Websites Designed to Bring in More Clients

Custom Website Designs

Much like how critical it is to get the foundations of a house right before it’s built, it is of utmost importance that the architecture of your business website is designed properly before being built. For a custom-designed, custom-built website for your Sydney business, get in touch today:

Free Web Design Consultation

If you’re reading this, chances are you’re not getting the number or type of customers you want. We provide a free, comprehensive, no-obligation audit of your business’ website.

What is a Local Business Website "Designed for SEO"?

SEO stands for Search Engine Optimisation (link). It is the practice of building websites designed to be seen and ranked by search engines such as Google. Your SEO approach for a particular website depends on its purpose. For the purpose of local business websites, a well-designed, SEO-focused website has:

  • Long-term, high visibility on Search Engine Ranking Pages (SERPs) (link).
  • Brings in targeted visitors who already have an interest in using your products and services, and thus are more likely to give you business.
  • User Experience (UX)/User Interface (U/I) based, user-friendly navigation that helps the visitor find exactly what they want as quickly as possible.
  • Converts visitors to paying customers.

Digital Marketing focuses on Permission Marketing (link) rather than the outdated approach of Broadcast Marketing (link). A professionally built website is the starting point of Digital Marketing.

What are the Benefits of Having a SEO-Focused Local Business Website?

Consider how you look for a product or service these days. What’s the first thing you do? You look it up on Google! “Dentist near me”, “How do I save on my tax returns”, “Emergency plumber”. Gone are the days of telephone directories such as Yellow Pages. Everybody is searching for businesses online. And if they can’t find you on Google, you better believe they’re going to your competitors who they can. There are several reasons why having an online presence for your local Sydney business is so important:

  • A professional looking website reflects authority, and people want an authoritative business they can trust to deliver quality products and services.
  • Increased traffic. More people are calling up and visiting your business.
  • Continuous traffic. Not only has the number of people to your business increased, but there’s a consistent stream of people visiting your business throughout the year. It’s no longer seasonal!
  • Long-term traffic. Once your online presence is established, it’s there to stay. You will be recognised as the local authority in the industry.

A professionally built website is not only a reflection of the quality and reputation of your business, but a long term asset that brings in customers long after word of mouth has died out.

Who Needs Well-Designed SEO-Focused Websites?

Before we get to those who need a well-designed, SEO-focused local business website, let’s first consider those who don’t:

  • businesses that do not provide excellent value to their customers.
  • businesses that can’t handle more customers.
  • businesses  whose focus is on penny-pinching customers and not about the people they serve.

So who needs a properly built website designed to be seen by customers?

  • businesses that provide great value to their customers who, in turn, are delighted to leave highly praising testimonials about the business.
  • businesses that have the capacity to grow, but were being overshadowed by competitors, or just weren’t being seen by potential customers at all.
  • businesses that understand that a well-designed, SEO-focused online presence is an investment that pays itself back in multiples.

Simply put, if you have a well-established business that delivers quality products and services that benefit our community but just haven’t had the proper marketing to reach more customers, then it’s your moral obligation to see to it that you be seen, bring in more customers, and help more people through your business.

Table of Content

The Ultimate Lead-Generating Web Design
CHECKLIST

Increase your local Sydney business’ online visibility by following this extensive checklist on how to make your website bring in more people and convert them to paying customers!

Customer Avatar Clarity

The purpose of a business website is to present and reflect the professionalism of the business. Through that presentation, the end goal is to get the visitors to take the intended call to action. It is, in essence, a sales pitch in the digital space, or simply put: digital marketing. A sales pitch cannot convert into an actual sale without understanding the customer avatar - that is, the ideal target audience for your business' products and services. Otherwise you end up trying to sell ice-cream to eskimos and pens to people who don't need pens (link to wolf of wall street). As such, any good website design is predicated on an in-depth understanding of the business' customer avatar:
  • What are their pain points?
  • What problem do they want addressed?
  • What do they need?
  • Can you give them what they need? If not, can you find a novel solution to address their problem?
Once you construct a compendium of the necessary customer avatars, you will have the clarity to move on to the next step of your local Sydney business' website design.

Market Analysis and Validation

The next step is to formulate the digital marketing strategy and to validate it against the market demand - i.e. what people are searching for online. Without properly analysing and validating the search market, you'll be bringing in non-ideal or wrong leads at best, and no leads at worst. Only with a proper digital marketing strategy will you be able to bring in ideal, qualified leads to your website, and ultimately to your local Sydney business. 

Keyword Research

Keyword research is one of the most important, yet overlooked, steps in the website design process. It is assessing the business' products and services with how people are looking up those products and services online. A business might technically provide "earthmoving services", but people might instead be looking up "bulldozing services"; or another business might technically offer "invisalign", but people might instead be looking up "invisible braces". There's not point in trying to promote services that people aren't looking up or don't even know about. Briding that gap is at the heart of keyword research.  

Relevancy

The "intention" of a keyword determines its relevance, and ultimately, its usefulness to the business. Broadly speaking, there are 3 types of intentions behind each keyword:
  • Informational
  • Transactional
  • Navigational
A keyword with informational intent is one of seeking further information or requiring clarity: "how can I reduce back pain?", "what rights do I have as a tenant?". Initially, people seeking such information are cold leads looking to get more information on a certain topic, but may ultimately be convinced to take up a business' service or product if they feel that they will address the pain point underlying their keyword search. Keywords with transactional intent show that the searcher has done enough research on what they want and are now ready to open up their wallet to purchase the solution to their needs. Keywords like "how much for children's braces", "price comparison between mountain bikes" are more qualified leads than informational keywords when it comes to a business with some transaction as the call to action. Lastly, keywords with navigational intent are those like: "best dentist near me", "Sydney's most reputable heart surgeon". They reflect the desire of the searcher to get in contact with the business delivering the service to address the pain point underlying their keyword search. Such people are warm leads and will very likely take the call to action for your Sydney business when they land on the business website if they see that you can address their problem. Transactional keywords might not be relevant to a church or not-for-profit, whereas navigational keywords are highly relevant to a restaurant. It's clear that assessing the intention of each keyword and grouping them by their relevance to the business is very important in their overall digital marketing strategy.

