A website is a highly powerful advertising and marketing tool. But, if you want to make it work you have to work it to the fullest.

To optimize your website and get more customers, it is not enough to be on the Internet. In addition, it is necessary to follow some maintenance guidelines that will allow you to improve the ranking of your website within search engines (click here).

Every company needs to have a presence on the Internet to make itself known in the digital environment and reach new customers. However, having a website should not be taken as just another common item in a to-do list.


It is logical that at first you feel a bit overwhelmed. A job that seems impossible opens up before you. However, with patience and effort everything arrives.

A web portal should always make a good impression and trust its visitors. Always remember that every person who lands on your website can become a customer. The following are elements to take into account to optimize a website:

Usability
Is it intuitive? Is it easy to handle? Do you load pages fast? The answers to all of these questions will give you a kind of script to follow. Now, at least, you know where to start optimizing your website. Start by changing all those little things that, in principle, you do not like or do not fit with the philosophy of your company or business.

"The main thing is to discover the reasons why a user comes to our website and make them extremely fast and easy to find." Such a statement comes from Jakob Nielsen, Ph.D. in Human-Computer Interaction who worked for prestigious companies such as Sun Microsystem, Bellcore and IBM and is known for being the father of Internet usability.

Such a recommendation has a great preponderance in the development of business websites since it is common for customers to search for specific content about the company, its products or services, its location or contact numbers, among others.

When users enter a website for the first time, they do a quick scan to find the content of greatest interest, so it is important that you are offered a smooth browsing experience so that you can easily find the information you require.

Writing
When it comes to websites, the standard is quality over quantity, the wording must be concise and without large blocks of text like print media that readers tend to overlook.

he first paragraphs must have important information to persuade the user to continue reading, so it is advisable to headline with attractive phrases and divide the content into sections with subtitles with keywords and bullet points to speed up reading.

And of course, writing for the web should not be synonymous with writing without style, the language will be aimed at the type of target audience: housewives, athletes, professionals, executives, students, etc.

Design
The website design must be consistent with the corporate image, so the color and typography options will follow the visual line of the brand, relying on the most recognizable iconic elements such as the logo.

The best option is to have an original web design with a tendency to the minimalist, creativity does not mean overloading the website with many meaningless ornaments that distract the attention of users and that will also make loading times longer.

Since not all visitors will find the website from a desktop computer, you should not forget to have a responsive design that adapts to the screens of other devices such as smartphones and tablets.

Social networks
Just as social networks must direct to the company's website, it must also have links that direct towards them in which the user will see their browsing experience complemented and can access other types of content.

This not only achieves more followers, but by adding buttons that facilitate the option of sharing content on Twitter, Facebook or other platforms, it is possible to reach potential customers.

Content
One of the best ways to increase the number of visitors to the company's website is to nurture it with periodic content that complements the publications regarding the products or services offered. Maintaining a blog is an ideal tool to publish these types of articles of interest and also other valuable content such as infographics or videos.

Management platforms
When it comes to building a website from scratch, you don't always have to start from code base. Currently there are many options for content management platforms such as WordPress or Joomla that have a large catalog of editable templates.

These managers also have many plugins that will greatly facilitate the maintenance of the website and have a statistics section that measures the flow of visits, the most viewed sections and other characteristics that allow to verify the general performance of the site.