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Many business owners new to the web find themselves confused: despite paying a ton of money to a web designer for a beautiful site, no one seems to ever visit it! With the internet, the perception remains that just having an aesthetically pleasing site alone will guarantee an influx of customers; unfortunately, the truth is that aesthetics are only half the battle. Here are a few good things to keep in mind when starting your own website.

Choosing A Web Designer

When choosing your web designer it is easy to make some very simple but disastrous mistakes. It seems almost everyone and their dog can design a site these days, and price seems to become the major focus of any business owner who is working on a budget. Unfortunately, only a very small percentage of web designers understand what they’re doing when it comes to building a design. Any website has two different audiences it needs to target: humans and search engines. Leave either one of these audiences out in the cold and your profits will be right out the door as well. When deciding whom to entrust your business with, make sure it’s a company that understands the nature and rules of the search engines, otherwise you’re shooting yourself in the foot before you start.

Aesthetics vs. Algorithm

Most people see only the surface of a website (what you can see when you look at a page), or in other words: the aesthetics. And certainly the look of your website is the most important aspect which determines whether a website visitor will make a purchase or give you a call. But the aesthetics of your site have little to do with actually getting that visitor to your website in the first place. First you have to get that visitor from the search engines to your site. This is where web designers with a strong knowledge of SEO will make you truly successful. SEO, or Search Engine Optimization, is the process of ranking your website on the search engines’ lists in such a way that you are among the first results that Google, Yahoo or Bing will display to potential customers. This is done by following the search engine’s algorithm, or rules and regulations. The rules all focus around the concept of "relevancy," meaning how relevant your site is to the keywords the potential customer typed in. This isn’t easy. Its success comes as the result of a complicated combination of things like proper coding, meta content, site updates, the strength of your link neighborhood and perhaps may even require an on-site blog.

In Summary

Overall, web marketing has become a huge and complicated entity, and a successful website can no longer survive just by including good keywords in the code. Those businesses whose web operations succeed are almost always supported by a strong company or in-house department that knows how to follow the rules and algorithms of the search terms. Remember, a good looking website only works if you get people to see it in the first place!