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DIGITAL MARKETING: Optimising your site for visitors

  Paul Hatcher, Base One

These days a lot of effort is spent optimising websites for search engine friendliness - and for good reason. A high search engine ranking for correctly targeted keywords is one of the most effective ways of generating qualified traffic to your website.

But marketers ought to carefully consider what happens once the user gets to your website - and how to make the best first impression possible. The first impression a website gives users is undervalued by B2B marketers and is something they should take more seriously.