So many times I see companies create highly-aggressive marketing campaigns, which will work in the short run but alienate new customers in the long run. As google becomes more focused on promoting sites that create good user experiences, rather than sites that  just “tick the algorithm boxes”, these types of sites will need some reworking and a rethink of the strategy.

Let’s look at how to create a website marketing strategy based on sound usability principles and a good user experience, not “the numbers game”.

Let’s start off with your goals as the website owner. After all, you’re not building the site for fun, you are building it to increase your commercial success.

Read more: How to Create a User-Friendly Website Marketing Strategy

One thing I have discovered as I have become more aware of the benefits of a user-friendly website is how applying your user-friendly website strategy can throw up some interesting design issues.

Some user-friendly features are easy to achieve - like making sure your logo links back to the homepage, so visitors know they can easily and confidently get back to a familiar point on your website.

However, some website features have a series of alternatives, all with plus and minus points. Perhaps something a bit more complicated, like an online reservation system. Or product selection "wizards". When you need to do something slightly more complicated or non-standard, often things aren't so clear cut then.

Which design alternative do you choose?

Read more: How Do You Know When Your Website's Good Enough?

If you fail to plan, then you are likely to fail in your endeavor of producing great copy.  If you wish to achieve your goals, it is important to gather all the facts.

First, you should anticipate the users’ of your sites questions.  Normally, there are four questions that a user will have that will need to be answered.

Read more: The Importance of Answering Visitors' Questions