I get asked quite a lot about how to make a web site stand out from the crowd.
As somebody who’s been lucky enough to have had years of experience in Corporate Environments before moving on to start up my own business, I can tell you that there are quite a lot of trade secrets out there to make your site something special that really does stand out from your competition.
And whilst I’ve got a business to run and can’t go giving away all of our trade secrets (!), in a fit of madness I’ve decided to share a few of those secrets to help those people who want to have a go at things themselves…
The first thing to know about having a good web site is:
Content is King
What I mean by that is that you can have the prettiest, most functional web site in the World, but it’s just not going to be used or found if it doesn’t contain any useful information.
This means that the first cold hard fact is that it’s down to you to do the work and create some good content on your own site
Whether it’s text or pictures or some kind of useful information in a database, I’m really happy to say that one of the reasons Urban Haze’s customers have excellent, successful web sites is simply down to the customers’ own expertise in their fields and their willingness and enthusiasm to share that expertise and information through their online presences.
Please take a look at our portfolio if you’d like to see some of the success stories
The next thing to know about a good web site is this:
Design Isn’t Everything
Web sites are very personal things, and if you’re writing your own web site, then it’s sometimes very difficult to see the wood for the trees.
By this I mean that it’s very easy to take the look and feel of your site very close to heart and to get so wrapped up in tweaking the design that you never actually have enough time or effort left to be able to produce good content in your site.
Consider for a moment one of the most popular web sites in the World: Google
Have you ever seen a more basic, uglier design?! It’s a big empty white page with a multi-coloured logo and a big box to type in what you want
….yet it’s one of the most popular sites on the World
Why?
Because (this brings us back to the first point) “content is king” – behind that simple design Google have a spectacular database of information that is so cleverly created to allow you to type whatever you want in that big box, and find high quality search results that are very much related to what you wanted to find.
Now, we can’t all be as successful as Google from the start, but we can learn from their success.
In order to have a good web site, you need to separate your online presence into a few different parts:
- Content
- Functionality
- Design
That doesn’t mean you should ignore design completely, a good simple design will help make your site look attractive and not distract from the content.
If your business has a brand, then consider creating a design for your web site to match that brand
If you don’t have a brand yet, then you may want to create one, alternatively you may choose not to have one so that you’re completely open to have any design on your site, including one of the many thousands of free template designs that are out there
If you need help creating a brand from scratch or a template to match your brand then Urban Haze can help – please contact us for more information
At this point I’m going to give away another trade secret…
When building your web site ALWAYS choose a Content Management System
10 years ago, people built web sites using tools like DreamWeaver and FrontPage – and at the time these tools did an excellent job of hiding the HTML code from the person writing the site, so that they could get on with writing good content, then Software would take care of the code for you and publish everything up to the web for you, usually using something like FTP.
All of this meant that you needed to have some technical know-how in order to get your web software up and running on your computer, then it’d do it’s best to hide the code from you and let you get on with creating your web site.
Having said that, it was usually necessary to have enough technical know-how of how web sites worked, and sometimes there was also some painful maintenance of links and templates and things like that that made things a bind and eventually led to stressful late nights and grey hairs!
Of course, 10 years on and the web (unsurprisingly) has had advances in technology itself – perhaps more so than anywhere else, but these advances are not so well known.
(Again I blame my fellow geeks for hiding the technology that actually makes life easier!)
Perhaps one of the biggest advances is something called a “Content Management Systems (CMS)” and whilst us geeks love to give things complicated names and acronyms to scare the bejezus out of people and try to put them off having a go themselves (because we used to have to always pick up the pieces!), the truth is that a CMS is not a scary thing at all – in fact quite the opposite, they’re designed to make publishing web sites easy, and if you have a go, you’ll find that it doesn’t break and there are no pieces left for the geeks to pick up!
A good CMS will hide the complexities of web publishing from the user, so that they can get on with creating good content, without being disturbed by technicalities
What a CMS does is make a “template” for your web site, and then each time you create content, it uses that template to create a web page with a fixed design around your page. And there are usually also clever extra bits that look after creating the menus and other things automatically for you.
The important thing to note is that the CMS lets you easily create the content whilst all the technical functionality and design is left within the surrounding CMS template
So this achieves one of the core principles of separating content from design and functionality.
Time to give away my next trade secret….
Choose WordPress.org for your Content Management System
WordPress is a great FREE tool that comes in two flavours:
- WordPress.com – where WordPress hosts your site for you
- WordPress.org – where you use WordPress on your own site
Now, the second option, WordPress.org is best almost every time because you’re going to want to use www.yourname.com or .co.uk for your site, so that means that you need your own site rather than one that’s part of WordPress.com – which would be http://yourname.wordpress.com – This technique is called a subdomain, and isn’t going to give you your complete branding without including WordPress’s name in your address too.
Unfortunately the second option does need a little bit of technical skill – but the good news is not too much!
You need your own hosting, and there are thousands of hosting providers out there.
In order to run WordPress on your hosting, you need two key things:
- PHP hosting
- a MySQL Database
Again, these services are provided by many hosts, and I’d recommend looking at 1&1 Linux Hosting who offer a very professional hosting service with a range of packages – which support PHP and MySQL, as well as providing simple management tools to let you order a domain name and point it at your hosting.
Once you’ve got your hosting, you can follow WordPress’s excellent online help and instructions to complete their famous 5 minute installation
I’m going to leave WordPress at this point – you have to do your homework, to be honest, I’ve never managed myself to do this in 5 minutes yet, but have done it in 20!
If you need help with setting up WordPress then Urban Haze is more than willing to help with as much or as little help as you need, please contact us for more details
Time to give away my next to last trade secret….
Make Sure Your Site Includes a Blog
Blogging is another one of those words us geeks have invented to make something simple sound complicated!
Blogging is quite simply News
But here’s the thing – your web site may contain say 12 web pages of information about your area of business, but every time you add a single blog, you’ll create another web page.
What this means is that even if you only blog just once a month, in a year you will have DOUBLED the amount of information on your site about your business, and most importantly, you will have DOUBLED the chances of your site being found by search engines like Google, Bing or Yahoo
Once again we come back to the first point “Content is King” – the more you blog, the more you’ll write about your area of expertise and the more your site will become an authority on that subject.
Quite simply, the more of an authority you become and the more interest people will take in your site.
Here comes my last trade secret….
Your Web Site Alone Does not Make a Successful Online Business
OK so you’ve bought your hosting, built your lovely WordPress site, filled it up with interesting content and have been blogging furiously, but that I’m afraid is not enough!
You Must Do Online Marketing As Well!
You can have the best web site in the world, but if people don’t know about it and can’t find it, you’re wasting your money and efforts.
It’s all very well and good having Auntie Vera tell you that your new web site is “Lovely Darling” – but that isn’t necessarily a reflection of your entire audience!
Get some Analytics on your site to help you measure your site – I’d recommend Google Analytics to anyone, they’re quite easy to use and understand, they’ll give you some superb insights into your online presence.
Next get your web site out there in every way you can imagine
- Make sure all the Major Search Engines Can Find It
- Tweet about It
- Facebook about It
- Join Forums and Groups in your industry and talk about your site
- Try to get links from other web site (but do NOT buy links!)
Online Marketing is absolutely Key to making your web site a success.
Fortunately Urban Haze are experts in Online Marketing, and whilst we’ve run out of generosity for handing out trade secrets in this particular blog post, please stay tuned and consider signing up for our Newsletter if you’d like to find out other trade secrets and more details about some of the things we’ve discussed here.
If you can’t wait, then you can always contact us for more information!