At Digital Pudding, we do a lot of website strategy. Everything from copy to sitemap to development and design, we have our hands in all of it. We outline important pages, write the content, design the website and bring it to life through the magic of programming. Before we can do any of that, though, we need to have a strategy for what we want to accomplish with the website. What ultimate goal do you want it to achieve? What do you want people to do when they get there? How do you want it to be found online?
A good website starts with a modern, adaptable website strategy that keeps in mind certain trends that will be important to being seen online. What new developments have come about that makes this different from the way websites were built in 2006? Here are a few to think about when it comes to your website strategy.
Design for Mobile First
Across the board, traffic coming from mobile browsers is increasing. Furthermore, more than half of all searches originate from mobile devices and tablets. If your website strategy doesn’t incorporate a design for mobile, then you’re already behind.
When your customers and prospects look for you, they’re looking on their phones. That’s just a fact of living in 2016. In fact, Google penalizes website content that is not optimized for mobile audiences. If you neglect mobile traffic, you’re limiting the potential of your website strategy.
One of the tricks we use to keep mobile in the picture is designing for the smallest screen, then scaling up. Websites need to work differently when they’re accessed on a phone display as opposed to a large desktop. Add in features as the screens get larger. This is commonly referred to as “mobile optimization,” we just call it common sense in the modern age.
Regardless of where people find your website the first time, you need to…
Write Like a Robot
If SEO is part of your set of goals, you’ll need to write like a robot. Before anyone ever sees your website (aside from you, of course) a bot called a crawler will read it and index it to a search engine. That bot needs to understand what your site is about in order to place it in the right category.
To write website copy, you need to know how to think like an algorithm. Be familiar with common search terms for your industry. Understand ranking systems. Then, create the website copy that will best leverage how the robot who judges your website will think. Then make it friendly to actual human beings. Of course, one way to do that is to…
Feature New Content Frequently
Keeping your website active has been among best practices for a few years now. Search engines even look out for websites that contain new content as a way of filtering out older, stodgy sites. Therefore, make sure your website strategy contains room for new content every now and then.
Older websites may feature these things in a Blog section. It’s actually better to feature them on the homepage of a new website, drawing attention to what makes you special as a business. Mixing up the types of posts (one blog article, one photo gallery, a demo video, etc.) will also help keep things fresh.
While you should probably have a comprehensive content marketing strategy to go along with the updated website, which would include social media channels and other publisher tools, all you really need to do is add new posts from time to time. It can be that simple. Still, it helps to know what your brand’s voice is and what your audience looks to you to do before posting anything.
What’s Your Website Strategy?
Most of these are new twists on an old website strategy theme. As the ways the experts do this evolve, the essence remains: make relevant, valuable content for your target audience and they’ll be happy with you.
You can keep it simple and do it yourself, so long as you keep up on the major trends shaping the digital world and give customers the experience they expect. Who knows how old websites built today will look in five years?