Why Search Engine Optimized Websites Are Still Failing?
Jan 24th, 2010 by admin
I often encounter online articles where SEO contractors lament that they have to conduct their marketing campaign while the client’s website looks ugly and despicable. Web analysts and search engine optimization specialists compare that kind of work to great advertising poster on the wall of a cockroach-ridden restaurant. But what if the website is in good shape and your internet marketing campaign was a complete success but the client is still not happy? Here is just one simple example why this may happen.
One of the main reasons - is the lame sales process that occurs internally. We were recently auditing a great client with an outstanding website. All processes undergone a very strict website analysis. Some of his organic keywords are extremely lucrative and beat a lot of competitors who have to pay high AdWords fees for paid search. That website was getting web traffic and leads. Every week a a couple of dozen people would sign for a mailing list. So, everything was in place, however our client was complaining that the level of sales was very low.
We found that nobody was properly processing leads, customers questions were not answered in a timely and orderly fashion. Promised newsletters were never received and the blog has not been updated for several months, etc.
So, even when the web business optimization and best website analytics work guarantee great results small web business still would fail if is not dynamically and constantly work at least on the following issues
- Customer Service
- Customer Retention Process
- Conversion of Leads into Prospects
- Constant communication with past and present clients
- Timely updates and a consistent Lifeline with clients
- Competitive Prices
- User Satisfaction
Let’s be honest: customers like website not because it knows how to manipulate keywords on Google - they simply do not know or do not care about it. Customers like certain websites because they can add the word “great” to any component mentioned above. And if every component is in place then the positive result is obvious. Website visitors get satisfied and want to learn more about services and products offered by the site. They learn something with each visit and wholeheartedly refer the site to people that they know. This is the best referral possible.
When sales and other internal business processes are down, website owner gets completely opposite results. As for me, that kind of business would remind of a neat and nice store in real life where everything is in place but nothing is happening. If somebody visits such a store for a month and nothing is happening there - what will be the outcome? A potential customer will start losing interest. And why would he bother if in this cool place there are no sales, no promotions and no communications? Visitors will still like that store, even drop in there occasionally. But after a while knowing that no other pleasant surprises will expect them, the stream will get dry, for sure.
