The content of your website needs to be crafted around well researched topics that will engage the user. Your website is not a brochure, it is a marketing tool that must be developed through in depth market research and contain informative, relevant content that will engage your potential customers. Clarity and a logical structure are essential for ease of use. What’s the point in having great content if no one can find it?
The core of this understanding is knowing the behaviour of your target market. What keywords are they using to search for products or services in your industry? What time of day are they visiting your site? What other sites in your industry are they visiting? How frequently do they use the internet and where are they based? In depth research can give you the answers to all these questions and help you create profiles of your customers.
Of course, it is also vital that your customers be able to find your website. Is your site ranking on Google for relevant terms, or even for your company name? If it is ranking, is the traffic you generate turning into sales? If not then your site has some serious issues that need to be addressed. It may well be that the content on your site does not appeal to your target audience. A poorly designed website can also dissuade customers from purchasing your product.