insert personal details into a site that's not secure. If your website lacks security, then your web traffic and conversions will hurt. The only way to make users trust and interact with content is to use some type of reliable security technology to protect any information shared. A secure site may also do better in search rankings.

 

One option is to install an SSL (Secure Socket Layer) certificate on your site, which is free to do. Other options include TLS (Transport Layer Security), which is the updated versions of SSL.

This will change your site from an HTTP to an HTTPS URL.

 

 

Building a Quality Website 

With the five fundamentals listed here, you can build a site that ranks better, drives traffic, and boosts conversions -- all the while maintaining high security.

 

The only thing you have to do now is experiment with what works for your audience and what doesn't.

 

Need help amping up your website? Set up a time to chat and we'd be happy to help!

     Let's Discuss Your Digital Marketing Needs