“I don’t get it. The people who built my website did SEO and said I’d be all set, but I’m not getting any sales!”
It’s a common complaint.
Most small businesses hire someone to build a website for them. A few do it themselves or have a relative build one.
Then, the business braces itself for an onslaught of customers—only to end up playing solitaire.
What happened?
Simply put, they didn’t understand how internet marketing works.
It’s understandable. You are in business to do what you do, not become an internet marketing expert. Besides, internet marketing is a newer phenomenon that experts are still figuring out. So, it’s understandable that any given businessperson is bewildered.
That’s the point of this article – to give you an overview of the basics.
SEO (Search Engine Optimization), is the discipline that tracks what search engines look for on a website.
Important SEO facts:
- Search Engines are constantly reevaluating their criteria.
- Because people find loopholes and attempt to exploit the system.
- SEO is a continual process. It cannot be done when the website is originally built and forgotten about.
- Because of this, you need an SEO strategy, or you will fall behind.
The good news is that potential customers can find your website when SEO is done well.
Yay!
Right?
Yes. As far as it goes.
SEO only brings visitors to your virtual doorstep. It cannot engage them when they click on your link or even encourage them to click on it.
That’s where UX (User Experience) comes in. This discipline studies:
- The information visitors are looking for.
- In what order?
- Other things that turn visitors away, like
- site speed
- mobile friendliness
- accessibility
- navigation
- continuity
- and more.
Think of it this way. You are in a new town, browsing Main Street. You come to two stores side by side. Both have signs promising precisely what you are looking for, but one is more enticing. “Okay,” you think. “But maybe I’ll check out both anyway. After all, I’m a careful shopper.”
The first is a carefully laid-out shop that makes it easy to find the product you are looking for.
In addition, the sales personnel are friendly, knowledgeable, and helpful.
Dutifully, you go next door, but the first door you try is locked. You try another and step into a store that looks more like the home of a hoarder. While there must be a shopkeeper, you can’t find them or the products.
I don’t need to point out which store would get your business.
But, you object. My website doesn’t look like a hoarder’s house!
Most don’t, but they often fail to
- Provide the information the prospect wants
- in the order they want (or need) to make their decision.
Which results in visitors hitting the back button and going to your competitor’s site.
This is why website content auditors like myself focus on SEO and UX. SEO gets visitors to your website. UX helps visitors find their solutions.
For me, though, one more discipline goes hand in hand with UX.
That is Branding. Branding is the discipline that sets you apart from your competitors. It’s not the artwork you choose; it’s the core of your service or products.
Not every hammer is equal, and not every dentist provides the same services. Some focus on creating a family atmosphere. Some emphasize the latest technology. While others specialize in making patients as pain-free as possible. And so on.
Communicate the emphasis of your product or service. That is the core of branding. When you do, you are more likely to attract customers who value what you offer.
That results in more happy clients.
Are you struggling to turn your website visitors into customers? Don’t let your online presence go to waste. I offer free web content consultations (the link takes you to my homepage, then click on “Schedule my free initial consult now!”). During our consultation, we’ll discuss your current website performance. Identify potential areas for improvement. A tailored approach to SEO, UX, and branding could transform your online presence. Don’t leave your success to chance – contact me today.