If you are a business owner or a marketing professional looking to build a marketing website, you won’t have much difficulty finding a good CMS (Content Management System) for this, as there is a wide range of website builders available online.
Each of these CMSs has it’s own unique features, advantages, and drawbacks, though all are intended for the same purpose, that is – building a website.
Out of these, some CMSs are suited for professional or amateur developers with some technical knowledge, while some are suitable for non-developers, who don’t possess much technical knowledge.
With so many options available in front of you, it is a bit difficult to choose the most suitable builder for your website. So if you want to create a website, cataloging your requirements first will be helpful for you to decide which CMS you should go for.
There are some important points that you might need to consider when choosing a CMS platform for building a marketing website.
For a marketing or professional purposes, it is important to make a website that is not only visually appealing but has a good navigation flow with a clear presentation of the specific business, highlighting various USPs and other features with well-articulated content and good resolution images.
Having an easy navigation flow design helps provide a seamless user/visitor experience. Users, especially first-timers should be able to find information, contact details and anything else they are searching for, without too much hassle.
It is also important for a professional website to have a design that is unique and customized to the business’s products or services. So the website CMS platform you choose should allow you to add your own code. Some CMSs have a code editor where you can add your own HTML and CSS code, while some CMSs provide ready-made templates and design elements that can be dragged and dropped.
A builder software having a code-editor is a more flexible option, as it allows you to bring your own design idea to life on the website, and customize it to your business needs. Such a design will most definitely be unique.
The other important features that your website CMS platform should have are SEO (Search Engine Optimization) and Web Analytics.
Once the website is created and made live, for it to get maximum visibility and visitor traffic, it needs to be easily accessible by search engines online. To enable this, Search Engine Optimization(SEO) needs to be done for the website, and for this, a CMS with an integrated SEO tool should be chosen.
SEO basically involves adding features like –
Meta title(The title of the web page, that is displayed on top of the browser and also on search engine results headings as title);
Meta description (Summary of the web page content, having the primary key words enabling search engines to find the page easily);
Canonical URL(the full URL of the web page, that will appear on search results);
Alt text for Images (A text describing an image added on the web page, that search engines can use to find the image and display in results).
With the help of these details, the search engines can easily find and display your website among others with similar names or URLs. This also increases the site’s visibility, and that is crucial to the business because no matter how attractive the website is, it is of no use to the business without substantial visitor traffic.
Web Analytics is also very important for a marketing website; It basically helps you analyze the behavior patterns of visitors to your website. To raise the number of visitors and to ensure that the ones who already visited return or purchase the business’s products or services, the web developer and designers need to gain insight into the visitor behaviors, to know what makes them visit or not visit a web page. Using this information, further improvements can be made on the website, if and as deemed necessary.
And to make this feasible, a website builder with an integrated analytics tool should be chosen.
End Notes – For your marketing website, it is advisable for you to choose a website CMS platform that comes integrated with an SEO tool, Analytics tool (like Google Analytics) and a code-editor that allows you to add and execute your own HTML (and CSS) design code.