Hi, I’m Alex Bungener and I’m the founder of Digital+ LLC and we design websites with search engine optimization incorporated into them. What what I want to talk about today is: how do you design the pages you create for your website?
What Do You Want to Be Found For?
The first part that you need to do is figure out what services or product line that you want to be found for. Let’s say, for example, that you’re a plumber. If you want to be found for instant hot water heaters or tankless hot water heaters, you need to have a web page specifically about tankless water heaters. Same thing goes for other topics such as water heater replacement or bathroom remodeling. So you need to determine what services you want to be found for and then build those pages for your website.
Content and Internal Links
Within that page, the most important thing is the content. The content needs to be specifically about that service or product line, but you can also reference other services. A great tool you can have at your disposal is called an internal link, or a link to the page about that specific service. For example, you have a page about the tankless hot water heater. Most of the time that’s a replacement thing because somebody already has a hot water heater that is not in good shape and they’re thinking about replacing it and thinking about doing a tankless hot water heater. So what you could do is within that content is say something to the effect of “water heater replacement” and then have that link to the water heater replacement page. It’s called an internal link, and Google loves it!
When you’re talking about the content, you want to have a minimum of 300 words because Google doesn’t consider the content to be educational or informative if it’s less than that, and Google wants to deliver the most relevant results based on the searcher’s intent. So to accomplish that, you want to have at least 300 words on the page. If you’re doing a blog post, it needs to be a minimum of 500 words. Better yet, have it over 800 or 1,000 words because that has more SEO juice. Google started doing that about a year ago—giving more weight to the longer blog posts. That’s the part about the content.
I’ve already alluded to the structure, and that is having a page for each one of the different services or product lines that you want to be found for. What’s a good idea if you’re a service-oriented business—say, an electrician—have a services page that talks about the quality of your service and things like that. Have a list of the different services you want to be found for on that page and have each one of those link to the page about that specific service. That’s how you want to do the structure and that’s that internal linking I was mentioning before within the content, because Google likes that internal linking. Plus, it makes it much easier for the person that’s on your site to get to where they want to go.
Make Your Website Mobile Friendly
Then the other extremely crucial part: is your website mobile friendly? What we mean by mobile friendly is not that your website comes up on the phone; it’s whether your website is easy to use on the phone. In other words, not expanding the screen with your fingers in order to read it. No going left and right in order to read it. If your website that you see on a computer is exactly the same on the phone, you are killing your SEO. About four months ago or so, basically in October-November of 2016, Google started to gauge and grade your mobile version of your website first before they even look at the PC version of your website. So now the SEO score for your website is based on the mobile version being most important and the PC version being the second most important. So you’ve got to make sure that your website is mobile friendly.
How do you make it mobile friendly? The easiest way is by having a responsive website. WordPress is a great platform for that. Joomla and Drupal and other ones also have the responsive website design, but responsive website design is not 100 percent mobile friendly. And the reason I say that is because there are typically a few things that you don’t need to make obvious on the PC version that you need to have on the mobile version. One is the big fat thumb button. You want to have an obvious call button on the mobile site, so it’s dead simple for the person to just sit there press a button that automatically connects to their dialing program on their phone and calls you.
Same thing with a map button. If people come to you, such as a restaurant or a retail store or a dental practice, you want to have a big fat map button so that they can sit there and press it and go to your location. This is especially important for a brand-new customer who has never been to your place before.
The other possibility, which is not as important but it could be, is “contact us,” or a big contact button. I recommend having a contact form on every page of your website except maybe the home page because a lot of people do the searches at night when you’re not open. So you want to make sure that you make it easy for them to contact you when they read and think, “I like this company. I want to talk to them. I want to get a quote from them.” So you want to make sure of that.
Fast Page Loading
Another thing that you want to make sure of is how fast the page loads. The reason is, again, people are using their cell phones, and yes 4G is pretty fast, but it’s not as fast as a Comcast connection. People still expect it to load just as fast on their phone as it does on their computer. You need to make sure that your website loads quickly because 67 percent of people will leave your website within six seconds. So you need to make sure that that your website loads quickly on the cell phone.
The other thing is easy navigation. That’s why you want to have those internal links because you want to make sure that it’s easy for them to get to what they’re looking for. People will arrive at your specific pages. Say you’re an electrician and someone’s looking for electrical repair. They’re going to land on your electrical repair page. So that’s why it’s important to have that contact form on that page because they don’t have to leave it in order to get in touch with you. This makes it very simple, easy navigation. The other thing is you want that call button on every page not just the home page or the Contact Us page. Make it super simple.
So if you do these things with your website, you’ll optimize it to capturing a new customer and getting them to decide to reach out and contact your business.