Key elements for a successful website

The opinions expressed are solely those of the author and do not reflect the views of Rolling Stone’s editors or publishers.

In 2021, there were approximately 1.88 billion websites online, although this number fluctuates. In 2022, we can only expect that number to grow as we continue to lead many aspects of our lives virtually. What will make your website stand out and succeed?

Having been in online marketing since 2003, an SEO consultant for seven years, and the owner of the My Wedding Songs website, I’ve seen many websites that have less than stellar results. If I were to talk to a CEO today, these are my top five elements of a website to look at for success.

User experience should be your primary design concern

Present the benefits of your product or service to your target audience. Moreover, there is a difference between the features of your product or service and the benefits. You need to know how your customers feel. This feeling must be expressed through the words on the page and the images displayed.

In less than three seconds, a visitor should know who you are and what you do. That being said, your website needs to load in three seconds or else you risk people leaving.

Finally, you need to give visitors something to do – a call to action that encourages them to take the next step. What do you want them to do? Call you, send you an e-mail, subscribe to your newsletter or make an appointment? Give them that front and center option.

Tell your story and how it all started

We all know that people buy from whom they like and trust. That being said, customers are generally more interested in you and might be willing to spend a little more if you have an inspiring story. The story can be the reason you started your business, the challenges you faced bringing your product to market, or your learning curve to success.

In order to create a connection with your customers, tell your personal story. Share photos of your favorite hobby, pets playing, or family photos you love. This will help develop a personal connection with customers.

Be sure to present your accolades as well. Don’t take it as bragging, but rather as badges of honor for your hard work. These also alert Google and your readers to the fact that you are an expert in your field and have the power to speak on these topics, making you all the more worthy of readers’ attention.

The Rolling Stone Culture Council is an invitation-only community for influencers, innovators and creatives. Am I eligible?

Show that the company gives back

Being active in the local community is not only great brand awareness, but also improves the lives of others. Additionally, people today like to see companies give to a cause that goes beyond the bottom line and are more likely to support such companies.

Choose a cause that is dear to you. We lost a good friend to breast cancer, so we got active by participating and donating to the Making Strides Against Breast Cancer walk. I was active in high school in a program that helps students succeed through financial literacy, work readiness, and entrepreneurship programs – also known as Junior Achievement (JA). Thus, our giving efforts in 2022 will target JA.

Use your pronouns wisely

For each use of the pronouns “I, our or my”, you lose a customer. OK, that’s an exaggeration, but you get the idea. When reviewing your page content, do a search and look for any use of words that refer to you when the focus really should be on your product or the customer. Then rewrite the content and talk about the benefits as shown above. Also, return the focus to the reader and replace personal pronouns with “you, your”. This, of course, excludes the section on your personal history, which is an integral part of the customer connection. Look at other areas of your website to see where you default to personal pronouns.

Implement SEO techniques

It’s such a big topic and could be its own article, but SEO is especially important in 2022. Start by researching the keywords your customers are using in search engines. What are they looking for already? There is no need to write about a topic that no one cares about.

Each page on your site should target a keyword theme. This includes synonyms and other similar common search phrases. Targeted keywords should then be included in the page title, meta description, and first heading (H1). Keyword phrases and synonyms found in your initial search should be used throughout content.

Next, answer frequently asked questions about keywords. This can be done by doing a Google search for your keywords. Then look at the “People Also Ask” section. Review the questions that are relevant to your topic and add the information to the page. Also check out the “Related Searches” section at the bottom of the search results page for more content ideas.

Finally, take a look at the top results in a search for your targeted keywords. What kind of content do they have on their pages that you can have on your site without duplicating that content? Do they have videos that you are not including yet? Think about how you can make your content the ultimate resource on the subject.

Personalization, search engine optimization and website optimization are not rocket science. You need to start with the user experience and then see your website through the eyes of your target audience. What would they do?

About William G. Patrick

Check Also

Official AvengerCon Website Launched Ahead of “Ms. Marvel” Episode 3

wonder fans have wanted AvengerCon to be a real thing ever since they saw the …