Competetive Marketing

Website Purpose and Authority

Apr. 11, 2019


When most people I meet talk to me about designing or updating a website, they tell me how their employees, family members, or friends either dislike the website or there's not enough bells and whistles.

To build a website, you must first define its purpose. Why are you creating the site? Is it to look cool for your family and friends? Or is it for information only, acting as a resource, without any interactions required? Or are you looking to build trust with the visitor and get them to interact with your website? And you better be mobile compatible, 55% of internet traffic is now mobile, and if your site isn't it will reflect on search engines and visitors leaving upon page load.

A website should have a good domain name, have easy navigation for first-time visitors, can easily be viewed on mobile devices and desktops, and shouldn't take too long to load to the visitor's smartphone. If you're looking for leads and phone calls the website must accomplish authority and believability. Otherwise, the visitors that you attract through pay-per-click or organic search are going elsewhere, because they don't buy your offer.

The problem is that there are many websites out there with the sole purpose of reselling peoples information, collecting leads and then reselling them to multiple buyers. People are no longer just giving away phone numbers and email address, not unless they are satisfied that the "company" and the "offer" are real and the materials presented on the website reflect what they are looking for.

So how do you get "believability"? Well, a good social campaign on Facebook/Instagram, Twitter, and LinkedIn will certainly help. Good reviews on Facebook, Google Maps, and other websites certainly help.

A website also needs content, especially if the product or service is going to cost the visitor time and money. You're going to have to back it up with correctly spelled, grammar checked, informative content that explains the product or service, the process, and some examples or images. But don't stop there.

If you have too few reviews or too few posts for your website "blog" then you are telling the prospect I don't care about my website or we're too new for any additional content, or worse you are a leads reseller. If you are a member of a business association, I would recommend adding that on your site especially well known one.

A website should be alive and active, maintained, updated, with regular activity reflected in the content of the website; otherwise, why would anyone bother to return? Does it take work? Sure it does. But before I sign off, I want to add one critical piece of advice. Don't let the website become a search engine only website and don't load so much content that it confuses or distracts the visitor. Which is why "your links" and how they are presented are so important because you are leading people to a destination. There's a good bet that on a first visit you are going to view more than one page, make sure that the page can handle its job.

Additional Articles...

  1. Website Purpose and Authority
    [2019-04-11] A website has to sell your product or service is it making a good impression?
  2. Anatomy of a Landing Page
    [2019-04-05] The landing page is your first opportunity to introduce yourself to your prospects.
  3. I Have Fallen and Cannot Get Back Up!
    [2019-03-28] Prepare in advance so that you don't lose control of your website, social, and more.
  4. Bad Bots Give Website Traffic a Bad Name
    [2019-03-14] There are people who create Bots in order to fool others into believing their website traffic is higher.
  5. Facebook lets people see you're advertising campaigns unprofessional
    [2019-03-05] Facebook has make it easy for people to spy on their competitors and to monitor their ads.
  6. 5 Star Reviews or 5 Star Frauds
    [2019-03-01] Is someone trying to sell you 5-star reviews, it many not be such a good idea.
  7. Are you wasting money on gimmicks or hype?
    [2019-02-27] All those great offers online to boost your site, some are just too good to be true and aren't.
  8. A Step by Step Rebuild of a Website
    [2019-02-12] A look in to how a website gets an update in less than a week at Robert Furst Competitive Marketing.
  9. Is Your Website Putting Up a Better Offense & Defense?
    [2019-02-04] What we look for when reviewing a website, is the website active or just sitting there dropping in rank?
  10. Is Anyone Out There Seeing My Free Posts?
    [2019-01-30] The Facebook timeline is free, but is anyone seeing your posts or is everyone blocking you.
  11. 15 Minutes May Save You on Insurance How About Spending it Proofing?
    [2019-01-16] Before spending ad money how about taking the time to check your website for errors, because they will hurt your ranking and chase away visitors.
  12. Starting on Pay Per Click Ads, Better Get Your Site in Order
    [2018-12-28] A well designed website should make it easy to navigate and definitely before advertising, otherwise your throwing away money.
  13. Website Design, is it asking too much?
    [2018-12-12] Website creators are doing their customers an injustice by not completing the whole job, designing for needed updates and revisions.
  14. Are SEO, Website Creators, PPC Specialists days numbered?
    [2018-12-03] Search engines are looking to level the playing field and take in additional revenue by leveling the search playing field.
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Robert Furst Competitive Marketing • 22052 Las Brisas Circle • Boca Raton • Florida • 33433 (754) 307-4954
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