Thursday, 16 October 2008

Waypoint Systems Ltd has been providing online applications to a wide range of SME’s since 2003 - specializing in the creation, development and maintenance of bespoke websites as well as online data collection systems.

In 2008 Waypoint launched two bespoke software applications, which have been developed in-house to suit the needs of their client mix. These are an e-commerce store and a website content management system – both of which are extendable and flexible enough to deal with Waypoints ever growing list of clients and industry sectors.

Olivia Willcocks is the Managing Director of Waypoint Systems and here, she shares her 10 top tips to check that your website is working for you.

(1) Ensure your website is up to date.
Keep on top of the content you have online, make sure you only have new and relevant news and that all the pages contain up to date material.

(2) Manage the content yourself.
Make sure you are able to change everything on your website and that you receive adequate training on how to do this. With a good system you should be able to change every word and image on your website including the metadata.

(3) Make sure you know how well your website is working for you.
Are you meeting the targets you set for the website? Do you know that you are – are you getting monthly statistics reports or do you get access to online statistics so you can ensure that your website works for you?

(4) Make sure you are in control of the metadata on each page.
Each page of your website should have its own set of keywords and you should be able to alter these yourself. The CMS element of your website should also let you know what are strong and weak keywords for that individual page. This will increase your search engine optimization ratings significantly.

(5) Purchase similar domain names.
By purchasing similar domain names to your primary domain name you will not only aid your search engine ratings but will also stop your competitors from purchasing them and pointing the domains to their website.

(6) Feel comfortable with your website supplier.
Having a holistic approach to your relationship with your website supplier will ensure that you are able to tell them exactly what you think and what you want – after all your website supplier is one of your top sales agents.

(7) Ensure your website has synergy with the other elements of your marketing mix.
It is imperative that the look and feel of your website resembles the other marketing material that you utilize within your company. Failure to do this can result in mixed and confusing messages being sent out to your potential clients.

(8) Use a bespoke CMS or e-commerce element that works for you.
Using a templated element to your website will leave you without the ability to expand your website as you grow. A bespoke solution tailored to suit your company needs will ensure that you can keep your web presence up to date and relevant at all times.

(9) Does your website pass W3C standards.
All websites should pass W3C standards – this is the World Wide Web Consortium and they are responsible for developing specifications and guidelines to lead the web to its full potential. These guidelines will include web accessibility – so ensuring that your website can be viewed by people with site disabilities for example.

(10) Publish your website.
Once you have a website that you are proud of make sure you publish it and advertise the URL on all your marketing equipment. This is especially important for online marketing in order for you to build up your link exchanges, which aid your search engine optimization.

For more information on anything covered in this article please contact Olivia A Willcocks ( or alternatively check out their website