Value

The monetary value of a keyword can be measured by looking at the bid price advertisers are willing to pay to display their website high up on SERPs. The bid price changes on a regular basis subjected to the natural flow of supply-demand economics, and as such, can be used as a proxy to determine its value for your local Sydney business at a given point in time. 

Volume

Keyword volume is simply the number of times a keyword has been searched over a specified time period. Higher volume obviously reflects a higher market demand for information related to the keyword, and is a very important metric in determining which keywords to focus on in driving traffic to your business website. Something to be aware of is to track the volume of a keyword as it trends throughout the year. Certain keywords are seasonal ("best Christmas present for kids"), whereas others are evergreen ("how often do I need my teeth scaled"). Keeping an eye on keyword trends helps to narrow our focus on a select subset of keywords that are more cost-effective than others at different points throughout the digital marketing campaign.

Competition

In virtually all cases, your business website will not be the only one to utilise a particular keyword. In order to determine how you'd fare against such competition, you need to audit and analyse your competitions' online presence (link to Website Audit and Analysis). Considering all other metrics, there might be some keywords that look very promising, and yet, because it's also used on websites with very high domain authority (link), making it difficult for your business' website to capitalise on those keywords. In some sense, any and every business in the same industry can be considered your competitor. However "every business" is too broad a list for us to perform meaningful comparisons and benchmark against. In the digital space, we can narrow down that list to a practical size by filtering them by geographic location, services provided, or customers targeted, with our target keywords reflecting this filtered subset. This gives you a much clearer picture of the competition landscape and thus aid you in making better-informed and highly specific decisions on which keywords to focus on for your Sydney business website. 

Performance-Focused Website Setup

Good website design starts even before the website design itself - it starts with proper website setup: with geographically relevant Top-Level-Domain (link), security features implemented and activated, and with proper web performance optimisation settings in place.  

Local TLD

The TLD (Top-Level-Domain) is the trailing portion of a website's URL. Search Engines recognise that people tend to favour local businesses as opposed to businesses located far away. As such, they promote business websites that are close to the location of the searcher, and part of that signal is determined by the TLD.  

Security

When two computers talk to each other, they do so following an agreed upon protocol. The most common of these used on the Internet is the HTTP (HyperText Transfer Protocol). This protocol however, does not have any in-built security mechanism to ensure any prying eyes do not see the data exchanged between two computers. Its more advanced cousin HTTPS (HyperText Transfer Protocol Secure) does ensure this, and usage of this protocol is a signal Search Engines look for in determining the legitimacy of your business website and the safety in data exchange for your online visitors. 

Performance Optimisation

There are many design, communication, security technologies that go in to building a business website. Each of these technologies require specific techniques to optimise their process and/or function. Some techniques used to optimise the performance of a website include: CDN (Content Delivery Network) Cache Loading Data Compression Content Deferring How quickly a website loads for the visitor is a signal Search Engines look for, as it directly affects the likelihood of capturing the limited attention span of the visitor or risk them bouncing off to a competitor's website.

Lead-Generating, Conversion-Optimised Website Design

The end goal of  business websites is to convert visitors into paying customers. In order to attract visitors then convert them to customers, good design principles need to be implemented.

Hierarchical Web Sitemap

The sitemap provides information about pages, posts, content, and other data, and their relationship to each other. It is essentially a blueprint of the internal structure of a website. Once you've gone through clearly identifying your business' customer avatar and subsequently performing market analysis and validation of your services to their needs, you must start mapping out how your website structure will look. Typically, the homepage acts as a navigational portal to the rest of the website, and so it is rooted at the top of the sitemap hierarchy. Other pages are then subsequent leaves branching out from the root. Such a hierarchical tree-like structure aids Search Engines in indexing your business website, which ultimately improves the chances of getting it ranked higher amongst your competition, and thus, generating more leads.

5-Second Rule

The average online visitor has a very limited attention span (link). As such, your business website only has about 5 seconds to convey the services, products, benefits, and/or USP (Unique Selling Proposition) to the visitor and convince them to stay on your website, otherwise risk them bouncing (link) off to a competitor's website. The portion of the webpage that is visible to the user when they first land on it is called the above-the-fold area, or hero section, and is the most valuable digital real estate for any landing page. Each hero section needs to be have an attention-grabbing design with an irresistable offer to capture the attention (and wallet) of the visitor within 5 seconds.  

Sympathetic UX Design

There is nothing more frustrating to a user when a website doesn't look or behave in a way that you expect. For example:
  • Navigation bar contains links to other pages of the business website.
  • Pressing the contact number in mobile view calls the business.
  • Buttons look conspicuously like they can be clicked.
  • Forms highlight any incorrect or missing entries from the visitor prior to submission.
By designing your business website with the end user in mind, you are able to devise how to best deliver the information that they want, maximising their retention on the website.

Clear and Obvious Call-To-Action

The ultimate goal of a business website is to get the visitor to take the call to action. Whether that might be to give the business a call, to submit an inquiry form, to book an appointment online, to subscribe to the newsletter service, or to just simply deliver informative content, implementing the call to action with clear, obvious, and salient design maximises the visitor in taking that desired action, thus converting them to paying customers.

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