Auckland Small Business Help

Sleepy Websites

Do you sometimes wonder why you have a web site, when it just seems to sit there like it was asleep, costing you website hosting fees but not bringing you any business ?

There are millions of web sites on the net that do just that.
Some are very nice looking sites and may have had a lot of effort put into building them to look pretty, but obviously no thought to “Getting Traffic”.

Others have just been slapped together in order to have a “Web Presence”.

One thing I learnt a long time ago is that you can’t judge the performance of a site by the way it looks, or from what you think, it must be judged on how effective it is at performing it’s role, ie how the users find it’s use and effectiveness at providing them the solution they were searching for when they came to the site.

So that brings up the first point, ….

What is the Role of your web site ?

• Is it a Brochure for your product or service ?
• Is it a shop, i.e. make sales ?
• Is it to collect leads ?
• or is it just an overview of your company ?
• or maybe a combination of all above.

Each of them is equally valid if that is the purpose of having the site, however often the purpose has not been properly thought through and the problem is that each purpose has different design requirements.

Spend some time thinking about the purpose of your site.

Does each page add to the process of achieving the site purpose ?
Does each page have its own “micro purpose” which either supports the main site purpose, or achieves a separate outcome. eg Main site purpose may be to contact you, while one page’s micro purpose may be to collect signups for newsletter, so you can contact them.
Can you guide your visitors through a particular path that will lead to your desired outcome (contacting you or signing up)

It is very important for website optimisation that you have a clear understanding of what it is you are expecting your website to do for you.

If the Design aspects are addressed, the next issue of website performance is getting Targeted Traffic to your site.

Search Engine Optimisation (SEO)

Your web site is of no use to you if nobody can find it. This is where the SEO (Search Engine Optimisation) aspects of your site become important.

Some businesses, presumably with deep pockets, choose to ignore  SEO and pay for direct advertising such as Google Adwords pay per click PPC (the sponsored ads you see on the right hand side of search results and often embedded into sites) these cost you money every time someone clicks on your ad. A well targeted PPC advertising program can work very well, however poorly targeted advert may bring lots of irrelevant traffic to your site, costing you money and not resulting in sales.

Alternatively, by careful use of words and choice of key words and phrases, by having good quality content on your site and by submitting your site to the search engines, you can have your site “Organically ranked” high on the search results for particular words or phrases relevant to your product or service.

This then becomes continuous  “Free” advertising (apart from the work you put into the site- which you should do anyway) or if combined with PPC  focused around your keywords, will result in more targeted prospects and a better conversion rate.

eg if you search Google for “Business Turnarounds Auckland” this site should be on the first page of the results.

To a small business with little advertising budget a first page placement for specific keywords is invaluable.

Keywords

The Key to SEO and site optimisation is very careful keyword selection.
The Keywords or phrases are Critical, as it can be a total waste of time optimising for certain words that nobody is looking for. You may get to the top of the search results for that word, but if no-one is searching for it then you will not get any traffic to your site & consequently no business.

Once your collection of key words has been defined, it is then a matter of ensuring your keywords are used in the right places, often enough, without overdoing it from either the search engine’s point of view, or for a person reading.

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Content

The next basic requirement is the content of your site. Is it useful, is it original (not copied from somewhere else on the net), is it authoritive, ie can it generate some credibility that you can answer the visitors problem, or do others see your information as being credible and useful(shown by having a recognised high ranking site linked to yours).

Traffic

Put enough original content on your site, with the relevant key words, and the supporting settings in behind the pages, submit it to relevant search engines and create links to it from other relevant sites and your site should at least get indexed(ie end up in the Google search results), which is your starting point.

From that point you can start refining your site and the content until you get onto the first page of Google results for your chosen keywords or phrases.

If you chose your keywords correctly, and they are being searched for, then getting your site onto the first couple of pages of search results should begin to bring visitors to your site.

Links

Links are a powerful part of getting a good spot in the search results. Links to your site indicate that other sites find your site useful enough so as to recommend it to their visitors. The more links TO your site, the better it is likely to rank, however the relevancy between the sites also plays a part, as does the rank of the linking site.

ie a link from a highly ranked music site to a plumbing site may not carry much weight, even though the music site may have a high rank, since there is probably not much relevancy between the 2 sites.
Whereas a link from a lowly ranked building site may carry more weight as there is an implicit assumption that the building site thinks the plumbing site is relevant.

Other technologies such as Social Networking sites (Facebook, Twitter) provide other opportunities to create links back to your site, to distribute your site to prospects to drive traffic directly to your site and to reach a wide audience for very little cost, as well as helping improve ranking by creating links to your site, so are well worth assessing as to how they might fit into your business marketing plan.

Site Conversion Effectiveness

Getting traffic to your site is only the start of the process, as now it is up to your site to convert those visitors into qualified prospects and get them to take some action, whether that is to ring your office, leave their email address and contact details or buy directly from the site.

Before your visitors are willing to give you anything (money, name, contact details etc) they must Trust you and believe what they see on the site as being true & not “Photoshopped” .
Look at your site from the point of view of someone that knows nothing about you and has an inherent distrust of being scammed.

• If you are making sales of some sort (as opposed to just providing information)
  Do you tell them who they are dealing with- who are you, who will they be dealing with ?

• Do you tell them the qualifications / experience that you have that shows you will be able to solve their problem ?
• Do you provide examples of how you have solved problems for other clients ?
• Is what you say believable. – If the product or service is truly unbelievable, can you provide contactable references so they can check for themselves.

People have an inherent distrust of sales situations (which is what a company web site ultimately represents) since most have been taken advantage of at some point in their life, so your site must present them the information that they want to know in a non salesy way that builds trust and credibility.

Obviously the site is also a convenient place to collect visitor information, which must go into your database for followup, and future marketing efforts.

• Do you provide reassurance that if they leave their contact details, they are not going to be SPAMed by you or anyone else ?

Be sure to check out the Website Tools menu above for some useful resources

If all this sounds just too much work for you (& it definitely requires skill, knowledge  and persistence) then there are people like myself who can either show you how to do it, or do it for you.

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Auckland Small Business Help