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30
Nov
I had a customer ask me yesterday how she could start marketing her website while we are working on the website design. She definitely has the right attitude. I deal with a lot of clients that don’t want anything to go online until everything’s perfect. Most of these sites never see the light of day.
You see a website is never finished, it’s constantly changing. The Internet is constantly changing and it requires an hourly or even a minute by minute fine-tuning of our website functionality, design, content and look and feel. Other words, our website should get better every single day.
We have to understand what website visitors do on our site and what they want from our site. And let’s not forget it’s about making our website show up for the keywords that are going to convert a website visitor and not just drive traffic to our sites.
Let’s take John from Atlanta Georgia, John just bought a new car and he’s looking for car insurance. The first thing John does and is go Google and type in insurance. However, John is overwhelmed by all the different types of insurance we have flood insurance, health insurance, Obama insurance, and the list goes on and on. So John returns to Google and redefines his search term, he now searches for car insurance.
Now this is more to John’s liking, he’s looking at all kinds of car insurance companies that sell car insurance. At this point John realizes what he really wants is the best price on car insurance. So he returns to Google and types in best prices on car insurance. John pulls out his credit card and he’s about ready to make a purchase but before he does he will do one more search, this time it’s for best prices on car insurance in Atlanta Georgia.
John has his credit card in hand and he’s ready to make a purchase. He’s now looking for a website design that’s going to build a little trust. He’s going to find a lot of sites that are too cluttered, too confusing and hard to understand. He’s going to be confused with all the options available on some of the sites. He’s going to find sites with obnoxious colors and banner ads all over the place, he’s going to find sites that are cheesy and unprofessional. The fact is that most of the sites John visits sell the insurance he’s looking for and most likely in the price range he’ll eventually buy in. So why does one particular company get money while most of the others don’t even get a second look?
Companies will slave months to optimize a pay per click campaign. They construct their keyword list, write a pay per click ad copy, set up their bids, buy additional Banner ads and exposure on related websites, optimize their sites for organic search engines, create powerful affiliate programs with effective incentives, and set up a powerful series of e-mails that will be sent to prospects who respond to the initial offer. But when it’s all said and done they find that their website visitors only stay on the site for a second.
You see, if you’re websites unable to convert a visitor into a customer or get them to take the required action you are just wasting time and money. And to fine tune a website you have to have website visitors, because when it’s all said and done it comes down to the seconds you have to convince a website visitor that his or her life would be better, more profitable and happier if he or she owned what it is your website is selling.
All of your hard work comes down to the few precious moments that the Internet visitor spends on your website…
Tags: Website Optimizationnone
