While re-reading this book, it came to my attention that, also in the world of websites, as important as what you see: the graphic mood, the impact created using images, videos and the right copy, ... is what you don't see, but has to be there!

There are several factors responsible for the success of a website, which are not seen. They are essential to the speed and fluidity of navigation, the effectiveness of the animations, the safety and protection of the user, and the positioning achieved in Google. These factors, invisible to less experienced eyes, enhance the success of this digital channel and the conversion of interested users into loyal customers.

We leave below some examples:

• Image and video optimization - a picture (or even a video) is worth a thousand words! For it to have the desired impact, it is very important to optimize the weight of each image/video to boost a good page speed of each page of the site, without jeopardizing the quality visible to the user.
• Technical SEO - for your website to be found by those who search, it is not enough to exist, it has to respect a set of technical optimization rules imposed by search engines like Google. Having well-structured code with meta-titles, meta-descriptions, H1, H2 ... is not visible to the average user, but it is essential for a good organic indexing, i.e. for your site to be found.
• Parameterization of a CMS - having a CMS (Content Management System) that is simple to use and robust, that ensures agility in content management without jeopardizing the UI/UX (User Interface, User Experience) of the site is important for its success. A website is not a work of art, it's a living organism and the easier it is to update, the more alive it will be!
• HTTPS protocol - seems obvious but is not always ensured. To ensure that the communication between the user's browser and the web server is secure, it is important to use the HTTPS protocol. This involves obtaining an SSL certificate and installing it on a secure web server to encrypt the communication.
• Hosting - the server where your site is hosted has a high responsibility for its performance, reliability and security. Overloaded hosting brings with it problems of fast browsing, low uptime and inability to convert.

These are just some of the technical developments that are essential for a secure and functional site. We also emphasize the importance of testing, testing, and testing! ... in all browsers (Chrome, Safari, Firefox, Edge, ...), on all devices (mobile, tablet, desktop in multiple formats, ...). The fact that these points are invisible to users doesn't mean that they are not essential to maximize the effectiveness of your website.