posted on February 16, 2009 11:44
What is your website’s role? Does it earn its keep? Is there even any sign of an ROI?
If you answered no, you are probably part of a large majority of website owners. At aap3, we don’t think that it is OK for a website to just act as an online business card – a business card is only useful in the hands of a potential customer. The question is, what does your website do to make sure potential customers can find you and even better that they get in touch?
You website should work for you in two separate ways. Firstly, it must attract new customers online through Search Engine Optimisation. The best optimised websites attract their own traffic through organic search listings on search engines such as Google and Yahoo. This is done by ensuring that the search terms that potential customers use to find you are prominent on your website in several ways – but I won’t bore you with this, that’s for us to worry about! In short, if someone is looking for ‘website design in hampshire’ we would hope that you would find our website – because this is the keyword (phrase) that our site has been optimised for.
Secondly, you website should encourage you visitor to become customers – i.e. conversions. Your website should offer calls to action to the visitor to provide you with contact details or to make a sale. By offering your visitors an intuitive website to navigate that provides them all the information they need, you are putting them in a position to make a decision. This is when you want to hear from them.
When do you get your return on investment? If you pay £1000 for your website and you make a sale of £1000 through a web lead then you have your return! Any subsequent sales through your website are a profit. Obviously your product/service price will define how quickly you make your return, but it can be measured in the same way.
For more information on how your website should work for you, please feel free to get in touch by calling 0845 2300 189 or by using our contact form.