Web Design Category

The process of putting your business online involves more than just building a website. As with other areas of your marketing your website requires careful planning to ensure it will be a success. One area which is crucial to that success, but sadly often overlooked, is a search engine friendly – or search friendly - website.

What is a Search Friendly Website?

A search friendly website is a website that has been designed from the ground up in a manner that enables the search engines to find, crawl and index the website’s pages. You may think that sounds easy but you would be amazed at how many search engines, such as Google, are unable to list a website because of technical issues.

A search friendly website should also ideally rank highly in the search engines for keyword phrases related to your business. Personally I would take search friendly a step further and say that a search friendly website is a website that is also user friendly. By that I mean a website that users (your customers and prospects) find easy to use and engage with.

What Are the Benefits of a Search Friendly Website?

A website that looks great but has no one visit it is not very useful. It’s kind of like a bricks and mortar store that is tucked away out of sight, and no doubt out of mind. The search engines are like busy shopping strips and ideally you want your business, or website, to be positioned up front and centre so you can attract lots of prospects and convert them into customers. A search friendly website can deliver this prime position to you. Some additional benefits of a search friendly website include:

• High visibility in the search engines;
• Increased targeted traffic to your website;
• A website that is search friendly is usually more user friendly – meaning your prospects will find it easier to use and therefore convert into customers;
• Saves you time and money by not having to find someone to optimise your website after it has been built;
• Increased customers and sales!!

What Stops a Website From Being Search Friendly?

As I mentioned above you would be amazed at the number of websites that don’t appear, let alone rank, in Google purely because of the way they are built. Here are some common issues that can harm your website and stop it from being search friendly:

Frames

In the earlier days of the internet frames were hailed as the next big web design weapon. These days frames are probably one of the worst offenders when it comes to having a search friendly website as most search engines cannot follow links via frames. Even if a search engine does index your pages it is usually just the content of the page so a user is taken to a page of your website’s “content” with no visible logo or navigation as they are part of a separate frame.  Frames also cause problems for users when using the browsers back button, printing or bookmarking a page. There are some remedial fixes available but they really are an interim fix until you can get your website re-designed.

If your current website has been built using frames I would highly recommend you consider redesigning it.

Flash

Flash is not the total search engine friendly killer it once was but you do need to ensure that the web designer who implements a flash website for you either develops a HTML version of your website or creates a website that can incorporate Flash within your HTML “search friendly” website.

Again I would avoid a purely Flash built site if at all possible.

Dynamic URLs

Dynamic URL’s are generally seen in e-commerce websites and Content Management Systems (CMS) that have not been designed in a search engine friendly manner. Here is an example of a dynamic URL:

• http://www.mywebsite.com.au/products.php&123=prod762&subproduct

Re-written to be search engine friendly the URL would look like this:

• http://www.mywebsite.com.au/products/123/prod762/subproduct/

Dynamic URL’s can cause problems with the search engines who may find them too complex to index. Generally speaking they can be avoided by ensuring that the system you use allows search engine friendly URL’s. If your website already has dynamic URL’s your web designer should be able to work with you to correct the problem.

Splash Pages

A splash page is usually the entry point of your website which contains an animated image/message and not much else. Apart from all the usability issues I’ve raised about them in the past they generally contain no content a search engine can index which makes them redundant to the search engines as well as your users.

Poorly Implemented Page Title and Meta Tags

Unique well crafted page title and meta tags on each page of your website help the search engines to understand what each page of your website is about and rank it accordingly. A website with the same page title and meta tags on each page makes it difficult for the search engines to understand the contents of the page which in turn will affect their ability to rank the page well.

What To Do If Your Existing Website Is Not Search Friendly

If your existing website has not been built in a search friendly manner I suggest you talk to a web design company who specialises is search friendly web design to see what can be done to rectify the problem. They may be able to make changes to your current site, or re-design it to ensure its search friendliness. A company that specialises in search engine optimisation (SEO) may also be able to help you.

It’s also important to review your current site for it’s potential to convert visitors into customers. If the design is not up to scratch in this regard t may be better to re-design the website from scratch.

How Can I Ensure My New Website Is Built In a Search Friendly Manner?

The best way to ensure your new website is built in a search engine friendly manner is to find a web design firm who understands the importance of search engines to the success of your website and has knowledge of search engine optimisation and search friendly web design. Alternatively select web design and search engine optimisation firms who are happy to work together to ensure your website is search friendly.

The best way to find companies who have this expertise is by doing your homework, asking questions and looking at other sites they have built to see how search (and user) friendly they are. If they don’t seem knowledgeable and/or interested in search engine traffic I would suggest you run, not walk, away.

