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Planning your online website

These days most people will go online to research products and companies prior to making a purchase, and therefore, your site may be the first chance you have at making a good impression on a potential buyer. A website is increasingly an important part of your business and without one, you are missing out on one of the most powerful marketing tools available to you.


Planning a website is just important as planning for anything else in a business. So how should you start planning and how should you go about doing this? This article aims to explore these key questions to get you up and running.


Target audience


The first thing to do when planning your website is to have an idea of who you are trying to reach as this has a huge implication on how you structure your site. Understanding your target audience, or, at least, identifying who you are speaking to will help provide clarity as you plan your content and layout.

Once you’ve identified the primary target audience for your website, you can prioritise the content your users will be looking for and therefore creating content catered to their expectations. It is key you get your audience right as this will impact upon key features such as images, colour theme, font style and layout used. For example, when businesses are looking for industrial units to let, their needs will be different from regular homeowners. You’ll therefore need to make sure you’re including whatever it is that your target audience will want to be able to do on your website.


Content copy


A content copy is crucial in developing a good website but can be a number one cause in delay. Before jumping into writing content for a page, make sure you have a good idea about the main topic of each page and the topic that is relevant to your users. It is good to brainstorm different areas in which your site should focus on and then narrowing these ideas down.

Once you have an outline of the main topic, break this down into small manageable sections and bullet point what you want to be written on each page so that this doesn’t become too overwhelming.

When drafting a page, a lot of writers always want to make this perfect first time, however, this can often become too time-consuming, the best thing you can do is to write as much as you can. Once you have it all down, you can then go back and make corrections and changes.

To ensure the content is relevant and clear to the target audience, ask yourself:

• What is the purpose of a user coming to my page?
• What information do they need to know about?
• What keywords will the user use when they are searching the website or the services/products that your business offer?

Whichever way you plan to write, ensure that the tone is consistent throughout so that this reads well to the user.


Where to place your site


In order to gain as much exposure as possible, it is a good idea to promote your website on different search engines such as Google. You need your website indexed by the search engines so it can be listed. If you’re planning to have this on Google and Bing, then these links will help get you started:

Google - http://www.google.com/addurl/?continue=/addurl

Bing - http://www.bing.com/toolbox/webmaster

To get a high page rank when a user searches through search engines, you would have to do Search Engine Optimisation (SEO) so that your website appears near or on top of the results list. For example, at Workplace Property one of our keywords is “Industrial units to let” as this is a term which a user could use when looking at commercial property or office spaces to rent, so we try to write content around this in order for the search result to appear relevant to the users search term. Therefore, try to think what search terms you want your website to appear under.

After following these steps, you will hopefully be picked up by the search engines, and have a clear, concise site aimed at your target audience. However, do test your website thoroughly before the launch to ensure all links are working and that there are no mistakes. This could also mean getting feedback from family and friends to see what they think of your website and whether it can be improved.

Workplace Property has over 35 year's experience providing commercial property and industrial units to let for start-ups in the region of Peterborough, Stamford, Bourne, Deeping and Spalding.

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