A marketing website exists to promote and to sell, and the customer comes first. The design and the content plan have to demonstrate the company’s strength and the product’s advantage, and the whole structure has to make the site stand out among competitors, hold the visitor’s attention, and keep steering them toward making an enquiry.
Planning the content
Start with competitor research, then plan the keywords for the whole site. Every page and every section gets its own set, and the landing page content, the layout and the advertising copy are written against those keywords rather than around them.
The content itself covers the product — its technical points, the production process or the plant, shown on video — plus company honours, customer reviews, case studies and the service advantage. The job is to display all of it, and then, having got the visitor’s interest, make it easy for them to ask a question from wherever they are on the page.
Enquiry routes
An online chat tool, staffed or automated, is the most direct of these. A live tool can see who is on the site, what they have looked at and which keywords brought them, and the agent can open a conversation from their side rather than waiting for the visitor to start one.
Alongside it: QQ, a WeChat QR code, a phone number, and an online form that captures the enquiry. A free diagnosis or consultation offer is a good reason for a visitor to leave a number they would not otherwise leave.
SEO
1. Set the title, description and keywords for every page, define clean URLs, submit a sitemap, run 301 redirects, build a 404 page, tidy the code structure, and keep the site hierarchy within three levels.
2. Update the content continuously. Articles have to relate to the industry and to the keywords the site is targeting — content published to fill a calendar does nothing for either.
3. Work on external links. Inbound links measure how much the site is valued, they lift the authority of the page they point at and of the site as a whole, and they affect search traffic and rankings directly.
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