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Mobile (and tablet) friendly
Websites also need to be responsive. It needs to be functional across any platform and device. Most visitors to a website are on-the-go and, in many cases, are searching using a smartphone or tablet. These visitors do not want to ‘pinch and zoom’ their way through the website to find the information they are seeking.
Just because a website loads on a smartphone does not necessarily mean it is mobile friendly. Businesses can use Google’s free mobile-friendly test service (https://search.google.com/test/mobile-friendly) to check the mobile compatibility of their website.
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Content, content, content
Great content is what sets a website apart from the competition. It is what will improve a website’s SEO (organically) and essentially what will also drive the sale. Search engines favour great content, especially when it is updated frequently, which is why a blog is highly recommended for a company website. Blogs not only help position a company as a leader in the industry, but also refreshes the content on the site and serves to nudge the digital search engine bots, signaling them to rescan the site. This can give it a favourable boost in search results.
Remember, content is more than blurbs of information—it also comprises videos, images, titles, and social media. Stock imagery should be avoided when possible, as the Google bots are smart and favour original content over images that are used repeatedly across various websites.
Content comes in many forms, in addition to blogs and videos (as previously mentioned) this also includes category and product pages, ‘Frequently Asked Questions,’ images, press releases, and more.
Content quality is not measured by its length, either. It is gauged by how well it answers the audiences’ questions (i.e. how well it describes what the business offers in a way that solves a problem or alleviates potential mishaps for the company’s audience). If the website can solve a visitor’s problems or provide them with knowledge, a company can be rest assured its customers will continue to return.
