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Business website promotion needs to be carried out properly. Getting it wrong can be costly in terms of time and money. Factors that you should consider include:
- Quality of landing pages.
- Thoroughness of initial and ongoing keyword and competition analysis.
- Frequency of SEO work done.
- Psychology of your prospect’s habits.
- Repeat customer buying habits.
There are many other aspects of a successful SEO campaign but the above provides an overview of what it takes to perform a professional business website promotion. Taking care of your customers is what really makes a business work. Consider things like how easy it is for your website visitors to navigate. Do the colours fit together or do they clash. Is your website easy on the eye? Is there an adequate, well placed call to action?
Quality of landing pages
After an internet searcher types in a keyword or keyphrase to Google (or another popular search engine) and finds your business website they click through to a specific landing page (which may not necessarily be your homepage/index page).
Thoroughness of initial and ongoing keyword and competition analysis.
Whichever way you look at it, you have a budget. It is possible to get ranked for any keyword or keyphrase. But getting a good ranking for very popular keywords or keyphrases takes time and money. If your budget is on the small side then you need to prioritize. This means focusing on longer tail keyphrases that are less competitive but will still draw a moderate amount of traffic. Keeping on top of your competition is vitally important to SEO. Business website promotion requires you to observe why your competition is and isn’t doing well.
Frequency of SEO work done.
SEO requires ongoing effort as well as a thorough analysis phase. The effects of web promotion diminish over time so you really should get someone on board who can keep a constant eye on your website’s performance.
Psychology of your prospect’s habits.
Visitors who find your website from Google have found you for a reason. They were looking for a business like yours. They are unlikely to have just stumbled upon your website so make them feel welcome. Make navigating your website feel natural to them. Make them feel at home. You do this by making navigation easy and making information complete and accessible. Give them what they have come looking for.
Analyse your website’s statistics. If a significant number of visitors have typed in an appropriate keyphrase but then clicked off your website after only a few seconds then something must be wrong. Look at the landing page in question and alter it until the results improve. Ask yourself whether the page is a complete resource. If not, do your other pages contain complimentary information that your visitors should easily be able to navigate to. Is your call to action clear enough? Is your business phone number up there so that visitors can see it easily? If it is then maybe the problem runs deeper. If so, you may need to look at your wider market research. Is the number a mobile number? In many sectors a mobile number on a business website looks unprofessional.
Repeat customer buying habits.
When you begin to get very competent at analysing your website you will begin to notice buying habits and repeat customer browsing habits. At this point you should really be looking at upselling existing products to customers. The life cycle of the customer should become apparent to you. Once you have sold to a customer once you should be able to work out when you can sell to them again. Maybe your customers need your product every three months? If so, then make contact with them in two and a half months. Find a way to do this using your website.
