WordPress Audit Checklist: Be Proactive in Managing Your Website
In the rush to launch a sleek, functional website, it’s easy to focus on aesthetics, features, and copy and forget the most important question of all: why?
Why should your customer care about what you offer?
Why should they choose you over someone else?
Without these answers, even the most beautifully designed website will fail to resonate.
Understanding and articulating the “why” behind your business is the foundation for building a site that not only attracts visitors but moves them to action. It shifts the focus from what you’re selling to what your customer needs, and that’s where real connections begin.
But it’s not enough to simply build the site; you need to ensure your customers can find it. This is where SEO and keyword research come in. By understanding the language your customers are using to search for solutions, you can ensure that your website addresses their motivations and fulfils their needs more effectively.
Why Should Your Customer Care?
At the heart of every website visit is a need. Your customer arrives with a goal: to solve a problem, answer a question, or improve their situation. If your website doesn’t immediately address that motivation, you risk losing their attention. This is why it’s critical to lead with clarity. Highlight the pain points you solve and the benefits you deliver. Your homepage, headers, and messaging should reflect an understanding of your audience’s priorities.
Incorporating keyword research into this process ensures that you’re using the words your customers are actually searching for. These are the search terms or phrases that best represent their problems and the solutions they’re seeking. For example, if you’re a financial advisor targeting young professionals, keywords like “retirement planning for millennials” or “budgeting tips for young professionals” might be the terms your target audience is searching for. By using these keywords throughout your site’s copy, you increase the likelihood that customers will find you when they search for these exact solutions.
Why Should They Choose You?
Once your customer sees that you understand their needs, the next question naturally follows: why you? Many businesses offer similar products or services. The difference lies in how you do it, the values that drive you, and the unique experience you offer.
This is where your brand’s voice, tone, and positioning matter. Your website must communicate your personality, your strengths, and the promise you deliver. Through testimonials, case studies, or even thoughtful design choices, your site should demonstrate your credibility and the consistent results you provide.
In the world of SEO, choosing the right keywords also helps you stand out. Targeting long-tail keywords, more specific phrases like “how to save for retirement in your 20s” rather than just “retirement planning”, can attract a highly relevant audience. These keywords typically have lower competition and can lead to more qualified leads. By optimising your website for both short-tail and long-tail keywords, you give yourself the best chance of ranking for terms that genuinely match what your target customers are searching for.
Define and Deliver Your Value Proposition
Your value proposition is the bridge between your customer’s “why” and your offering. It explains how your product or service solves their problem, the specific benefits they’ll receive, and why your solution is the most effective.
An effective value proposition is specific, customer-focused, and easy to grasp. It should appear above the fold and throughout your site, reinforcing your key message. Think of it as the answer to the question: What makes you the right choice for me?
Incorporating keyword research into your value proposition ensures that the language you’re using resonates with the keywords your audience is searching for. If your value proposition includes terms that your target audience is actively seeking, you’re increasing the chances of them clicking on your site in search results. Tools like Google Keyword Planner or SEMrush can help you identify the terms with the highest search volume and relevance to your industry.
Your website’s design, copy, and structure should work together to amplify this value. Use language your audience understands, visuals that support your message, and calls-to-action that align with your promise. Don’t forget to incorporate keywords in strategic places like title tags, meta descriptions, headers, and image alt text to ensure you’re maximising your SEO potential.
Lead With Purpose, Not Just Design
A website without a clear “why” is like a ship without a compass. It might look great, but it’s unlikely to reach its destination. When you build your website with your customer’s motivations in mind, everything changes. Your message becomes clearer, your design becomes more intentional, and your connection with your audience grows stronger. But to truly be found, you must align your content with the language your potential customers are using.
Start by asking the right questions: Why do we exist? Why should our customer care? Why are we different? And don’t forget: Why are they searching for us? The answers to these questions will guide every element of your website, and ensure that your site ranks higher in search results to bring in the right audience, fulfilling their needs and your business goals at the same time.
if you’re ready to create a website with purpose, contact us at vic@webstitchdesign.com
