Search Engine Watch got a nice article on how to build a good small business web site, the tips shall be useful to startups who want to do some marketing at low costs. Whatever it is, careful planning should be done before building the web site as it is a major channel for customers to find your business.
Think from an audience perspective and focus on building contents that can interest them. For example, if you are a software solution vendor, your major contents should be your portfolio and clients served (New customers will look for this as your references).
Look a look at the below tips and see if they can be applied.
- Install Analytics! Notice how I bolded that one? It's so important it's at the top of the list!
- Create an eye-catching header/logo. This makes an impression on visitors, much like the façade, front door, or foyer of your store.
- Ensure you have the right balance between text and graphics. Graphics-heavy Web sites with little (or no) text can make it hard for a search engines to determine the relevancy of your site to queries you should rank for. Images and graphics, on the other hand, help tell a story about your products and services.
- Allow space for a minimum of 250 words of relevant text if possible.
- Consider how easy the home page and interior pages will be to manage in the future. Can you easily add pages and redirect old pages to new ones?
- Write unique page titles and meta descriptions for each page. This is ad copy, so take advantage of it. Sell using great keyword phrases and calls to action.
- Use Cascading Style Sheets (CSS) to keep excessive code out of the way. This leaves a clean and concise interface for the search engines.
- Your phone number should be prominent and located at top of page in large type. The higher the better.
- Use a readable font and font size, and one that is hopefully easily scalable for low-vision users.
- Buying or reserving information should be prominent and above the fold (book now, checkout, shopping cart, etc).
- Break up long paragraphs with photos or bullet points. Having great paragraphs of text bores your user -- give them information in a concise and easy to skim manner. Search engines don't care how the words are delivered -- paragraphs or bullet points are fine -- just as long as your services and products are fully described on each page.
- Bold only key ideas in the text. Adding too much bold will over-emphasize the whole page, which is counterproductive.
- Create logical and custom navigation with "Product" and "Purchase" links in clear view.
- Place strong call to actions throughout the site. Make it very easy for your user to find the "buy" button and get through your checkout process.
- A simple few hyperlinked keywords (make them blue underlined) in a paragraph can also be a simple call to action that encourages visits to interior pages. Don't overdo it or the text will become difficult to read.
- Use header tags (H1-H6) on every page -- your tag should support the page title and be relevant to on page content that follows it.
- Use quality graphics and photos, including Flash elements and photo slideshows. Poor photography can lead to less trust in what you're offering. Remember: a picture is worth 1,000 words.
- Don't overload your contact or RFP forms with information. Make it simple and easy to fill out and submit -- name, phone, e-mail address, and comments are the basics.
- Physical address and phone number in text form on every page is a great way to associate your storefront or service business with a geographic location. Make sure you don't skip this step.
- Location of business should be prominent/obvious on the page -- town, region or even a regional colloquialism. For example: Finger Lakes, SoHo, DIA, Orange County.
- Have a static HTML sitemap and an XML sitemap that can be uploaded to your Google Webmaster Tools account.
- Remember: when you add pages to a site, update your navigation and sitemap.
- Consider having static sitemap links that use main keyword phrase for the page it links to. It doesn't hurt to wrap some descriptive text around those sitemap links either.