Outdated, poorly-written or SEO-unfriendly copywriting can give potential customers and search engines (eg. Google) the wrong impression. A website suffering from “content fatigue” will typically exhibit two or more of the following symptoms:-
- The language is dated or clichéd.
- The copywriting isn’t clear and concise.
- SEO keywords are absent from the text (or need refreshing).
- Grammatical errors and spelling mistakes are widespread.
- “News” and “Blog” sections haven’t been updated in a long time.
- Old products and services still appear on the site.
- The address and contact details of the business need updating.
- The profiles of former key employees remain on the site.
- The copyright notice on the bottom of the page has long expired.
An experienced SEO copywriter could be required to resolve some of these issues.
Anatomy of a Website
If you’re new to creating or planning a website, there are certain high-level components you should be aware of. These components, which may require budgeting and project management, form the basis of any website.
Development & Web Design
Development involves the actual programming or technical side of the website. A developer will typically use a Content Management System (CMS) to create the actual website. Popular “open source” Content Management Systems include WordPress, Joomla and Drupal.
Alternatively, a developer may decide to build your website from scratch, using a programming language or combination of languages. Common programming languages include HTML, PHP, CSS, and .NET.
Your site may also require access to a database technology such as MySQL or SQL, which enables both site visitors and authorised users to access, manage and update various forms of information (data) on your website. Most modern websites have access to a database. A website without a database is called a “static” site.
In most cases, your developer will also double-up as your web designer. In other words, a developer will typically take care of the visual appearance (front-end) of your website.
Content generally takes the form of copywriting (where Smart Words gets involved), graphics and images. In many cases, a graphic designer will design your site logo and graphics.
Once the website is actually built, and populated by text and graphics, it will need to exist on a server which is connected to the Internet. This is called hosting, or sometimes referred to as cloud.
Putting aside price, some things to consider when selecting a hosting provider are:-
• Is the server hosted in Australia? – a server hosted overseas may be subject to a foreign legal jurisdiction.
• Does the hosting provider have a good reputation for security and privacy?
• Do you require high levels of service and support? – higher levels of technical support and server uptime (including redundancy) are usually more expensive.
• Do you require a “shared” or “dedicated” server? – a dedicated server is obviously more expensive, as you’re guaranteed a dedicated amount of compute resource.
• Are you planning to do a lot of email marketing? – your “shared” hosting provider may insist that you have a dedicated IP address.
When it comes to selecting a hosting provider, it’s advisable to consult with your developer (web builder) to ensure interoperability with the programming framework and applications being deployed.