Conclusion

A search friendly website is vital if you want to receive targeted visitors to your site from the search engines, such as Google. Ideally having your website built in a search friendly manner from the ground up is the ideal way to go, however if your site has already been built talking to the right people can help you rectify the problems and reap the reward of targeted traffic to your website.

I had a great time working on the A Flower Affair website. Jennifer, the owner, was a pleasure to work with we and we’re both thrilled with the result.

A Flower Affair are a Williamstown and Newport florist who specialise in stocking a wide variety of seasonal flowers that are selected for the freshness and quality of the blooms. If you’re looking for flowers and are in the area I highly recommend giving them a call or dropping in.

Oh, and the gorgeous commercial photography is by my talented hubby Raoul.

I am often asked what it takes to build a successful website. Of course web design, usability, search marketing and the like are vital but the most important element is teamwork. Teamwork between the web designer and the client. If this teamwork is not there it doesn’t matter how good the site looks, or how usable it is, it probably won’t be successful.

So how do you acheive this teamwork? Start by understanding that as the client you will need to spend time on the project. Yes you are hiring a web designer to build your website but you need to be able to educate them on your business, your products and services and your site goals.

It is also important to define who has what role from the beginning. For most parts of the site it should be pretty clear but one area that crops up again and again is the website copy or text. It is vital that you and your web designer clarify this at the beginning. If it is you, the client, who will be providing this, talk to your web designer about what they expect and the format it should be in. If the web designer will be writing your copy understand that you will still need to provide them with information and some of your time so they have a foundation to work with.

I guess what I am trying to say is the more you are able to work with your web designer the more successful the outcome of your project will be. If you lack time or resources talk to them in the beginning so you can come up with a plan that will work for you both.

I read your articles monthly in ‘My Business’ and always find them inspiring & helpful.We have just completed our website & referenced ‘Don’t make me think’ at your recommendation – very helpful, thank you!

Do you have a book/s you could recommend we reference to help us with generating enquiry online? Our site is set up as e-commerce, with customers able to buy online. We design & sell kids t-shirts.

Thank you, have a nice day! Nadia

Nadia has been patiently waiting for my reply to her question. Thanks for your patience Nadia!!

Here are some books and websites to get you started:

The Big Red Fez: How To Make Any Web Site Better by Seth Godin

I am a fan of anything by Seth. This book in particular is a practical guide to make your website more attractive to visitors. It’s simple and straight forward and well worth a read.

Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads by Lance Loveday and Sandra Niehaus

I love this book. Absolutely love it! They speak my language. It’s filled with practical web design tips to help you increase conversions and online sales.

Call to Action: Secret Formulas to Improve Online Results by Bryan & Jeffrey Eisenberg

Another great book by the two of the most respected guys in the industry. Call To Action provides vital information to improve your online results. Questions it covers includes: Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want?

Why We Buy: The Science of Shopping by Paco Underhill

Not a book on e-commerce per say but a great primer on the science of shopping by a respected industry leader. I’ve found many of the principles can be applied to the online world too. Update: Just found this version that has been revised to cover the Internet.

Tested Advertising Methods by John Caples

Another “bible” or proven selling techniques. Again not an e-commerce book per se but a great book on creating powerful headlines, copy that sells and layouts and illustrations that attract attention.

Finally, if you want to work on improving the performance of your e-commerce website you can’t go past the following blog:

Cre8pc Usability & Holistic SEO by Kim Krause Berg

Kim is one of the most highly respected usability experts online. A great blog with heaps of good advice on improving your website.

I’m sure there’s heaps more out there but if I don’t get this posted I never will so feel free to post your own recommendations below.

With a four and a half month old baby I’m suddenly doing a lot more of my shopping online. Along with the convenience I’ve found it’s helped me get an even greater insight into how different businesses approach selling products online.

One glaringly obvious way I can compare businesses is in their communication. And I am amazed at just how differently they communicate. From people who email me every step of the way to those who I don’t ever hear from until the product arrives at my door. Can you guess who I prefer?

Once I’ve found what I’m looking for and handed over my credit card details I really want to know that my order has been received and you’re sending it out to me. It’s not hard to acknowledge an order and to keep your customers informed of where you’re up to in the shipping process. It takes such a little amount of time - or can even be automated - so I wonder why so many businesses don’t do it. Can’t they be bothered? Is it to much work? Don’t we, the customer, matter? Perhaps the web developer who built the site didn’t emphasize how important it is. Whatever the reason I can tell you which businesses get my repeat orders. And I suspect it’s the same for their other customers too.

If you run an e-commerce website make sure you communicate with the people who order from you. Do it clearly and do it often and you’ll be in a much better position to reap their repeat business.