How Can I Set My Website Up for Success?

Having a website for your business is crucial for growing your business and reaching clients and potential clients from all of the United States and the world. When deciding on website platforms and hosting that will work for you, it’s important to look at all of the options. Here at Boston Web Marketing, we highly suggest using WordPress – it’s the most-used platform across the board and allows infinite options to grow, where some of the other platforms can be extremely limiting. Once you decide on a platform to use, you’ll start your analysis process, focus on your website and social media platforms, and traffic to your website.


When completing an analysis of your website, you’ll also want to complete an analysis of your competitors website as well. This will give you an idea of how much content other businesses in your industry are creating, what’s marketing techniques they are seeing success from, and what content people are engaging with and on what platforms. When completing an analysis of your competitors, you will want to focus on the following:

  • Who your competitors are
  • How often they are publishing content
  • The general topics covered within the website and blog
  • How frequently they are sending out newsletters
  • What social media platforms they are utilizing
  • Format and length of content published

From this information you gather, you’ll be able to assess what the most important aspects of your website within your industry are. This could range from photography and length of content to the platforms people use to engage with your industry the most and resources you might need to invest in.

Keyword Research

Ranking organically on the first page on search engine result pages entails a great deal of competition. It’s important to know what keywords in order to execute your SEO plan and increase your rankings over time to eventually work up to the first page. You can use tools like Google’s Adwords keyword planner to figure out what keywords people are using to find goods and services in your industry, that eventually lead them to your website.

Website & Branding

Carrying your businesses branding throughout your website and social media platforms and making sure it relates to your target audience is extremely important. When a user goes to a website and receives a complete 180-degree difference in branding then your services and in-store experience, they can be confused and will most likely decide not to come back to your site. By having your website, logo, social media, and photos all line up together, you promote a cohesive brand that will customers and potential customers coming back for more because they know what to expect from you.

Traffic Generation

Once your website is all set up, it’s time to start focusing on generating traffic to your website. The number one way to gain traffic to your website is through search engine optimization (SEO) and making sure your website is optimized on and off page correctly. This is where your keyword research will also come in play!


Developing content for your website is a no-brainer but ensuring that the content is quality content and not thin content is they key. There is no perfect formula for creating the right layout for your content, it’s a lot of testing work. Overtime, you will develop the right structure that grabs the attention of your target audience and that also works for you. At first, take into consideration the information you gathered in the analysis stage regarding your competitors and base your content off these numbers.

Social Media

Not only does social media help you engage with your target audience but it also helps drive traffic to your website. Keep your posting on social media platforms consistent and brand-specific.

Here are some social media tips:

  • Post 2-3 times per week, per platform
  • Use scheduling tools to schedule out your content
  • Run Ads (Facebook Ads are low-cost with a large ROI)
  • Ask questions
  • Share your content

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