In sales, we focus on getting leads and then converting them. One does not work without the other. A company that is getting a lot of leads but is not converting them, will likely take steps rather soon to find where the problem lies in their funnel. But websites often don’t enjoy the same level of diligence, even though they have the potential of being one of your greatest sales assets.
Our specialty is to generate traffic for our clients, specifically highly targeted organic traffic. But the real ROI is when this traffic converts into leads, phone calls, and new business. And this ultimately depends on your web design.
We have the pleasure of our Director and head of SEO, Abrar Patel and our guest Irwin Hau, Founder and Director of multi-award-winning web design agency, Chromatix, who are specialists in custom websites, here today to share their thoughts on how to marry SEO and Website to get the most out of any website launch.
Let’s get them to answer some common questions that people often have about websites:
What are the top 3 areas to consider with your area of expertise?
Abrar: Vision, timeframe and budget.
Vision, because it is important to have a clear understanding of what you’re getting yourself into with SEO and if it fits into your long-term vision for your business. Timeframe, because SEO is not for the impatient and if your business does not have firm foundations or a steady stream of clients and you need to see an ROI yesterday, you will be frustrated with SEO. And finally, budget because we find that companies that have allocated marketing budgets make it through till the effects kick in whereas businesses that have to overextend themselves to invest in SEO, often give up in a few months.
Irwin: User journey, attraction, credibility checks.
User journeys should be the heart of any site. The magic behind websites is understanding the user journey and behaviour. Without an understanding of digital user psychology and gaining insight into how your user is interacting with your site, you’ll never get the customer to the end action point of the site.
Attraction, or engagement, is all about getting an amazing first impression that continues to allure the user to stay and interact with the site. As the user explores and navigates through the site, the aim is to connect with the user through a series of images, icons, text and touch points.
The website at the end of the day is a sales piece and usually acts as a reputation builder. Credibility points are important for a site to help establish confidence for the client. Examples of these include awards, association logos, testimonials, case studies, affiliates, partners, etc. These all help to establish trust, which ultimately aims to tip users into contacting/touching base.
Why is your area of expertise so important for business besides ROI?
Abrar: Organic traffic does for your website what organic food does for your body. It takes time to work but there is nothing better than a website that is always prospecting for you. Google does not want you to rank, they want you to pay for every click. And what we do helps to ensure that your business does not rely on paid traffic in the long-term.
Irwin: A great website design can set your business apart from your competitors and helps to keep your company brand memorable. It also helps to establish your brand values visually and keeps your brand image looking consistent both online and offline. Strength in your site presentation increases consumer trust and brand size perception in the market.
How does collaborating with other specialists help you provide a greater service?
Abrar: Very much like different medical specialists working together on a patient’s health, a website needs a range of specialists to really perform at its best. To maximize the leads a website can generate, it needs the right design, the right copywriting, multiple traffic sources and tracking analytics. Collaborating with other specialists helps us provide a better service for our clients without having to claim that we’re experts in things that we’re not.
Irwin: There are many things I’ve learned over the last 9 years of running a business. One key thing is that you cannot be a master of everything. Each role in the digital industry has a unique part to play and requires researching, testing, training, and practical experience. By leveraging off teams that have geared themselves to be the best in their industry, you get the best of both worlds. You also end up having 2 different perspectives on the same piece which makes for a much stronger and robust solution.
What could I (the client) do to supplement the specialist work you guys do to get greater ROI?
Abrar: There’s a lot of buzz about content marketing these days. The truth is, that if your website is not seen as an authority in your field by Google, it doesn’t matter how much content you publish, it is not going to get much traction. But when combined with SEO, content marketing can be an excellent traffic generation strategy. Generally, 3 months into an SEO campaign, we recommend to all our clients that it is a good idea to publish articles that include longer versions of their keywords. As the site grows in its width, SEO and content marketing can really complement each other.
Irwin: As much as it is a website launch once you go live, it’s also a great PR opportunity. We encourage clients to plan for the launch of their sites and to leverage their networks in spreading the word. Everything from Linkedin, Facebook, email blast, simply get the news out there and be proud of your new site. Also, continue to keep your content on your site fresh and up to date, the last thing you want is for your website to speak of services you don’t provide any more or that you’re not featuring the latest and greatest of what’s going on in your business. Set up a content calendar or schedule for yourself to review the site.
Any final thoughts or tips you would give someone considering developing their site?
Abrar: I would recommend that you get SEO and copywriting involved from the beginning. Too often, we get clients who have spent thousands on their website but the way the site has been set up is so poorly optimized for SEO that we actually have to go back to the designer and work with them to restructure the site, which of course adds further costs for the client. Things like URL structure and Keyword Analysis/Planning make up the skeleton of the website and getting it right from the beginning means you’re building your website on a firm foundation.
Irwin: Like buying a car, you need to make sure it is maintained well to ensure it lasts the distance. With security updates, plugin amends and CMS changes, it’s vital to ensure that everything is kept up to date and maintained regularly. We strongly recommend this be done everything 2-3 months – depending on your industry. For businesses where your site is imperative to your daily operations, we recommend monthly to remove the stress of having a site down and to provide peace of mind. It’s also very important to have analytics running through your site so that you’re able to track and understand the insights of your user. Continue to review your Google Analytics and evolve the website accordingly based on the insights it provides. The website is not a static piece but an evolving beast which develops as your business grows.
Final Thoughts & Tips
Here are some key tips to consider if you’re not fully satisfied with what your current website is doing for your business :
- When you do both SEO & web design together and plan for it from the beginning, you save money in the long run.
A site built correctly will not only empower you to edit the site content quickly and efficiently yourself, it will also ensure that your SEO consultant can focus on the more advanced techniques which can be done quickly and simply.
- If you fail to plan, you plan to fail. Have a strategy from day 1 and involve both web design & SEO specialists with the end in mind.
- Ongoing collaboration with your SEO and web design consultants is important.
Your Google Analytics will show how your customers are interacting with your site and you need to evolve it to match the user flows and journeys. You can also use our SEO audit tool to see how well your website is currently optimized.
- Google’s algorithms are fickle as ever. They continue to change so you need to keep up to date with the latest algorithm changes – your competitors are continuously pushing for top spot so you have to maintain that momentum.
- Make sure your SEO and Web Design consultants along with each other or else it can get challenging to manage even the simplest tasks.
Experienced specialists should be able to work hand in hand so that they deliver the best result in a collaborative fashion
SEO & web design are intrinsically related and for a website to perform at its best, you’re going to need both.