You have a website and you're driving traffic... so where are all the customers? By setting and tracking goals and closely monitoring your site's performance you can hone your its effectiveness as a sales tool.
I offer a complete digital package. This starts with a professional web build that makes the most of modern development techniques. Your site must look great on all devices, load quickly and deliver your message concisely.
Next you need traffic. Relevant traffic. This is most effectively delivered via a PPC (pay-per-click) platform such as Google Adwords. This powerful tool can build an audience in an instant - but you need expert help to make it work as well as it should.
With traffic and the data it generates, you can start to hone your site to achieve better results. Simple changes can make a big difference to the rate your website is able to convert users in to customers.
Take one (or all) of my handy digital marketing health-checks to see where I can help you...
Ask yourself the following questions and give your own website an instant health check...
Ask yourself: Can our visitors instantly tell what we do at first glance?
You have an important message to get across and limited attention spans to work with. Don't waste precious seconds making your audience figure out what it is you do. They will thank you for spelling it out to them by sticking around longer.
Ask yourself: Is my site mobile friendly?
Mobile use is growing exponentially and you cannot aford to ignore users who want to view your website on the go. This means building a responsive website that not only downloads quickly but looks great no matter what size the device.
Ask yourself: Am I optimised for SEO?
My diagnosis: Good SEO (Search Engine Optmisation) starts from the ground up. You need to nail the basics at the start so that, regardless of any future investment you plan to make in SEO, you're set up to rank well for your important keyword terms.
Ask yourself: Am I using outdated technologies?
Flash is outdated and unsupported on mobile devices. If you’re still using it you need to update now because you will be losing traffic. This doesn't mean you can’t have creative and dynamic web pages, but that you need to be achieving it through the use of modern web technologies including HTML5, CSS3 and jQuery. Likewise, it is no longer acceptable to use tables to layout your website. And I won't even mention framesets but if you’re using one you may be beyond help.
Ask yourself: Do I really need the bells and whistles?
That sexy jQuery carousel crammed with beautiful high-res images might look great - but ask yourself - what value is this actually adding? Is it worth the additional download footprint? Jumping on the latest trend band-wagon might not directly convert users into customers. My rule; less is nearly always more. Keep it clean, succinct and well structured.
Ask yourself: Am I in charge of my own content?
Static ‘brochure’ websites are thing of the past. These days a CMS (content management system) is so easy to set up that there is no excuse for any developer not to offer this for a minimal charge (I include this functionality with all my sites for free). This empowers you to the change and update your content as and when you need to change it.
How did you do?
If you answered 'yes' to everything then great; you're in good shape and it's time to start driving traffic to your site. If you answered 'no' to any of these then get in touch. I'll assess your site and let you know what needs improving.
Ask yourself the following questions and give your Pay-Per-Click campaigns an instant health check...
Ask yourself: Am I paying more than I need to for each click?
Almost certainly. Google thrives on relevancy. Make your ads more relevant and Google will reward you with cheaper clicks. Likewise, a bad campaign will be penalised with higher costs. A strong click-through-rate and high quality score will all help you to beat you competitors to the top spot and pay less per click than they do.
Ask yourself: Are my landing pages optimised?
Your paying for this traffic so it's important you deliver the right content to the right people. Google will reward you for doing this and your keyword's quality score is partly determined by how good your landing page is. And a better quality score means cheaper clicks.
Ask yourself: Do I know which keywords convert into leads/sales?
Spending blind is the equivalent of playing black-jack without looking at your cards. You need to be tracking every click and recording which keywords are delivering customers to you site. By doing this you can spend more on the good keywords and stop wasting money on the bad ones.
Ask yourself: Is my account structured in an optimal way?
: Good account structure is essential to achieving optimal results. Not only do you need your data organised in a way that makes it easy to find, filter and compare, but you also need to be writing ad copy that is laser targeted to the keywords you're bidding on.
Ask yourself: Am I making maximum use of ad extensions?
For those unsure, Ad Extensions are the additional blocks of information you can add to you paid search snippet. For example, Sitelinks allow you to deep-link to ultra-relevant content. You can also add phone number, address, review scores and even testimonials. The more 'above-the-fold' real-estate you can take up, the less there is for your competitors.
Ask yourself: Do I really want to be worried about all of these things?
Such is the scope of PPC it takes a specialist to know it all and how to best apply it. I've only touched the tip of the iceberg with this health-check. There are always savings to be made no matter what state your account is in. Please get in touch.
Check your current conversion status by asking yourself the following questions....
Ask yourself: Am I tracking my visitors?
This is Analytics 101. Google offer a free access to their powerful tracking platform, Google Analytics. Once you've installed the code (you may need to help of a web developer to do this), you'll have access to a wealth of data including where your users are coming from, how long they're spending on your site and much, much more.
Ask yourself: Have I set up goals?
The use of goals is all powerful. You need to know which users are converting into customers and goal tracking will tell you this. This technique is fundamental to conversion optimisation; your website exists for a purpose so you need to make sure its fulfilling its role.
Ask yourself: Have I established a conversion funnel?
Invariably there is a linear process that leads to a goal being completed. This might be the various stages of a checkout procedure for example. Tracking will show you where users are entering your funnel and, more importantly, where they're leaving it. Once you've identified a page that is causing users to prematurely leave the funnel, you know to go in and fix it.
Ask yourself: Are you split testing your content?
It's one thing to identify a problem area, it's another thing to fix it effectively. How do you know for certain that the changes you are making are having a positive impact? The answer is split-testing (or A/B testing). By sending a percentage of traffic to a different version or versions of your page you'll know categorically which works best. Then you can do it all again with another set of changes.
Ask yourself: Have I got the time/patience/skill-set to do all this myself?
If the answer is no then you now know someone who does...