April 15, 2020
Design your professional marketing campaign
April 15, 2020

The website is the central element of any self-respecting digital marketing strategy . It is the brand space where the digital user who has been impacted by the brand in any of the channels or traffic sources lands:

  • SEO
  • SEM
  • Social networks
  • Direct
  • Referral
  • Social Ads
  • Membership
  • Email Marketing…

It is therefore a critical piece that must always be worked on, optimizing and focusing it more and more on the conversion, on improving the final conversion rate.

That is why all digital brands focus on the CRO or Conversion Rate Optimization. In summary, work on usability and user experience (UX) to improve the visitor’s browsing process, increasing the final conversion rate.

In addition, the website is essential, if you are an entrepreneur, a startup, a freelance, a medium-sized company or a large company. They all have sites or web platforms. And they are all working on it.

Hence it is important to know how to create a web page step by step in a professional way.

In this article we are going to focus more on the strategy part, which is where we have detected more projects fail at the digital marketing level.

In the end, choosing a hosting or service provider is relatively easy, but having the strategy for the first year of life defined, how I am going to make the web, why and why, is no longer so simple.

Anyway, we are going to tell you everything you need to know to understand how to create a web page from scratch.

How to make a website: defining the digital strategy

It is true that if you search Google for “digital strategy”, you will see that few people talk about defining a web strategy, but it is essential to be very clear about why I want the web.

Am I really clear about the web’s conversion goals?

Do I know and have I defined the type of buyer person I want to attract?

Have I defined the information architecture of the web for the user and for SEO?

Have I defined web analytics? What and how to measure?

As you will see, there are many questions to answer before choosing the type of CMS, or looking for templates or “themes”, or even buying the domain and web hosting.

Aspects of digital strategy that impact a web page.

Before starting to design, it is important to be very clear about the following points:

Definition of the business model.

We have defined exactly the business model that we are going to implement on a digital level and that will be reflected in the construction of a website.

It is important to define it on paper, mark the objectives, the margins, the costs, the sales forecasts, the stock rotation, the real monetization, the break-even point or “break even”….

Note that we are not talking about a Business Plan or a Digital Marketing Plan, but we do value the real profitability of the digital business that we are going to develop.

Who are the buyer people

In digital marketing, we no longer speak of an objective public, nor of potential clients or target, but rather of buyer people.

Have we defined who will buy our product or service?

Do we know how they behave digitally and what channels they consume?

Do we have actual market size data?

I have seen many incredibly designed websites that do not end up converting. And they end up being abandoned in cyberspace.

Do you want yours to be one more?

Benchmarking of the main competitors

If we are clear about the above points, the time has come to do serious Benchmarketing. For them we have to choose the main digital competitors with whom we are going to fight for each click.

In this case, apart from analyzing the SEO strategy or what they do on Social Networks, we are going to audit each of their web pages at:

  • Design level.
  • Web architecture
  • Keywords Strategy
  • Content, what they say and how they say it.
  • How CTAs or Call to Action work.
  • How it works at the mobile level
  • WPO: loading speed, is it fast or not ?. We can do it with Pingdom Tools or with Google Page Insigths for example.
  • What conversion objectives do you have defined? Transactions, lead generation, downloads …

How many resources do I have?

We cannot forget that we are launching a digital business that Yes or YES is going to need an initial investment until we start generating qualified web traffic and the conversions arrive.

Obviously there will be human and economic resources, which we must optimize and be as efficient as possible. If we plan we will be closer.

Establishment of potential alliances and collaborations

The digital world is ideal for finding support that will help us launch our website. You have to look for them, identify them and send them a proposal of high value.

For example, if I am a blog that starts from scratch, I can write my best posts to guest blog and add value to other blogs.

Defining a professional web strategy before creating a website

Once we have defined all the aspects that we have referred to in the previous point, it is time to establish the strategy for the website.

Conversion objectives of a website.

Without this we do nothing in digital marketing. What we intend to achieve with the new website.

What action do we want the user to do once they arrive or land on my website.

