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How to Build an Effective Website
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What does it take to build an effective website? Great content and interactive websites.

Why Good Content Rules
Creating content is the most importantelement in effective website design. Good content facilitates several goals: it draws new visitors through good search effectiveness, previous visitors return to see seasonal merchandise sales andspecials, and educational tutorials gain referral links that direct traffic from other websites. Interactive websites let visitors find the answers to questions that drove them to the site. Searchfunctions to enter key phreases leading to FAQs or "frequently asked questions" exemplify this type of functionality. Do you provide forms for users to submit questions? Do you have a support ticket system?Mailing lists with self-signup offer future residual as you provide important updates about your business or industry to interested visitors. And any product description should include links topurchase pages or inquiry forms. "Eye tracking" refers to how our eyes move throughout a web page. Paying attention to details such as color, layout, or

the use of graphical links all help to draw theviewer's eye, and prompt them to "do something." Making small changes to your website design to reflect the holidays may pleasantly surprise your visitors, and an image displaying sweaters for saleoffers greater visual interest--thus higher potential click-through rates--than a standard text link. Make sure you use good page names to help visitors get a glimpse of the content before they click amenu item. In addition, good page

names and their titles are an important first step in sound search engine practices. For bricks and mortar businesses, to determine the type of useful content orinteractivity you should include, consider your competition, user demographics, sales trends, and future goals. With answers to the questions below, we can help map out a plan for creating your...