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The Ugly Truth: Why SEO Isn’t Driving Better Website Sales

Why SEO Isn't Driving Sales for Your Website

7 SEO-Related Strategies You Can Do Now to Increase Website Conversions

It’s been said you can lead a horse to water, but you can’t make him drink.  This is certainly true when it comes to online marketing as well.

While business owners are hungry to achieve 1st page Google rankings (and if they’re not, they should!), sometimes they are puzzled why greater traffic doesn’t lead to greater sales.

After reading this article, you’ll find out what SEO is, what it isn’t, and how to harness the power of SEO to drive more sales for your business.

How to harness the power of SEO to drive more sales for your businessClick To Tweet

What SEO Is

SEO stands for Search Engine Optimization, which is online efforts designed to help your website get higher up in search engine rankings.

Basically that means when your potential customers type keywords related to your business in search engines such as Google, your website comes up higher in the search results.

There are many approaches to SEO.  Three common ways include:

  1. Optimizing the main and blog article pages of your website
  2. Link building
  3. Creating keyword-rich content

Google (and other search engines) loves websites that are highly relevant for a given keyword phrase.  So the key is to create valuable content that is optimized for a popular keyword phrase.

Google loves highly relevant, keyword rich content in websitesClick To Tweet

Hiring an SEO firm knows how to capitalize on each of these areas and can help you to optimize your website, create new keyword-rich content and blog posts, and get ranked high in Google.

What SEO Isn’t

SEO does not guarantee you will get more sales or lead conversions. Its sole purpose is to get people to come to your website only.

However, driving traffic to your website with SEO is only half the battle.  It’s also important to make sure your website is designed in a way that converts those leads into sales.

When you have a website that has a solid conversion rate, it ensures the investment you make in SEO will result in a guaranteed boost in sales.

How Do You Improve Website Conversion?

This is where it really pays to hire a marketing firm to analyze your website. 

While a website designer may design a gorgeous website, only a marketer knows techniques to keep your visitors engaged, give them product information, and incent them to take action.

Here are 7 ways to unleash the selling power of your website:

  1. Capture lead information

    Place an opt-in form prominently on every page of your website with a free offer so irresistible that visitors will be compelled to sign up. 
     
    This gives you the opportunity to send an email follow-up messages that builds rapport, provides value, and drives sales.

  2. Make it simple

    Present your options simply so a visitor can categorize themselves and select the right product/service that meets their needs. 
     
    Having 3 or 4 graphics boxes on the home page that show your products and who they are for helps visitors to take the next step.

  3. Build trust fast

    First impressions are critically important.  Within a few seconds people are judging if they trust you, if your option is what they need, and if your solution will solve their problem.
     
    You want to build credibility with testimonials, benefits-driven website copywriting, and professionally designed graphics. 
     
    Add contact information on your website so customers can ask questions and overcome their objections.  A FAQ page or a customer service chat feature helps customers instantly get answers to their most pressing questions.

  4. Build rapport

    Not every visitor will buy right away.  The potential customer might not need your product right away so you may have to prove value more before they feel comfortable in.
     
    They might not trust you yet so offer multiple options that help potential customers stay connected to you.  This can include social media, consistent newsletters, and/ or a blog.

  5. Add incentives

    Create an exit page that gives a special offer before they leave the site.  You could also add an upsell in the shopping cart that gives them a complementary product for just a few dollars more.  Email them a special introductory discount thanking them for being a new customer.

  6. Keep it focused

    A confused mind says “no” so keep your home page simple. Think of it as a funnel so that when your visitors come to your website, think of how you can easily lead them through the choices to buy.
     
    It’s best to remove any text, outgoing links, or information that distracts from the key actions you want a user to take.

  7. Develop a cohesive strategy for each product

    Create a flow chart of possible actions a prospect will take from the moment they land on your website until they buy. 
     
    Have a planned series of marketing communications and offers that work together to nurture that lead into a sale.

SEO and Website Conversion – The Winning Team to Sales Growth

If you are among those frustrated business owners who feels they are doing all the right things to drive traffic but not getting the results you are looking for, look at your website conversion. 

