Standard Websites

If a web designer is going to design a new standard website for your business with static pages, discuss the options available for updating content and adding pages on a regular basis. There are content management programs that work with standard websites, but they can be expensive. Either negotiate a reasonable fee to have the changes and update provided, or find a local resource or college student who knows how to use a web page editor. Ensure that the resource is reliable. Before beginning, have them back up the original files; if there is an error or technical issue, they can upload the original files.

Content Management Systems

Google loves blogs and ranks them well. Even if you have a standard website, we recommend that you add a WordPress blog to your site. Your web designer can use WordPress to design your primary site and you can easily log in and make changes yourself. Also, because WordPress is a popular platform, you can find reasonably priced resources to update your site.

Niche Template Sites

There are many niche specific hosting and web development companies that offer website solutions. We have seen them for lawyers, dentists, plumbers, etc, providing content in the form of articles and videos within a template layout. You have pages such as Home Page and About Us page where you can enter your own unique content by logging into a content management system. They will host the site and you can use your own domain name. It is an easy way to immediately have a website.

With the recent Google changes, duplicate content can prevent your web pages from ranking in the search engines. This can be a major issue using these options.

TIP: To see if the site contains duplicate content, go to one of their websites and copy a random sentence up to 32 words and paste into a Google search. Put the sentence in quotes, for example, “These are eight of the most amazing tips to help you with your widget.” If it is original content, only that website will appear in the search results. If it is duplicate content, all the websites where the content is used will appear.

The fairest way to evaluate this type of website is to inform them of your duplicate content concern and the results that you discovered. Ask if your Internet marketing or SEO resource can edit the duplicate pages and optimize them for better SEO results.

Flash Sites

Flash sites are very appealing and can contain some really cool effects; however, a 100% Flash site is challenging for achieving good SEO rankings and is not mobile friendly. The reason for this is that the content is embedded in a flash movie file and although the site can be indexed by Google, the problem is that elements such as the site’s navigation structure, is harder to index. Additionally, the site ranks for only a single URL. It is better to switch to an HTML5 format or remove the navigation from the Flash movie.

If you like Flash effects, then incorporate the movie as part of a standard web page, or use Flash as an animated header graphic along with text-based content. You get the movie effects and the search engines get to review your content.

Website Content

Content is king and Google will reward your site with great search engine placement if you provide plenty of original quality content.

What Is Quality Content?

Quality content is not determined by how well it is written editorially, but rather the way Google views how expertly it is written. It reviews your web pages and looks for the theme-based words that are included. For example, if a doctor was to write an article on heart trouble, he or she would include certain terminology, such as Cardiovascular and Cardiomyopathy. Google compares the content to a database of associated theme keywords and phrases. The more theme words that are used in well written content the higher the quality score and page ranking.

NOTE: If the keywords are not used naturally within the content and are “stuffed” into a list, the content may not rank well.

Determining Your Content

The free information that you provide for your website and online marketing material needs to be based upon your niche keyword phrases, and must offer good information about the topic. Do not recycle general or common sense material. Your free content needs to address topics and information not easily found on the web. It needs to brand you as an authority.

For example, which paragraph appears to be written by an expert?

Sentence 1: “If you are experiencing lower back pain, you are not alone. Nearly everyone at some point in their life has back pain that interferes with work, routine daily activities or recreation.”

Sentence 2: “The spaces between your vertebrae are maintained by round, spongy pads of cartilage called intervertebral discs that allow for flexibility in the lower back and act much like shock absorbers throughout the spinal column to cushion the bones as the body moves.”

Which sentence do you think was written by someone with a good knowledge of the spine? Obviously, the second sentence has a better chance of ranking in the search engines even though both sentences read editorially correct.

Duplicate Content Penalties

Using the same content on multiple pages within your website should be avoided. This can trigger a duplicate content penalty which means that your web pages will not rank highly in the search engines. Just ensure that you rewrite your content so it reads differently even though it has a similar meaning.

For example:  “For more information about how we can help you, visit our services description page.

Rewrite on another page:  “If you desire more information about how Acme can assist you, please review our services description web page.”

In addition, make sure that each page is at least 800 – 1,000 words in length. Using video to connect with your visitors is also important.


Even the best content may not help you obtain new customers if it does not contain a call to action. A call to action informs your visitors of what you want them to do next. For instance, you can encourage them to:

• Call 1-888-123-4567 Now for a free estimate

• Fill out the contact us form to schedule a consultation

• Click on the chat button to see how we can help you

• Make a purchase

• Schedule an online demo

• Download free white paper

• Free trial, no credit card required

TIP: It is important to make it easy for them to act. If you say “call now,” be sure to list the phone number even though it is on your banner at the top of the page. If you ask them to fill out a form, have it available on the page. Do not make your customers have to hunt for anything.

Your digital marketing consultant can advise you how to create compelling content that includes the necessary calls to action.

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