There are numerous articles and sites that advise on how to improve websites for search engine optimisation. SEO is, of course, vital for increasing the number of visitors to a website. However, never forget that it is visitors that turn into customers and make the money. Remember to keep visitors in mind at all times when building and designing a site. With this in mind, here are some pointersProfessionalism A site should look professional and has had some time and effort put into it rather than give the impression that it has been put together in someone’s bedroom in their spare time.

ImagesUse images relevant to your product. At www.primaryinsurance.co.uk we use travel images’, as travel insurance is our main product. Using images that contain people rather than graphics works in this industry but might not be right for all.Colour SchemeSelect a colour scheme that reflects the product you sell. For example our pink, blue and yellow scheme, together with the images, is designed to remind customers of their holiday and think positively when purchasing travel insurance, which is essentially a commodity product.

NavigationMake sure the site is easy to navigate and your main products are in a prominent position on your homepage. Secondary or complementary products can either be listed further down the page or on a separate page. This ensures visitors are drawn to the products that you want them to buy. Effective copyAgain there are numerous articles on writing effective copy. The key point to remember is that it provides the customer with information about who you are and what you sell whilst containing a reasonable amount of keywords. If the copy reads well, the number of keywords should be acceptable.

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