How to Design Marketing Website
Source: Shangpin China |
Type: website encyclopedia |
Time: October 22, 2013
Marketing website construction It is a very popular and hot topic at present. The popular topic is even out of date. The reason why this is said is that many website construction companies do not talk about the concept of marketing websites anymore, but upgrade to various new packaged concept names such as "profitable websites", "automatic transaction websites", "100% automatic transaction websites", etc.
And about marketing Website construction There are a lot of articles on the Internet, but they are all the same. In addition, Caigen Tan's online marketing agency found in its practice of serving traditional enterprises that most of the SME staff did not have a comprehensive understanding of marketing websites, and even many website construction companies did not have a concept. They just thought that websites with some functions or features of search engine optimization (SEO) were marketing websites, and then relied on their own service products in this regard, Misleading customers.
What is a marketing website?
In short, a website (online store) with a high conversion rate is a marketing website or online store. Marketing websites should at least have a good customer experience, complete and secure functions, content with strong sales force and credibility, and websites with internal optimization features of search engines. Therefore, marketing websites are definitely not as simple as static URL addresses or pure static page processing, website maps, keyword stacking, and background custom META tags.
Basic characteristics of marketing websites
I once shared an article on the seven elements of the planning and construction of a marketing website, which summarized a marketing website as follows: a clear structure and process, a powerful visual expression, a powerful commodity display, content with great credibility and deep value, in line with the rules of search engine optimization It has sound sales and customer service links and safe and convenient hardware support. If you are interested, you can search for details.
How to plan a marketing website
The ultimate goal of online marketing is to achieve the ultimate sales, and any marketing should be analyzed from the target audience analysis, competitor analysis, own enterprise insight and other aspects to develop appropriate marketing strategies and plans and gradually implement them to achieve the ultimate sales goal. To plan a marketing website, you must first analyze it and then plan it. You can't design and develop it without any ideas, which can only waste time and resources.
Overall positioning
What is the main purpose of the website? What makes money? Who is the target audience of the website and what are their characteristics? What are the core advantages of the website? Only by first defining the purpose, direction, strategy and style, and then planning the website around the strategy, can we win customers and business war!
Structural planning
The website structure planning mainly considers the logical relationship, which must conform to the user's logical thinking and guide the user. What does the user pay most attention to? What should users know first and then? When planning, users should be aware of guiding them to finally contact customer service or pick up the phone.
Visual layout
First determine the basic color and auxiliary color of the website, and then draw the DEMO frame diagram on the home page and all the DEMO frames on the inside page according to the website structure drawing, before starting the design. When planning the website framework, you should comprehensively consider the home page, inside page and website background functions.
Search optimization
The search optimization here actually includes two parts: one is the keyword strategy planning of search engine optimization; Second, some functions of website SEO. For example, the common SEO functions required by websites include:
• Pseudo static dynamic pages: quickly included and optimized • META tag self setting: add and modify META tags in the background, and manage dynamically • Automatic keyword interlinkage: greatly increase the number of keyword links on the website, and rapidly improve the ranking • Web page structure optimization: website navigation adopts text and static links • Smart friendship links: conveniently add and manage website friendship links in the background • Intelligent website map: website map is generated automatically • File directory structure optimization: The website file directory structure and file naming are established according to the search engine optimization principles. • TAG tag self setting: it is convenient for the search engine to crawl the whole station and quickly promote the inclusion. • RSS subscription and sharing functions: facilitate the optimization of external links on the website, and rapidly increase large-scale external links
Background planning
In fact, the backstage also needs to be planned. It needs to be planned from the aspect of operation experience. How to use it conveniently and quickly, especially the matching between the front and back ends.
Sales communication
Not only the customer service contact information, but also the customer service links and personnel should be planned, such as setting up dedicated online sales personnel, or having offline business personnel concurrently, and training scheduling should be done well.
Content planning
A well planned website structure only provides columns or directories, and the real sales force is mainly built by the website content. An enterprise website should at least include: company introduction related, company brand related, company product related, company news related, etc. It must be carefully planned and written. We will not expand in detail here.
Development control and testing
Generally speaking, the front-end development in the way of DIV+CSS conforms to the rules of SEO. For the background development, Caigen Tan suggests that we should develop by hand instead of using the network open source system, because the network open source system has many functions and a huge system, but in fact, the enterprise station can't use many of its functions.
The above briefly talked about the concept, characteristics and planning steps of the marketing website, and had the opportunity to elaborate on the eight steps with a specific case.
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