Nowadays it’s very unusual for the businesses not to envisage the creation of a website. Even the small familiar businesses created before the age of the Internet went on the digital, even if some of them were more hesitant than the others. But launching a website, whatsoever for a multinational, in billion, or for a neighbourhood pizzeria, can be easy, but it doesn’t ensure an increase for the company. The simple fact of having a website (one among some billions which always increase) isn’t enough to get the attention and the additional recognition for the company, promote its brand or increase the profit margin. The optimization for search engines (SEO), it’s the way which allows some changes in different areas of a website in order to improve the visibility in search engines and so, to find many targeted web users. But this practice has no interest if the company doesn’t wonder previously.
Before Lauching a website
The first question to wonder to launch a website with success, is the determination and the goal of this site. Is this a company which search to generate some services or some sales? The site is simply a tool of brand strategy, maybe to promote a new line of products (?) It’s essential to decide what sort of actions the site wants to encourage the visitors to take. If the aim of the site is to encourage to call the office; are there some phones and some people ready to answer the calls? To have a call from a potential consumer, but no organisation in the side of the company is as grave as don’t receive the calls.
Then, a business needs to look serious and to install a notoriety, a trust mark. This should be decided for the first business plan development, but maybe for demographic necessity it should modify that to better target the online public. We must imagine a few approaches of the Internet and the businesses should polish carefully their corporate image in the best prospects. To whom do we search to appeal ? Adapt the communication and the visual to your public to better answer them.Finally, the companies have to determinate with a realistic way, who are the rivals. On an equal competition, it’s necessary to identify the rivals who don’t lead to overcome a bam, for example a local shop in the north of a country, can be your competitor concerning the products, but won’t be it if your company is based in the south or others… It’s very important to consider the geographic and the commercial factors at the time you determine your rivals. Who is in direct rivalry with the market space, with the same products and what kind of public does it point? Even if both the two shops are clothing stores, they are aimed at different customers, and mostly are addressed to customers who don’t spend the same amount in clothes. A local shop can’t compete with an online shop which is totally involved on its picture and its web visibility, whereas the local business have already to confront to the rivals of the same town.
Numerous of the factors before mentioned must already exist in a business or marketing plan. But it’s easy to forget the essential in view of the weighty task to launch a successful website and to think about the SEO strategy to promote it. It exists some tools for helping a company to determine the best keywords for your own site, provide the traffic sources of its rivals, its confidence rating, its reputation… once the field ready, the SEO and SEM strategies can be created.
To conclude, don’t throw yourself into the lion’s mouth. To control the SEO is a very good point, but this last needs to nothing without a project well established on the paper with the estimate of the work to provide, of the potential rivals and especially the picture that the company wants to give. Pointing a maximum of potential consumers in order to your site, and your image fits at 100%, so you can hope more conversions on your site, attracting targeted people, who don’t came in by accident.
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