The heart of your DACH communications structure: Your German website

The home of your German SEO content

Your corporate German website is one of the most important elements of the omnichannel experience of your German customers.

On your site, you can show consumers just how accessible you are. You offer the solution to something they are looking for, and what you show on your website can convince them that this is what they want. 

With a well-chosen approach for your German SEO you can achieve a good ranking among the top positions in SERPs (Google, Bing, etc.), which will help your customers find you when they search for products like yours.

On your German website, a natural SEO keyword placement, a good-read experience, and an adequate copy-length, are among the influential factors that will give you good online visibility. 

And building on a good usability & UX concept and convincing cornerstone content -the most important articles/pages on your corporate website-, you can create an on-site journey for your visitors that will make them want to come back for more later, or even purchase your products on the spot.

If you are a very early stage startup that has a limited offering, you can also consider choosing a light landing page instead of a full website. This will limit your SEO capabilities, but if you have a solid ad spending budget, Google offers ad campaign models that can help you achieve good SERP visibility through ads. The same approach would be recommendable for brands that offer products that are self-explaining and require a strong emphasis on inspiring product shots with limited copy.

Individual approach to your German website

Creating a German SEO website, there is no “one-size-fits-all” approach to this task. Every brand / company / organization is different and has different target groups with different preferences.  

The nature of the content will differ substantially, requiring a specific framework. The B2B website of a Swiss-German biotech startup will have a different focus, structure, and different tone of voice than the online presence of Austria’s biggest founders’ event, or the sales-focused corporate website of a leading e-mobility company from Slovakia. And unlike these informative or educational sites, if you are a leading European retro fashion online boutique, you might choose inspiring story-like content for your site. 

Thus, the length and complexity of the German SEO copy that needs to be developed will vary. And, likely, the space needed to accommodate it on the site will also differ, which in turn will have implications for the design.

Always keep in mind that websites serve different purposes, which are defined in the overarching marketing strategy.

  • Does your website serve commercial objectives?
  • How much of your commercial success would you like to assign to your inbound marketing strategy?
  • What is the role your website has in this strategy?
  • Do you want visitors to purchase products on the site?

If you want your website to become the starting point for the actual sales process, then this must be the guiding principle of your website concept. The closer you get to implementing a D2C business model, the more you need to max the effort you put into developing your site.


Site Concept

The first step is to develop the concept for your German website. 

If you choose us to be your German SEO company, we will discuss the specific objectives of your German SEO corporate website, your target groups’ preferences, the site’s functions and content, website architecture, on-site user experience, and general design. 

We will discuss how you can set up good usability and achieve at-the-fold re-capturing of your visitors’ attention to make them continue on the page. Also, we’ll define internal links to develop a hierarchy of pages to guide visitors.

Your site will contain inspiring, reassuring, and converting elements. All are needed to cover differing consumer knowledge and intention in the awareness curve.

You’ll also want to consider aligning your business site’s content on google and your social media channels. These are different tools but they are very efficient for directing customers to your official website, as part of your online marketing strategy. Search engines not only count the number of visitors who came to your site via organic search but also visitors that came from social platforms. They will also count the number of pages visitors look at and the number of times they re-visit.

Responsive design

Moreover, to catch all those German consumers that look for products and services on their mobile devices your German website should be highly responsive. 

Your design should allow for a good user experience on mobile devices. (It’s relevance is increasing.) And your German SEO content needs to be useful on mobile screens as well, meaning that it should have the right length and also, considering that most German consumers are above 40 years of age, feature a font size that allows for easy reading. 

Your content marketing agency for the DACH countries, we will help you find an engaging responsive website design and structure to guide your German customers. It will likely differ from ours, which has a minimal design to underline that we operate in a lean manner to optimize the marketing spending of clients. Your site will be the home of your content and it will display your products and brand values.

Content creation

Creating your content, we will use our market knowledge, customer preferences, and your brand’s characteristics. They will be influential for defining the voice & tone and look & feel of your German website. 

Depending on your products or services, the most catchy elements of your German website will be your visual content. With the pre-defined approach towards UX, we’ll support you with creating visual content that captivates.  

And let’s put your messages into words and stories that will inspire your target groups. Whether it’s original German website copy, or a German translation / transcreation of your original website content. 

And with the right SEO approach, your site will be the key element of your inbound marketing/content strategy. The placement of keywords and above all meaningful web copy that really informs and inspires site visitors are among the top criteria for good onsite SEO. Why? Because when visitors visit several pages of your site, they stay longer, engage more, and have a higher “dwell time”, which is good for your SERP ranking. And “small things” can have a big impact, too.


Site creation

The final step is to set up the site. If you have a site developer, we will limit our role to creating the concept and content.

Alternatively, we will create a lean WordPress site that is flexible and easy to use. 

The look will represent your individual brand values and will be tailored to host your content effectively. There are many WordPress pre-configured themes that have a great and functional design and still offer potential for individual alterations and add-ons. You will also get essential SEO tools for your site.