Tag Archives: Conversions
How a Cheap Website Could Cost You Thousands
“Apples to Apples” is an old and often overused phrase, but the definition still holds value. Basically, when you’re shopping around for a quote for a service or product, make sure the quotes you receive include all the same services. That way you can accurately compare quotes like-for-like.
When it comes to getting a website designed and developed that is capable of generating leads and interest in your business and brand or even directly selling your products and services, the true ‘Cost of Ownership’ is a better factor to consider.
For example, a website costing £1,000 might seem like a much cheaper option initially than, say, a £2,500 website. But actually, it could cost you more in a very short period of time.
A £1,000 website is likely to be just that. A website. Box ticked. No extras. No bells and whistles, which really aren’t bells and whistles at all, but are actually an industry standard now.
It’s possible that the £1,000 website will have no SEO keyword research carried out, so the content won’t include the keywords (or search terms) you wish to rank for in the results of search engines like Google. The content itself could also be minimal, with no clear Call-to-Action.
This hurts your business twofold. Firstly, you’ve paid for a website that no one can find. Secondly, any website visitors your new site does attract are instantly put off by the lack of information, possibly resulting in zero leads being generated for your business.
A £2,500 website, however, could have full SEO, both technically and in terms of content. That would mean it will be more visible in search engine results pages for the focus keywords you wish to target, following your web design team’s keyword research, identifying what people search for the most. This ‘more expensive’ website is therefore likely to generate more click-throughs.
The chances are the content on the website will also be of higher quality and displayed in a much more engaging way, compelling website visitors to get in touch with you. Thus the new website you’ve invested in is generating and converting more opportunities for you, as it should be!
Download our Question Checklist to Help Businesses Compare Website Quotes Like-for-Like.
To help you ask the right questions and ensure you’re investing in a website that works for you, check out our downloadable Question Checklist to Help Businesses Compare Website Quotes Like-for-Like!
For many years I have been saying to website owners: “there’s no point having a fantastic website if no one is visiting it”, and, by the same token: “there is little point spending lots of money getting visitors to your website if, when they arrive, they find it difficult to navigate or find what they need, and it has no call to action.”
What I was really highlighting was that you should always consider Search Engine Optimisation (SEO) AND Conversion Rate Optimisation (CRO) together, and spread your digital marketing budget, no matter how small, across the board as a whole digital marketing strategy.
The CRO bit…
So ‘what is this CRO?’ I hear you ask. Well its nothing new. Good shopkeepers have been doing this for centuries: Making customers feel welcome, pleasantly asking what the customer is looking for today, placing products in the right place of their shop. Knowing what goes best where to entice the customer. Showing off the special deals and the price reductions on the way in and on the way out. Making sure the payment counter is clear and friendly.
Now imagine your website. Does it fill all these criteria and more? Try to think like a visitor. Just look at your website and see: is the navigation clear? Do your products stand out? Read your text out loud and see if it still makes sense. Of course, it’s hard to check your own work sometimes, so ask colleagues and friends if they would do a ‘usability test’ for you. Ask them to be honest, even brutal, and you will be on your way to a better and well thought out website.
You can start to be a bit more scientific if you like. There are plenty of applications and tools that will conduct a survey for you and even do complex split testing (show different versions of your site to different visitors so you can get data on what converts better).
It may be that a different font or font size may do better. A different colour pallet may get the customer clicking ‘add to basket’. That may sound silly but these simple style and format changes are proven to improve a web site bounce rate (or otherwise if you get it wrong).
However, if you’re not at the stage where you can employ a load of analysts, or perhaps just starting out, then for me, asking a load of friends and colleagues can be a very good substitute.
The SEO bit…
Once you’re happy with the look and usability of your website, and your ‘shop’ is looking good, you need to look at how to get more people inside it.
In basic terms, the more visitors you attract to your shop, the more sales or leads you are likely to make.
In our Victorian shop example of setting out (optimising) the shop to make it easier for the customer, now takes us outside and asks ‘how do we get more people to walk past the shop?’
You could put up a bigger sign with spotlights on it, so customers can search you out better as they walk along looking for services like the ones you provide. If your shop is in a town of other shops all selling the same thing (as typically displayed in a page of Search Engine results) then it might be important to be on the main street and not a back street, and maybe have a sign on the window highlighting your unique selling points that the others don’t have.
In the modern world of Digital Marketing, there are many ways to attract ‘click-through’ visitors to your website.
Search Engine Optimisation can be a big part of that marketing, and in itself is a very wide subject that can make a huge difference to the number of quality visitors you receive.
So even on a basic level, make sure your titles and tags are all completed properly, your products have good descriptions, and refresh your content on a frequent basis.
Of course, all this takes time and consideration. If it’s not the best use of your time, but you see the rationale, then please don’t hesitate to contact us for a free consultation.