Web Sales On A Budget
The toughest question we get is whether a customer who already has a website should pay for SEO or Web Design when they can only afford one. Many business owners come to us in this situation. They are trying to survive in a difficult economy. They understand that showing up in the search engines is necessary for their survival and what they have right now isn’t working. This is usually when they contact us for a solution.
We begin by analyzing their website and competition. We start with a competitive analysis to show where they are ranking, what keywords they are showing up with, and who their competitors are. Of course, most business owners think they already know who their competition is, but often they are surprised to learn that the online landscape is different from what they perceived.
Between social media and search engines, we help them see what is working and what isn’t for their industry, and we help identify new opportunities to increase business.
Ok, that’s fine, but how is their website performing? Here’s the real issue that enters the equation. What is the point of creating traffic and working hard to get a website to rank in search result pages if the website fails to convert the visitor? Visitor conversion is vital to making the phone ring. If the visitor doesn’t see what they expect, they will leave the website faster than they found it.
Visitors who leave a site compound the problem with ranking because Google measures that as a “bounce rate”. Your goal with visitors to your website is to have people spend as much time as possible, and keep the bounce rate as low as you can. A lot of SEO books and websites talk about quality content, and content being king. If you can keep the on-site time high and the bounce rate low, then Google will think you are offering quality content.
But that’s not all. Sure people can spend time reading and you can have plenty of content, but you need them to convert to customers. Visitor conversion is the key to success. If visitors are showing up but not buying, you have a marketing problem. We can’t recommend a client spend money on SEO until they have a website that can make the sale. You could have a beautiful and engaging website, but it needs to be designed to convert.
The beauty and engagement of a site is a basic requirement, a lot of web design companies sell based on these features, but they don’t necessarily understand the culture of your business, the customer and how to close the deal for you. Things like “responsive design” and “user experience design” are industry buzzwords used by people who can operate design software and program wordpress, but as a discerning business owner you should recognize that there are millions of people right now using this terminology.
Tried and true conversion comes from a customer journey on your website. Guide the customer through the conversion process beginning with their level of understanding. Create a call to action that guides them based on how well they know the problem and solution being offered, or how quickly you can guide them to the product they are looking for, minimizing their frustration and thinking. Good web design matches the visitor with the content and leads them effortlessly to their solution.
The key to web sales on a budget is simply not wasting money on a broken system. Work with a web design marketing team that understands your business goals. By fixing the conversion process on your website, you are preparing yourself for the abundance of customers that SEO can offer.