Make Your Web Site SMART - Five Life-Saving Elements Your Web Site Needs

Or, Five Life-Saving Elements Your Web Site Needs

As most of us know, having a web site for your company is one of the most important parts of your marketing arsenal. But just having a web site does not necessarily mean it's working for you.

Most marketers are content with a functioning and reasonably up-to-date site. Don't get me wrong, that's quite a feat in itself. But there is so much more than you can do which won't tax your schedule or your budget. Read on to get acquainted with the five life-saving elements of a SMART web site.

1. Strategic SEO . If your site has the pages it needs, but no site map or effectively written meta data, you're not sending enough of the critical information to the search engine "spiders" so they can rank your page properly. Make sure your description is concise but keyword-rich. Likewise make sure you cover all demographics when writing your keywords as well. And don't forget that site map!

2. Motion. This can be one of the most overlooked aspects of web design . If your design doesn't "lead" the viewer's eye (and mouse), you have a motion problem. You can lead people to where they need to go through color, typography and well-placed ads or motion graphics such as Flash or animated GIFs. Make sure you consult with your designer and have them do a "walk through" from your viewers' perspective.

3. Analytics. Technology is a wonderful thing. So is the server-side software that tracks your visitors as they navigate through your site. Make sure you know how to access your analytics and check them often, especially surrounding events or important campaigns.

4. Relevant content. Not only does the meta data need to be relevant to the site as a whole, but so does the page content. If you have a site about sharks and a page on buying a new car, the spiders may think you have a site that is not "legit."

5. Targeted design. Know thy market. One of the first commands of marketing is also one of the first commands of design. You must know who you are speaking to and design for that audience. Everything should work together as a cohesive whole...your logo, your color palette, typography and layout...all of it should send a clear message to the intended recipient.

Once you have these five elements under control, you'll begin to see major differences in the way people interact with to your site and react to it. With a healthy understanding of SMART web site marketing, you'll be well on your way to surpassing your marketing goals!