Tips to Ensure Your Sussex Website Succeeds

The importance of a well-crafted website cannot be understated, especially with consumers and brands fighting for maximum online visibility nowadays. Websites have become crucial tools in helping local businesses stand out online, attract more customers, generate more sales, and even expand overseas. 

It’s not enough for local businesses to simply have a website - they need one that converts and sets their brand apart from the crowd. A website alone won’t magically drive qualified traffic, leads and sales through; there are crucial elements that every Sussex business must get right to ensure their site and brand shines. 

Experts from the award-winning Sussex SEO agency Artemis Marketing - this year celebrating 20 years in business - have pulled together their most crucial recommendations for local business owners to optimise their sites and stand out in the competitive local business space.

Produce E-E-A-T Content 

In the age of AI, authentic content is crucial. Website content - not just your service or product pages, but supporting content like blogs, articles, and case studies - all reinforce your brand identity and engage your audience. 

While incorporating relevant keywords is important, Google is prioritising content that addresses users first and search terms second. Their widely-known E-E-A-T (experience, expertise, authority, and trustworthiness) principles for content should be followed as you generate interesting and engaging content that illustrates how your business adds value.

Prioritise User Experience (UX) 

In 2024, websites need to deliver ‌exceptional UX on both desktop and mobile, but particularly the latter as this is where the bulk of search traffic exists.

This involves ensuring the site has:

• Responsive design
• Easy navigation
• Fast loading times 
• Secure web hosting with SSL/TLS certification
• Clear calls-to-action (CTAs) and contact info in footers/headers

Failing to get UX right will mean that visitors are more likely to bounce and take their search elsewhere.

Optimise Your Google Business Profile (GBP)

Create a verified and accurate GBP (formerly Google My Business) page that is optimised for local traffic and visibility. 

An optimised GBP page, with up-to-date contact information, descriptions, opening hours, map functionality (and more) will give your business a greater chance of appearing in the coveted ‘local pack’ SERP positions, which are especially useful for attracting local visitors to your brick-and-mortar store(s).

Add Geo-Pages 

For businesses with more than one brick-and-mortar location, creating location pages (or geo-pages) can help reinforce your local coverage. Consider creating specific pages for local villages, towns, or regions, incorporating local search terms where relevant. 

Make sure this content is not duplicated and that each page contains logical on-page data like URLs, Page Titles, meta descriptions, and headings to differentiate them from other location pages.

Perform Link Building 

Expand your business visibility by earning citations and links in local directories. Dedicated link-building campaigns by guest posting on relevant, local third-party sites and industry resources can earn you valuable links which all contribute to improving your site’s domain authority (DA). This will also reinforce your local expertise and earn your brand valuable recognition.