There is a notion in today’s society that “if you build it they will come.” While that may be the case for baseball fields in Iowa, it is certainly not the case for a business website.
A homepage should be considered another store-front for the company—curb appeal, architecture and usability are synergetic parts that should ideally work together to generate interest, leads and revenue.
Today, practically anyone with a laptop can build a decent looking website. There are platforms and templates readily available that are almost free of cost. However, an effective website is more than a pretty shell with a couple of pages full of information. A stunningly designed website that is easy to use and read on any device will set you apart from your competition.
Essentially, a beautiful website does not mean a thing if it is not turning its visitors into leads, and leads into prospective buyers. E.g. the conversation rate is low.
There are two critical success factors; first is getting your site found on search engines such as Google, Yahoo! And Bing. The Second is having the correct marketing tools within the website, which prompt potential buyers to take action. Your website should convert 75% of daily traffic into leads. The average consumer leaves a webpage within the first 10-30 seconds, meaning that businesses have less than a minute to generate interest and hold the visitor’s attention. This abandon rate is high because most consumers are in a hurry and extremely skeptical, having suffered through countless poorly designed websites in the past. Websites with clear value propositions and bold calls-to-action will hold consumers’ attention the longest. The inner dialogue of a potential customer is checking out your website goes a little something like this, “Does this company have what I need? Are they reputable? How can I get ahold of them quickly?”
Without obvious answers to these basic questions, your potential customers will search for another business whose site clearly provides the information, most likely a competitor down the road.
Even if you have a beautiful website, loaded all the tools required to engage prospects and contact you, it’s worthless if no one can see it. If a website is ranking anywhere past the first or second page on Google, Yahoo! Or Bing search results, your website is virtually useless. 75% of internet users will not scroll past the first page of Google search results (SearchEngingeJournal.com). Without proper placement in search results, it does not matter how well-designed your website is because no one will be able to see it.
There are two ways to drive placement of your website on the first page of Google; Pay Per Click (PPC) Google Adwords or Organic rankings. 70-80% of internet users ignore the paid ads, and focus only on the organic/natural results (SearchEngineJournal.com). Webpages that are organically ranked on the first page of Google are the pages that Google considers to be the most relevant, useful and trustworthy. This valuation is determined by using complex algorithm (mathematical process) which account for a multitude of factors. Although Google has never revealed the full set of its factors, a good SEO engineer can predict them and therefore give search engines exactly what they need for your website to climb in the organic rankings. Unfortunately, there is no magic wand that any SEO engineer can wave to guarantee you the coveted #1 spot on Google. Instead, monitoring the trends that Google values; constantly working to improve and track them, and staying on top of predicted updates, an SEO engineer can guarantee an improvement in your rankings.
There are many ways to generate interest and leads-paid ads, print media, aggressive cold calling, to name a few. Organic SEO drives inbound leads to you, which have a 14.6% close rate, whereas outbound leads such as direct mail or print ads have a 1.7% close rate (SearchEngingeJournal.com). On average, companies spend 10% of their annual revenue on marketing. When contemplating how to allocate this budget optimally, one must consider how and where the majority of consumers are searching. The internet is a giant field of opportunity waiting to be taken. While anyone can step up to a bat, a well-designed website that is easy to find, read and use have a better chance at hitting a home run and winning the consumers business.
If you’re not sure how well your site is performing, ask yourself these questions:
- Does your website rank on the first page of Google?
- Does your website generate new leads for you every day?
- Does your website rank on Google Maps?
- Is your website viewable on all devices, e.g. does it have a responsive design?
For a free evaluation of your current website and Search Engine rankings, members are encouraged to contact Courtney McKenna, Sales Director with High Level Marketing at 248-406-2174. High Level Marketing builds the bridge between your business and people who need your products or services by boosting your presence on Google and Bing. This includes comprehensive web-design, layout, social media, mobile app, and Search Engine Optimization for one low monthly budget. Visit them at www.highlevelmarketing.com or e-mail Courtney at firstname.lastname@example.org.