Websites are a very effective sales channel.
They advertise 24/7 to a global audience; a sales team that never takes holidays or coffee breaks.
However most sites are invisible to the target audience.
Lots of people we speak to dispute this. They type in their company name, see they are at page 1, position 1 and assume that’s all they need.
(By the way, for the pros out there, this site isn’t optimised yet- and for good reasons. There’ll be a war story in due course)
But what about people who have never heard of your company?
Remember the last time you went shopping on-line.
Did you type in a company name, or was it something more general,
like a brand name, or a search term such as ‘Carpet Cleaning W1’.
In other words, they may search for what you can do for them.
Most people mistakenly think the search engine will ‘take care of all that’.
Google, Yahoo, MSN et. al. don’t search the entire internet when you submit a query; that takes too long.
Instead they search their own directories, and offer the pages that seem most relevant.
This relevance is assessed automatically beforehand using software robots, sometimes called spiders. Spiders scan the text and pictures, and decide how relevant they are.
So the way the site is constructed (copy, images, tags and other items) is absolutely crucial. Get this right, and your site appears on page 1, with a good chance you’ll receive an inquiry.
Of course you can pay to be seen.
Search Engines show three types of records.
At the top of the page are Banner Ads; someone has paid a lot to be appear there. On the right hand side is a column
of paid adverts (usually are much cheaper than a banner). The advertiser pays only when someone clicks on the ad – hence the term Pay Per Click.
The remainder holds Organic Listings.
These are records the search engine says are relevant.
Such listings may cost more to set up but they can prove cheaper and more effective in the longer term.
Once people find you, they’ll need to be guided quickly to the information they need. This increases your chances of them taking action – placing an inquiry, or making a purchase.
If your product or service is expensive or complicated, expect people to visit you several times to check out the offer.
Visit one might be a quick view for comparison purposes. Further visits would look further into the details of your offer, and culminate in a formal inquiry.
People give away an awful lot of information during the process, allowing you to tailor your response. That is, as long as your system can do this for you. We know people who do this rather well.
For users with high ad spends – £300,000 per annum and above – specialist help is required. You can track visitors in some detail and make changes that will improve your results dramatically.
One of our partners has delivered spectacular results in this area, please contact us for details.
ID Associates offers all of these through it’s partner network.
Website Repairs are also available.
Details supplied on request.