The website is one of the building blocks of online marketing, and its success depends on the clear organisation of information. A precise web tree will facilitate understanding and user experience. Here are a few tips for creating an online platform.
A large number of sales in the physical world are influenced by the internet. Web users browse search engines day and night to find products and services. Companies not on the internet risk leaving the way clear for their competitors.
Choosing your domain name
A company must appear under a single identity on the internet, whether on its official website or on social networks. A combination of names may well lose potential customers. The SME needs to quickly find out whether the name it wants to use online has already been acquired by another company. Thanks to websites such as www.nic.ch or www.eurodns.com, you can find out which domain names are still available.
If the required website has already been acquired by someone else, it is often possible to buy it. This process can be lengthy and costly. Adoption of an alternative name, referring to the company's values and/or services, can prove effective. For example, Suisse Tourisme has opted for the original name myswitzerland.com.
Creating a website
If the company's goal is to create a simple website, it is possible to ask an employee with basic IT knowledge to do this. Development platforms such as Aboutme, GoDaddy, IONOS, Jimdo, Squarespace, Strato, Webnode, Weebly, Wix, WordPress, or Yola are inexpensive and effective solutions which are easy to use. If the company wants to produce a complex, dynamic website, using the services of a professional is recommended.
The key criteria for a good site
A quality website must:
- Present the services and/or products supplied by the company.
- Give the opening hours, phone number, postal address and email address of the company.
- Convince the customer of the quality of the services and/or products supplied by the company.
- Use effective keywords to describe the website, which positions it high up in search engine results (see SEO: how to improve your online visibility et Referencing on search engines).
- Optimize website for mobile devices such as smartphones and tablet computers.
Innovative products and services require detailed explanations. Innovative services should be explained, for example, with clear graphics, precise procedures, and well-placed CTA (Calls To Action, see glossary). In addition, it is recommended to prioritise information. Internet users read diagonally. To simplify their journey, you have to organise your content as a well-structured file.
- Logo and baseline: Located in the upper left corner, they immediately identify the company’s activity.
- Phone number: In the upper right, it facilitates direct contact.
- Press review and customer references: Logos, articles, and testimonials strengthen the legitimacy of a company.
- Team presentation: Authentic portraits help to humanise a brand.
- Labels and certifications: They attest to the company’s know-how and reassure the user.
You also need to ensure that certain formatting rules are followed:
- Titles and subtitles: Logically structure the texts.
- Typography and highlighting: Change the font (size, bold text, italics, etc.) to capture attention.
- Colours and backgrounds: Alternate shades and frames to liven up the read.
- Bullet points and paragraph breaks: Air out the content.
- Layout in columns: Avoid lines that are too long.
It is also essential to set clear benchmarks. For intuitive navigation, ensure that the site includes:
- A breadcrumb trail: To locate the user in the site tree.
- A search filter: Essential for e-commerce sites, it refines searches by criteria.
- An internal search engine: Indispensable for large sites, with automatic suggestions to facilitate access to information.
Explanatory videos, FAQs, and online chats are additional assets to guide and reassure the user. You also have to develop the content according to your conversion goals and the target audience to ensure relevance.
E-commerce
The next step is to adapt your website so that it can sell products online. Producing such a platform is technically complicated, because a lot of elements need to be included. Using the services of a professional is recommended. On an e-commerce website, a customer must be able to:
- Learn about the products;
- Place an order;
- Make a secure payment;
- Provide personal details to allow delivery.
For more information about e-commerce, see:
