What Successful Websites Do Differently

With all of the changes to SEO and online marketing in general, it’s fair to say that a large chunk of the web has either disappeared from the consciousness of search users or otherwise been relegated to areas where search is less likely to occur. The interesting thing about this, however, is that there is often a common thread running through these missing and unloved sites, and that is primarily a factor of quality. Of course, there have been great sites caught up in the net, but in general, the difference between websites that are still raking in users and converting them into paying customers and those that have gonew the way of the Dodo is the way in whic they’ve not only created their site, but in how they’ve marketed it to those who are most likely to make a difference. So let’s dive into the main factors that differentiate the very best websites from those that are lackluster at best.

They Start With Clear Goals And Measurable Outcomes

As with all businesses, any confusion in the initial stages will reverberate outwards to almost all aspects of the organization over time. To put it more succinctly, without proper planning and an idea of what you want to achieve, it’s going to be a very hard task indeed to continue in a manner that makes good business sense. It also makes sense to hire an agency that has extensive experience in the industry you operate in. This might be a property management marketing agency able to drive leads to your real estate business, or one with a background in setting up sites for a dental office. The point is that by starting with real an dtainble goals based on your industry, you can develop measurable outcomes that make sense and will move the needle.

Prioritize User Experience Over Visual Trends

It’s all too easy to fall into the trap of looking at what the current trend regarding website design might be right now and try to incorporate it into your site to sort of ride the wave, so to speak. The problem is that unless you’re happy with changing the design each time something new comes along, you really ought to avoid this approach. Not only will it cost time and money, but it can also dramatically affect the technical SEO aspect of your site and potentially cause issues surrounding brand confusion. Instead, the top websites will create their own brand identity and stick with it, only changing once in a blue moon to avoid things becoming stale.

Treat SEO As A System, Not A Checklist

Yes, SEO is still a thing and actually an incredibly viable option for seeing a pretty tremendous ROI when performed correctly. The issue that many poorly performing sites face is that they are seemingly putting in all of the effort and money into what they perceive to be the best SEO practices without seeing any results. This largely stems from looking at SEO as a checklist of actions that need to be ticked off before moving on to the next. Conversely, the top-performing sites will use SEO in a more holistic manner, whereby they treat it as an ongoing system that needs to be nurtured via monitoring and analyzing their site and user base.

Create Content With Intent, Not Volume

The unfortunate truth is that back in the day, Google kind of made it all about volume, and the more you were able to post, the more likely it was that you’d catch a larger range of search users. But alas, with the introduction of what has now come to rule our lives, namely AI, it became evident that the masses of slop it produced made it unviable for Google to stay on this road. As such, and thankfully for those who are actually surfing the web for a reason, the tides have now turned towards those sites that offer a far more succinct approach to their content rather than pumping out thousands of posts just for the sake of it.Build Trust At Every Stage Of The User Journey

Many providers of low-quality websites tend to forget that at the end of every user is a real person, not just a pocket to be picked clean of money. Those sites that make it a point to build trust with their users are the ones most likely to succeed. This can manifest in a number of ways, including:

• Transparency in how the site functions, data collected, and how sales are made.
• Ease of doing business (i.e., making it easier to use the most common payment methods).
• Social proof from real people who have used and positively reviewed the website.
• Security and credibility signals (SSL, real privacy policies that make sense, professional design, etc.)

There are many more things that high-performing websites do better than the rest of the detritus that inhabits the web, but these are generally the most obvious. As long as you are willing to put in the effort, treat your users as real people with real needs, and make their lives easier rather than more difficult, you’re very likely to create a long-term business.