San Diego SEO - Is your Website a Sales Tool or a Brochure?
Yesterday, A client mentioned something that I found interesting. He said, “Two years ago, when I built my website it was for my viewers. I wrote the content myself and I was very proud of it. Slowly, through time, the site has become something completely different.”
Fortunately, he meant this is a good way! The website he started out with is what we call a brochure. What he ended up with is a website that converts traffic. What we mean by that is his site initially was exactly what he thought his viewers were looking for, a well designed professional-looking site. To boot, he had great writing that described each product he offered in great detail. Yet the site sat at # 5 in the country for his chosen key phrase and he had not yet received a single email or phone call.
Google analytics showed the traffic was coming onto the home page and “bouncing” as it’s called, right off the site. There are many reasons why. Here are a few.
1. Converting traffic to sales is believed to be the bi-product of search engine optimization. That is not the case. Getting traffic to the page does not guarantee a return on investment (ROI). Many SEO companies promise to build up your link portfolio to get you a good ranking. Most, unfortunately, think it is your responsibility to get a website that converts traffic.
2. Content writing is for your viewers, but without the proper keyword density it will not gain any attention from the search engines. Great content writers realize this and make a concerted effort to factor both while writing your content. We recommend using an SEO Expert when generating your website content.
3. People come to your home page looking to see which page they should visit next. A website is not read from left to right like a newspaper. Instead, a website is browsed quickly, for the “Where do I go next” button. So, a little compromise on the style and design of your website can go a long way. If done correctly it will not offset your viewer.
4. A website should call you to action. What we mean by this is simple: A brochure is a pamphlet that aims to get information to the reader. A call to action tells the reader where to go and what to do.
The next time you are on a major website, take notice how many times the site tells you to do something. Here are some popular calls to action:
· Click here for more info
· Call today to begin…
· Fill in your email address for our newsletter
Of course there are many more and the placement of these calls to action are just as important. Feel free to contact us to learn how your site can be come a sales tool as well as for all of your San Diego SEO needs.
SEO San Diego CA is located at 8002 Avenida Navidad, San Diego, CA 92122. T: 619-723-6060