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Websites need lots of text in order to get high up the rankings - and this means lots of meaningful text that includes every phrase people might search for when they are looking for something on your subject.
But while sites need a lot of text in order to be found, so they need to reduce the amount of time it takes to load a page. Test your pages on ordinary slow-ish computers that might be found in offices, people's homes, schools etc. Check how long it takes a page to load, and if it is more than a couple of seconds, see what you can do to improve the situation. (Normally this means reducing the number of pictures on the page).
It is also worth checking how long it takes to place an order. Time and again you see sites with page after page of activity which gets in way of placing an order, and leads to readers becoming bored and logging off. As research has shown, by reducing the length of the order process by two thirds (eg from 3 pages to 1) you can increase conversion rate threefold. The simple rule is: never ask for information you won't use. Never ask for information just because you might want it one day.
You also need to think carefully also about your landing pages so that they include benefits by a limited amount of decision making, to ensure that people can make a response quickly. The easier the landing page is to understand, and the easier it is to make a purchase the more purchases you will get.
Which is obvious, but most people don't see it that way. Look at other people's sites and you will see requests for information, irrelevant landing pages and the like.
You also need to change your website regularly if you want to encourage people to go back. Make it a source of information, news and things people want.
One way to do this is through questionnaires - see our separate section on this.
Services:
Hamilton House will build a small website or landing page for a modest sum - from £175 plus VAT - including hosting the domain name for a year and giving you related email facilities. Subsequent alterations and additions are charged extra. Please call for more information - 01536 399000.
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