My work at the Severn Agency sees me dealing with a lot of businesses who need me to create branding for them, and one big part of that is getting their website built, starting with the initial design and layout, bringing in their branding to make sure that it all ties in and looks good. A lot of time is spent on this element, because ultimately, a company’s website is where all of the other online stuff leads to – things like social media, email campaigns, and even printed material, all eventually lead customers to a website, so getting it spot on is essential.
I’ve said it before – the online world changes, evolves, advances at a rapid rate. Even in the last 5 years, the design and function of websites and social media are very different to what they were. And businesses need to understand that websites are no longer those static, non-moving pages they once were. They need to be constantly updated, and interactive.
SEO Friendly web design
In designing a website, one of the main contributing factors is that of SEO. Of course, from a design perspective, it’s vital that the site looks professional, and includes all the elements needed to attract and keep visitors on it for as long as possible, and decrease bounce rates (how quickly a visitor leaves the site altogether).
In order to keep those bounce rates low, and to maintain the interest of our visitors, we cannot simply rely on the initial design and static content of the site – although this is just as important to get right.
These days, there is a huge emphasis on interaction, and I think that this is the key to a good website, and sadly, one which many businesses fail to understand.
In order to succeed, a website has to remain fresh and current. Perhaps that is why blogging has become one of the most dominant forms of web content – people will return to read updated content in a niche that they have an interest in, much like a newspaper or magazine.
So from an SEO perspective, having current content such as this, will be favoured by search engines, enabling your site to be found more easily.
Even before your website is at the design stage, it’s really worth thinking about how you’re going to drive traffic to it – like I said before, no-one is going to ‘fall upon’ your website unless you work on driving them to it.
It’s important that your branding includes all of your social media platforms, because it’s from here that people will initially get to know you. Integrating your social media with your website, writing regular content such as blogs or newsfeeds, and creating newsletters and emails are all part of the web design process, and are all important in getting your brand noticed.
I can’t tell you how often I’m asked to design a website, where the client hasn’t considered any of this – they simply want a website that will sit there and bring in the customers. They don’t consider all of the work that needs to go into it after it goes live.
Where design fits in with SEO
When we think about SEO, we consider things such as keywords, meta tags, titles and names – but design can do so much to help your rankings too.
For example, when you are using images for your website, whether they are product photographs, images to accompany blog posts, or any images which are used to illustrate your website, it’s important to consider that large images which ‘drag down’ the loading time of your site will have a negative impact on your search ranking. Therefore, having images of the correct size is vital.
Also, make sure that you are placing written tags within the ‘alt text’ section, which will also be considered for SEO reasons. Search engines will look for correlation between the images you use and the written content on the page.
All of this is just scratching the surface – there is much more that goes in to creating and maintaining an SEO friendly website. If you are in the process of updating your own business website, and you’d like to learn more about driving traffic, implementing new design elements, or overall branding, please feel free to contact us at the Severn Agency – we’d be happy to offer advice.