The COVID-19 pandemic has created significant challenges for brands and their positioning because, at a time when people are looking for information, entertainment and even consolation in their content, websites have become both a calling card and the perfect hook to engage with key audiences positively and efficiently.
But what makes a good website? The truth is that success is achieved through several factors, and chief among them is understanding who the people you want to connect with are, and their expectations towards your brand.
Sherlock Communications’ digital team, made up of experts in the development of marketing and digital PR strategies, has highlighted 4 aspects that must be considered to take full advantage of the demand brought on by the pandemic, and increase traffic to your website.
Any strategy is doomed to failure if the basics aren’t properly addressed. For starters, it is key that the domain is linked, easy to remember, and represents the brand so that people can access it in a simple way. Also, hosting must include geolocation that allows the website to be found in the search engines.
Let’s be frank: everything enters through the eyes, and one of the key answers to what makes a good website is the design. It is important to clearly present information, make it easy to navigate and even fun, so users feel like sticking around and constantly returning to inform themselves further. One more thing that will certainly make a difference is a responsive web design that performs on any device.
The website has a reason for existing, and that is to connect consumers with brands. It follows that the structure must be simple, clear and functional, so the user can find their way around without it being a challenge. You should also highlight your goal. If yours is a sales-generating website, transactional apps need to work perfectly, as does customer service response.All of this is key to making a good website.
As the website is intended to be informative, it is recommended that you include links that redirect the user to the brand’s social networks. This reinforces positioning and awareness.
This is a very important point when you consider what makes a good website. Whatever type of content your brand produces, it must always respond to your users’ needs. For example, in this time of pandemic, it pays to ask what kind of information people are looking for, and how one can create original and functional content that they like so that their visits increase. Very important: your content must meet four criteria that are not up for discussion.
- It must be original
- It must have perfect grammar
- It must have evergreen subject matter, and be newsworthy
- It must include keywords that allow you to position the page in search engines, always reinforcing what sets your brand apart.
Not that complicated, is it? It’s just a matter of identifying what you want to broadcast and what your audience is looking for. We’ve highlighted what makes a good website. And if you require expert assistance, we would be happy to help.
This publication is part of our quick PR guide. Check out the blog or follow our Social Media channels (@sherlockcomms) to read more new content written by our team.
