The Website


About the Website

Your website is more than just a calling card or digital reference point. It is a newsfeed, product catalogue, and online showroom all at once, serving as instant proof of your value as a company. Rather than simply populating a page, it’s important to consider the goal(s) you would like that page to achieve, and the message you are sending to your audience.

Search Engine Optimisation (SEO)

Search engine optimisation is for robots, web copy is for humans. Keyword stuffing is a thing of the past, so forget about trying to outsmart Google and focus on your real-life audience instead. The best way to improve your search engine rankings is to create webpages that are well-structured, concise, and useful. The more backlinks you get from reputable websites, the better your overall ranking will become. As always, focus on creating value.

Some important things to remember:

  • One page per topic
  • Titles should be clear and descriptive
  • Use descriptive subtitles to structure your page
  • Every image should have descriptive alt text

Every page on your site will have its own keywords and ranking, so avoid mixing topics or putting too much conflicting information on one page. The easier it is to find and read your content, the easier it will be to catalogue, share, and rank.

Content & Tone

As much as you’re trying to highlight how amazing Novum services are, it’s no use unless the reader understands exactly how they work, how to access them, and who can answer their questions. 

Novum’s tone is confident, direct, and informal, meaning that it speaks to people in an instructive and human way. For every product and service feature mentioned on the site, there should be a sentence explaining the value of that feature, and a call to action that makes that feature visibly accessible to your audience. 

Interactive content, such as sign-up forms and call-to-action buttons, should take centre stage, with more passive content, such as team / company descriptions, lower down the page. Make it easy for people to engage with your content – after all, no one wants to waste their time digging around for answers.

Calls to Action

Calls to action should always be in the title case, i.e. Sign Up Free (not: Sign up FREE) and remain consistent across all mentions of the same feature.

This means that every product and service feature should be assigned its own call to action, and this should never change (even if the same product is mentioned again on a different page). 

Every call to action should be followed by this ➝ arrow symbol.

Some examples:


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