Multiple options, choose which are your conversion goals:

  • Subscription.
  • Leave the lead through a form, pop up, landing …
  • File download.
  • Click on the banners
  • Final sale or transaction
  • Make it a complete post….

You should always establish conversion objectives that generate action to know the user, that is, to go from being a cookie to a name and an email (at least).

And on the other hand, the conversion objectives generate the profitability of the digital business.

Do you have to define them?

Web architecture.

Having clear objectives, having defined the different buyer persona of the brand, once the competitors have been analyzed and I understand the market and the sector. It is time to define the architecture of the web with two focuses:

  • SEO or SERPS oriented
  • Person-oriented.

Architecture is key, not only will it define each click that the user makes when browsing the website, but it will also define the hierarchy of information and content for the user and especially for search engines (Google, Bing , Yandex, Baidú …).

Here we define the first level of URL, the second level, the third …

We define not only where the user is going to click, for example in “services” but how the URL is going to be built: mimarca.com/servicio-marketing-digital

Both the menus and the URLs must have associated the worked and planned keywords by levels.

Hence the importance of working with focus and professionalism on this point.

Keyword strategy for a website

It is linked to the previous point because once we have performed the keyword reseach of the brand and the competitors, we will begin to define which keywrods we are going to work for each URL that the web page has.

At this point we work at all levels:

  • For robots: in the URL, meta description, H1, H2, H3… attributes….
  • For users: all the content that will be consumed on the web.

Copies of all web texts

Fundamental part of any website !!!

Everything we tell we must count with a quadruple approach:

  • At the SEO level
  • Commercial
  • At the advertising level
  • Communication

Our recommendation once we have defined the web architecture, start working on what I’m going to tell and how on each of the URLs that will make up the web page.

In this way, in each content we will work on the keywords and all the SEO onpage part, we will make the texts or infographics attractive, well written, communicate and sell and help achieve the set conversion objectives.

Digital web design: photos, videos, infographics … more visual

At this point, with all our website already mounted on a power point or any other program, the time has come to start deciding on the line of design and graphics that the website will carry, in line with the Corporate Identity Manual (MIC) of the brand or in case of not having it, according to the logo.

SEO On page

With the website already ready, the time will come to leave the entire Seo Onpage or SEO part of the page perfect. In this sense:

  • Definition of all meta descriptions
  • SEO titles
  • Pages Slug
  • Density of the keywords worked
  • Avoid duplicate content.
  • That the website has HTTPS installed
  • Internal and external linking.
  • No broken links
  • Attributes in the images.

In this case, to be 100% sure that we have done a good job, we will carry out an audit with Semrush of the web project to detect errors, warnings and suggestions.

Web Analytics

With the web ready to be published, either new or restyling, it is time to leave all the web analytics part configured.

First of all, install Google Analytics and Goolge Tag Manager as a minimum.

From here configure:

  • Objectives of the web.
  • Events
  • Conversion funnel.
  • Reports in real time.

We must monitor everything that happens on the web, as well as all the traffic that arrives, where it comes from and how it behaves.

Features that every website must have

Previously we have not commented on it but they always work on what the specific functionalities that the website will have.

If we do this we will facilitate:

  • That the web really does what it has to do, for which it has been designed.
  • Search for a template or theme that contains the established functionalities.

In this way we will also be more efficient in time and costs.

Next we want to give you functionalities that we consider key for any website, now you just have to see which ones your web project needs.

– Online chat

– Telephone, which must be clickable on mobile.

– Permanent contact floating bar

– Explanatory videos of services or products.

– Design an adapted mobile version

– Multilanguage

– Blog

– Online store

– Social community plugin to connect the web with social profiles.

– subscription and landing CTA

How to create a web page step by step 

Now if the time has come to get down to work to create the web page as many posts and articles tell us

Also , if you’ve come up here for a lect @ r aventajad @ 😉

At this point it is time to choose:

Choice of domain

This point is key, we must do an exhaustive search at SEO level, keywords reseacrh, to see if we find domains with high potential.

It is true that Google now gives less importance to this point, but if for example you are a digital marketing school that sells a master of digital marketing and you work with the domain masterdemarketngdigital.es, you will position yourself faster at an organic level.

