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Practical Marketing Advice and Implementation

Information structures & navigation

This is not the place to engage in extensive academic debate about information structures (the web has thousands of such sources) but in the context of our working methods, the structure of site content should be based on "rules" that differ only slightly from those of any other process of communication. It is all abour relevance and ease of access to meaningful information..

As a bizarre example, imaging that you picked up a manufacturer's brochure / catalogue only to find that the first pages were entirely devoted to the family history of the founder. As interesting as this might be, it would rarely be a Unique Selling Proposition / Value Proposition as the motivating factor affecting your specific purchase intentions.

Better surely to introduce the main reasons for the relevance of the product / service and reasons why the merchant/seller should be your supplier of choice. After thyis, it should be an intuitve move to product / model selection, with reasons why each might be the optimum choice for each application. From there, you might be able to select a chart specifying the performance characteristics, prices and so on.

The principle of the suggested structure is one of "drill down" meaning from the general.to the specific, each taking the prospective buyer closer to a positive buying decision. This is a good place to remind marketers that there will probably be a range of "stakeholders' in the procurement process. This must be considered when describing and arranging the information in ways that make it easy and intuitive for each and every stakeholder.to find what is relevant.

Techniques will vary according to the market category and user profiles, but page text, illustrations, links to resources, a blog / case histories and/or a newsletter will all contribute to the effectiveness of communication. Again depending on the cataegory, each selection parameter will probably be different, although the principle remains the same..

ASPAC does not utilize the following structure on all occasions, but as a simplistic starting point, it has much to commend it:

simple website structure model |
Souce: webflow.com

SEO and how we deploy it

SEO is about helping search engines understand and present content.

GOOGLE provides the following helpful guide to deployment:

Create helpful, reliable, people-first content.
Use words that people would use to look for your content, and place those words in prominent locations on the page, such as the title and main heading of a page, and other descriptive locations such as alt text and link text.
Make your links crawlable so that Google can find other pages on your site via the links on your page.

If you have other content, such as images, videos, structured data, and JavaScript, make sure you're following those specific best practices so that we can understand those parts of your page too.
Enhance how your site appears on Google Search by enabling features that make sense for your site.
If you have content that shouldn't be found in search results or you want to opt out entirely, use the appropriate method for controlling how your content appears in Google Search

When we develop a website for you (or modify and existing site) we will routinely incorporate SEO best practice

Contact us NOW for a free initial discussion