New blogs and websites are all faced with the problem of establishing their online identity. The web is a crowded place, and there is constant competition for people’s attention. But before you can begin driving traffic to your site, and wowing your visitors with stellar content, you must first position your site in the marketplace. What do we mean by positioning? Simply preparing your site to ensure that it has the best potential for success when it goes live. While content is critical to the success of any site, how that content is delivered is equally important. Before you begin creating content for your website, you need to consider how you are going to position your blog so that it stands out in the crowd.
What Do We Mean By Positioning?
When we speak of website positioning, we’re really talking about how you design your site and its contents so that they stand apart from the competition. You want to offer visitors a unique online experience that they will associate with your website, and that differentiates it from other sites that may offer similar content. This is not as difficult to achieve as it may sound, and by making a few decisions early on you can position your blog or website for optimal online success.
Step One – Format
One of the first things you will need to decide is what format you will use to deliver your content. The majority of blogs rely on a simple text format for their posts, and visitors simply read the articles online. But there are alternatives that can help your blog stand out from the rest. For example, you may choose to feature video or audio posts as a way of differentiating your site from others in your field. The use of infographics to highlight and explain complex data can also help to make a site stand out from its competition. For newer blog-sites, making articles and tutorials available as downloadable PDF’s or Word Docs can be doubly effective. The download option helps to make your site unique, while giving you an opportunity to ask for an email contact in exchange for access to your content. This can help you to build up your list of contacts and leads which will form your customer base.
Step Two – Topic
This step is really about finding a niche that will allow you to differentiate yourself from other sites, while helping you to build your online authority. This is especially important for beginning bloggers. By narrowing the focus of your blog to a sub-topic of a larger field, you have a greater chance of offering unique and insightful content that will command an online audience’s attention. It may take some time, and regular blogging, to establish your online authority. But once you have, that reputation will follow you as you branch out into larger topics.
Step Three – Design
The third step in positioning your blog for success concerns the overall design, and functionality, of your site. The user experience should be uppermost in your mind, and your site needs to be designed for easy use and customer interaction. But it is also important to consider the general look and tone of your site. Is it too busy? Are the pages too cluttered? Sample some competing sites, and make design choices that will set you apart from your competitors. These choices can be as simple as color scheme, fonts, and link highlights. Also, give due consideration to the use of images to help make your content stand out. The trend over the years has been toward hyper-busy sites that attempt to wow visitors with their layout. A clean, streamlined approach, makes for a refreshing change from the overly cluttered and slow to load sites currently clogging the web. It also helps to focus the visitors attention on the valuable content you will be offering.
Positioning your blog for the marketplace is the first step to creating a successful website that attracts, and retains, the level of traffic you desire. While the decisions you make here may seem simple, or even obvious, they often get overlooked as bloggers rush head-on into producing publishable content. But by positioning your blog for success, you can ensure that your website is primed to attract the leads that you will soon be turning into conversions.