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Good SEO is vital. It’s not something you should leave to chance. Most people search for products by generic terms: washing machine or TV rather than Hotpoint or Panasonic, so your SEO has to be properly focused in order to attract the right visitors. As with any field there are tricks of the trade and a modest investment in expert insight will pay dividends.

Someone with knowledge of search engine functionality will help you develop the structure and content of your ecommerce website so it ranks well - because it doesn’t matter if you’re in Leicester or Laos, if your customer can’t find you in the search engines you’ve got real problems.

Another primary element is web design. It needs to attract your visitors immediately. A few years ago simply having a presence online was enough. Now customers are much more discerning. If you don’t grab their attention in the first few seconds they are likely to end up at your competitor’s site instead. A good web design company will work with you to enhance not just the visual appearance but the whole selling process. It ensures your site is easy for your customers to use - the kind of place they will return to again and again. Which brings us back to structure. You need immediate impact to catch the eye then clear navigation to retain that visitor and make it easy for them to buy.

Offers need to be not just prominent but easily understood. You also need to consider customer interaction and the inclusion of social media. Achieving all this while keeping your ecommerce website engaging for your visitor requires considerable thought and planning and every small business needs some external input to be successful. Finding a partner that understands your needs is the key.