Common Issues and Considerations Before Building a Website
Many SMEs fail to clarify the purpose of their website before building it, resulting in a site that serves little function. First, define the core use: is it to showcase brand image, generate customer inquiries, or serve as a product catalog? Different goals require different site structures and feature priorities. Second, choose a reliable domain and hosting provider; opt for reputable services. Keep the domain short, memorable, and related to your company name or brand. Select hosting based on expected traffic—shared hosting or cloud servers are sufficient for most SMEs initially, with upgrades as needed. Additionally, understand the registration process: domestic websites must complete ICP registration before going live.
Common Issues and Considerations During Website Production
Clear Column Planning
Avoid creating too many columns just to fill content, which can confuse users. Stick to core sections: Home, About Us, Products/Services, News, and Contact Us. For specific businesses, add sections like Case Studies or FAQs. Use simple, jargon-free names for each column. Keep the hierarchy shallow—ideally within three levels—to make navigation easy for users and search engines.
Authentic and Valuable Content
Ensure company introductions, product descriptions, and service processes are accurate and truthful, avoiding exaggeration. Use real images and copy from your business rather than copying competitors or using generic stock materials. Regularly update the News section with industry insights or company updates to keep the site active. Avoid absolute terms like "best" or "first," which are prohibited.
Balanced Design and User Experience
Design should reflect your brand identity, with consistent colors and fonts, and fast page loading. Mobile responsiveness is essential, as many users access sites via phones. Avoid excessive animations or large images that slow loading. Keep navigation fixed for easy access. Make contact details and online forms prominent, but avoid intrusive pop-ups.
Post-Launch Operations and Maintenance
Regular Content Updates
Launching a website is just the beginning. Stale content reduces search engine rankings and makes your business seem inactive. Aim to publish 1–2 original articles or industry updates monthly, and update product information promptly. Focus content on user concerns rather than keyword stuffing.
Basic SEO Optimization
SMEs don’t need complex SEO, but basics matter. Set unique titles and descriptions for each page, add alt attributes to images, and use proper H tags. Keep the site structure flat, with important pages easily accessible. Regularly check for broken links and 404 pages, and submit a sitemap to search engines. These steps help generate organic traffic.
Data Monitoring and Adjustments
Install analytics tools (e.g., Baidu Analytics, Google Analytics) to track traffic, sources, and user behavior. High bounce rates on a page may indicate content or design issues. Use data to identify popular sections and areas for improvement. Focus on meaningful inquiries or conversions, not just traffic volume.
Considerations for Revamping an Old Website
If your site is outdated, slow, or missing features, consider a revamp. Back up old data, especially customer info and historical articles. Keep URL structures unchanged if possible; if changes are necessary, implement 301 redirects to avoid traffic loss. Ensure the site remains accessible during the revamp, or set up a maintenance page. Monitor rankings and traffic closely after launch and adjust as needed.
Common Mistakes Summary
- Unclear goals: Building a site without knowing its purpose
- Overly tight budgets: Cheap template sites lead to high maintenance costs and inflexibility
- One-time content fill: No updates after launch, making the site a decoration
- Ignoring mobile: Over half of traffic is mobile; poor experience loses customers
- No SEO basics: Waiting for customers to find you without organic search efforts
Next Steps
If you’re planning to build or revamp a site, start by clarifying your needs and budget, and list core features and content. Look at competitor sites for inspiration, but avoid copying. Compare multiple service providers, review their portfolios and client feedback. When signing a contract, specify project details, timelines, and maintenance costs. After launch, assign someone to handle content updates and data monitoring. If you lack in-house expertise, consider outsourcing operations, but clearly define the scope and acceptance criteria.
