How to win on the web
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Customers
Consider what you want customers to do when they visit the web site. Deloitte partner Stuart Johnston says: "Talk to customers and then think, 'How could we do that on the web?'"
Keywords
Use keywords that help your web site appear at the top of the search engine list, but don't go too far. Aidan Beanland, regional search engine optimisation manager for Yahoo South Asia, says: "Write pages that are unique, short and concise. If you are selling runners, use the words sneakers and trainers, and include brand names."
Search engines
Consider paying the various search engine companies for certain keywords that ensure you come up at the top of the list.
Contact details
Put your company's contact address and phone number on every page. It is the simplest technique to win customers' trust.
Keep it simple
Keep the web site clear and simple.
Make it easy
Make sure a customer needs no more than three clicks to buy.
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