It’s hard to imagine this actually happening to a Search Engine Optimization company, but it did. After two years working to make their client #1 on Google, the client fired them.
On the surface, this looks like an implausible scenario. As #1 on Google for their chosen search term, traffic must have been pouring onto their site. Yet a closer look revealed that despite hitting the coveted spot on Google, people still weren’t converting into sales. The client’s return on investment (ROI) just didn’t justify the massive expense of keeping that #1 spot.
The lesson here is one that many people often miss: your website has to be designed to convert visitors. Conversion means many things to many companies depending on their goal. For some conversion may mean sales, for others it is collecting email addresses.
Having 1,000 visitors per day to your site is meaningless if:
- You don’t know what your online goal is.
- Visitors don’t know what they are supposed to do once they get there.
- Your website misleads them by taking them to information they weren’t looking for.
- The quality of your site does not evoke trust and dependability.
Want to be #1 on Google?
Know what your goal is first, and the rest will follow.
>>Read more about websites designed for maximum ROI.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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