The next important point to decide which termination we buy from the domain: .es, .com, .edu, .org, .mx, .blog

At this point, as we have already defined and worked on the digital business model and buyer persona, it will be easier for us to make the decision.

If we are going to operate only in Spain, of course .es.

If we have broader clients in English .com

But if we go to countries the country-specific ones are better.

Choice of Hosting or web hosting.

At this point we can buy the domain independent of the hosting provider although the normal thing is to buy it together because many times they give you the first year of the domain cost.

At this point look for a hosting service that suits the created web page. In other words, if it is a simple website, with little weight and few URLs, it makes no sense to buy an average hosting with a cost of more than 150 euros per year.

Choose a platform or CMS

Where are we going to mount the web ?, in which content manager.

We can go from a WordPress to a Magento, Shopify or Wix.

It depends on the digital project, the complexity, the level of knowledge, the economic and human resources….

Search for professional template or theme.

With the choice of the CMS would come the search for the professional template that best suits everything we have already worked on at the functionalities, content and conversion levels.

Wix, how to create a website step by step .

Wix is a professional website creation platform in the cloud that facilitates and integrates all the functionalities that the user who wants to launch a web project needs.

It is a platform that adapts both to the user who launches his first website and to design professionals who must present professional projects.

In Wix you can easily choose from thousands of templates and themes that you can easily configure and personalize thanks to its content manager.

A platform with more than 125 million clients worldwide.

Wix offers two very interesting options:

Wix ADI

It is an artificial intelligence tool where, through a questionnaire that the user must fill out, they will create the web they have in their heads, including quality texts and images.

In just a few minutes you can design a website to test your digital project.

Wix Code

It incorporates an editor that does not need code. It works through APIs, simple and draggable to:

  • Set up your own database collections.
  • Create content-rich web pages.
  • Add custom forms.
  • Change the behavior of the site.
  • 100% compatible with any SEO Strategy …

An intuitive platform that includes web hosting, online security measures and a plan to work with basic SEO.

Wix Features

– With Wix ADI you can add, for example, a Chat, so that customer service is in real time and immediate or get the most out of your brand’s videos.

– If you have an e-commerce, create custom product galleries using the addToCart and getProduct APIs simply and quickly.

– For mobile Wix puts at your disposal thousands of free high-quality images, with which

that your version will be fully adapted to be consumed by mobile device.

– Manage your online store with the Wix app easily and from your mobile phone. You can also see order tracking numbers, work the status of purchase orders …

– If your sector is events or training with Wix Booking, set start and end dates for courses, allow customers to book and pay….

– All websites are adaptable and responsive multi-device.

– It has custom domains.

– You can customize the web with HTML code by inserting it in the editable text window.

– It allows the automatic sending of emails to the leads generated in the digital strategy of the new website.

If you are not convinced, you can always Program the web from scratch in HTML but I do not recommend it unless you are in an advanced stage of maturity or your digital business needs tailored functionalities.

How to build a web page step by step with Wix

To end the post we leave you in a summarized way how you can create a web page step by step according to Wix experts:

  1. Choose the perfect template.

That adapts to what you are looking for, to what you have worked on web strategy. It must fit perfectly with the functionalities, the requirements and the marked design line.

  1. Personalize your website.

Once the template is chosen, the transformation begins !!!

Our recommendation, make a mockup of the home before starting to modify the template. In this way we will have the perfect pre-design before we start playing and retouching.

In this way we will advance more efficiently.

  1. Our simple intuitive editor will allow you to design it to your liking.

If you are not a very advanced user, it is best to work with easy and intuitive editors !!!

  1. Add professional tools to complement the design

At Wix you will find everything you need at the tools or plugin level so that your website is 100% professional, from blog to e-commerce, through chat, app or video editor.

  1. Manage and grow your online business.

Wix allows monitoring with Google Analytics to parameterize everything that happens on your website. Now everything depends on the digital strategy designed, implementation and trial and error.

The good thing, that with Wix we can continue working all the part of improvement of the conversion, navigability and usability.

 

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