Instead of blaming your SEO team, hire a marketing professional to review your website and turn those new leads into sales for your business.

To your success,
Susan Friesen

P.S. If you liked what you read here, you will want to sign up for my newsletter where you’ll get notified every Tuesday of that day’s blog post. Click here to also receive our free website guide: www.UltimateWebsiteGuide.ca

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About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

5 Biggest Mistakes to Avoid When Faced With Negative Online Reviews and What to Do About Them

Dislike Key on Keyboard

It’s a business fact that every now and then something goes awry and a customer ends up being upset.

And when a customer feels your product or service didn’t live up to their expectations, sometimes they want to tell the world.

Loudly.

And it’s not fun to be on the receiving end.  Ego’s get bruised, tempers flare and the knee-jerk reaction is to immediately go on the defensive.

However, there’s a better way to respond to these situations that will not only save your business reputation but even potentially win back that unhappy customer.

After reading the rest of this article, you’ll be better equipped to monitor and manage your brand reputation from negative comments made on social media, forums, review sites and the like. Have you experienced any? Leave a comment below and share your story.

With the age of the Internet, it’s so easy for a hot-headed customer to take their grievance online by writing bad reviews. Whether they turn to Twitter or Facebook or leave a comment on review sites like Yelp, Google Places or Yahoo! Local, how you handle this situation makes all the difference to your business reputation.

When a customer doesn’t feel their situation is resolved or they have not been listened to, word of mouth can spread like wildfire. I’m sure you’ve witnessed this many times yourself when a company has seemingly wronged an irate customer and suddenly everyone is adding their story to the mix. It can get ugly very fast.

That’s why it’s important to handle bad reviews quickly and sensibly to maintain your reputation.

First, let’s find out what not to do. 

Here are the 5 biggest mistakes business owners make when responding to negative reviews online:

  1. They take the review personally, get defensive, and turn it into a shouting match with the customer.
  2. They have friends post fake reviews on their behalf.
  3. They escalate the situation by denying there was a problem to begin with. Or they make the customer the one to blame, which in turn makes them even more angry resulting in even more of a negative impact.
  4. They become downright rude, hurtful, or make snide comments about the customer.
  5. They point their fingers and blame something or someone else.
  6. They don’t monitor their reviews at all and have the attitude, “What I don’t know can’t hurt me.”

So what’s the right way to handle bad online reviews?

Here are some tips to monitor and manage your brand reputation:

  • Monitor your Online Reputation. Set up Google Alerts for your company name so whenever a new mention of your business appears online, you’ll be notified. Hootsuite is another tool that can help you see when customers comment on social media and allows you to respond in a timely manner.
  • Keep Cool. Realize that customer feedback can reveal ways to improve your products and services; try to see the review as an opportunity for improvement. Don’t respond if you are feeling angry, hurt, or defensive; wait till you have calmed down and can respond in a professional, courteous, and respectful manner.
  • Be grateful and polite. Thank the customer for their loyalty and feedback. Acknowledge the problem, get the facts and show them you have heard their complaint. Explain that it’s important to you to resolve their situation and share what you plan to do to make it right.
  • Respond publicly. When other customers see how you will go out of your way to make a bad situation right, it keeps their trust. Earning back customer trust after your reputation has been bruised is important so that people will want to continue doing business with you.
  • Take ownership of the complaint. It’s easy to blame someone else on your staff for the blunder or point fingers at failed technology or whatever the case may be. But as a business owner, taking responsibility for the issue and dealing with it in a calm, professional manner will help enhance your brand reputation and convert an unhappy customer into a happy one because they have felt heard.

So the next time you’re faced with an unhappy comment online, be thankful for feedback and use it as a learning opportunity.

When you welcome customer complaints and use it to improve your products and services, it leads to better client satisfaction.

Understanding client’s needs with a quick response can help you retain them as a customer. Plus it helps you identify ways to enhance your offerings.

Have you encountered negative reviews about your business yet? How did you handle them?

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".