Posts Tagged ‘web usability’

SEO and Web Design

April 10, 2008

When organizing content for a web site and trying to determine what web pages should be included – keep in mind several different things that will be good not only for the visitors but for search engine optimization.

Write informative content that is to the point and written more like an executive summary.  Tell visitors what they can expect to find, and tell them in a way that’s easy for them to click through to the information that they are most interested in.  
Step back from your web site for a minute and see if you have defined what it is you would like your web site to produce in the way of business. These questions might help you get started:

  • – Is it an information site?
  • – Is your site an e-commerce site where visitors buy something immediately?
  • – What is the overall intent of the web site?
  • – How well does your content match your intentions?
  • – Who is your intended target market?
  • – Are you addressing consumer needs or trying to fit the consumer into your needs?
  • – Executing Your Web Site’s plan
  • – Does it have the look and feel as your print advertising, e-mailers or other advertising?
You have less than a minute to convey who you are, what you do and what benefit can be gained by visiting your site. Do you have what they are looking for? Start with the headline.

Keep it Above The Fold
 Above the fold, means that the average visitor to your web site will not scroll down beyond the information contained on their screen.  On every page, you should get your message out in the first paragraph.  Hopefully in bullet form with a clear heading that conveys the message you want conveyed.  “XYZ Is Dedicated to Helping People who suffer from….” as a header. 
Open the paragraph with the follow up…XYZ will benefit those seeking information, product, services etc…in the following areas:  then bullet points of the areas and make each bullet point to it’s own page.   Or XYZ has helped people looking for: same bullet points outlining the areas that follow the content on your site.

Sub Pages after the home page should be organized per topic.  Do not try to cram everything on one web page called, services.   Seperate out the topics and focus each page on a particular service or product area.  Use the navigation to make sure that visitors know where they are and where they came from and how to get back.

I see business owners all the time with web sites that have only a few pages with multiple topics.  Part of the problem is that web designers charged by the page, thereby limiting the business content and creating an impression that is chaotic and confusing. 

Do not worry about how many pages you have, since pages online are not real pieces of paper…and people will appreciate not having to use tons of paper because they printed a page only to discover that other issues are all crammed on that one page.

Content is good.  As a matter of fact, content is king.  The more content the better so that search engines can really mine a lot of good information out of your site.  It equals greater breadth of rankings as opposed to being found in one area only if you already know the site exists.  For instance…typing into the search box the name of your organization or its URL does not necessarily spell success in rankings on search engines.  You want search density or to be ranked and found by people looking for the type of information product or service that you offer on your web site.

A Call To Action
Put yourself in the position of the visitor to your new web site.  What would you like them to do once they visit your site?  Each page should have a clear call to action.  If your goal is to have visitors call into your office, then prominently include a phone number and benefit/suggestion that they call in for more information or a free evaluation etc.  If your goal is to have them move to the page explaining your program – then you should develop content that moves them in that direction.
A call to action can be anything from:
  • – signing up for a newsletter,
  • – buying a product
  • – filling out a form
  • – requesting a white paper
  • – calling your business. 
Make sure you define what it is that you want visitors to do – as this will help you measure your success.  If you can keep some of these things in mind, your business web site is on its way to becoming a usable site for visitors.


Jessica Faltot
Top SEO Marketing, Inc.
Driving Business Results
Specializing in search engine optimization (organic search), regional search marketing and local search marketing.