Having a website that works for the business and its clients is the foundation of a healthy digital presence. Knowing who your target audience is and focusing on their user experience is pivotal to the planning and execution of any site. Here are several things to consider when working on your online platforms.

Choosing The Right Digital Assets

Having the right assets has the potential to make or break an organisation. The logo and branding must fit into the bigger picture. Clashing colours or low-resolution icons can look dated. Meanwhile ensuring the pages look good on a mobile phone is more important than ever before. In 2024 56.86% of online traffic in the UK came from mobile devices, according to Digital Silk. This is coupled with the importance of investing resources in the right social media platforms. Setting up profiles on the channels your target audience is likely to use increases your exposure.

Content

Consistency builds brand awareness. This can be done by setting a tone of voice and language to be used online. From blogs to LinkedIn content, discrepancies can be obvious as the client base grows. When launching a platform, it is always ideal to have a bank of content ready to use in the initial weeks.

SEO

Keyword strategy is crucial to drive traffic. SEO can be broken down into on-page and technical. It can also be boosted by off-page. On-page SEO includes titles, headings, content and meta descriptions. Technical SEO considers whether the website is technically sound for search engines, including speed and proper crawling. Your rank in search engines can also be influenced by off-page SEO such as building backlinks from other reputable sites to your own, which signals authority to search engines.

Collating Customer Testimonials

Setting up mechanisms to collect feedback and reviews from customers is a great way to build your reputation. Not only does this increase trust but it can influence the buying habits of customers. Research by Dixa found that 79% of people put as much weight on customer reviews as they do personal recommendations. In the same study, it was found that on average, reviews produce an 18% uplift in sales.

Analytics

Finally – setting up analytics to ensure that all the digital assets are performing well is essential to shaping the future of the site. Adapting to trends and seeing changes in traffic can mean challenges are dealt with quickly and head-on.