Many business owners mistakenly think their website should primarily serve as an “online brochure.” That is great if someone was interested in printing your website. The thing is that website design is really a bit more involved than taking what works in print and moving it over to a web platform. They consider websites to be showpieces that offer little else besides company information and they only think of changing their websites when they feel like implementing a new design.
We hear it all the time… “people will call us for more information and pricing”… no, they won’t. They will take three seconds and go somewhere else that solves their problems or fills their desires. Welcome to 2013, where effective websites are platforms that drive leads and/or new business to your company. They help to get your business in front of more people through search engines, and they convert more prospects into leads and customers, with useful information to help the average Joe make decisions.
Nowadays, people need to worry about their website’s content and calls to action, not only website design. A good search (and social) optimized website should be built for capturing leads and converting them to new business.
Begin by asking yourself the following questions:
• Does my website drive significant leads to us?
• How many people visit our website?
• How many new customers do we get from our website a month? How much is that worth?
• How many ways can prospects connect with us and give us with their information? Do we have clear reasons why they should?
• Does our website focus more on telling everyone about our company, or on solving the business problems of our potential customers?
• Have we set conversion goals in our analytics software? Are we meeting those goals? Wait, do we even have analytics?
• How are we ranking in search engines for our key terms? Who is beating us out with our terms and why? What other terms might be advantageous to explore?
Once you have completed this exercise, focus on the results that you want to achieve.
Share these goals with whomever will re-imagine your website and create a search marketing strategy that helps you achieve the results you want. (Be careful not to lose any existing assets when you make these changes – eg, inbound links to pages, content, etc. It happens and when it does – it really sucks!) Then, look for ways to contribute content on an ongoing basis to your website. The more content you add to your website that addresses how to solve your customers’ business problems (or how your product does so), the more likely prospects will find you through search.