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- Making Content and Design Work in Harmony
- Web Design Shouldn't Be Rushed
- The Relationship Between Web Design and SEO
- Quality over Quantity
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- Using Google Analytics to Improve Your Website
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20 August 2012
SEO Search Engine Optimisation
It’s not all about the SEO
Many eons ago, Search Engine Optimisation and keyword stuffed URL’s were what drove sales and leads for a lot of businesses. Let’s face it, for most SEO companies what mattered most was the amount of clicks, hits and visits. But today with more savvy surfers, it takes a lot more than just the top page to turn a click into a purchase. At FDC we take a different approach to SEO, in fact our whole stance is slightly different. We are what you would call a...
“Sales focused marketing and communications agency”
The difference is in the first 2 words of that statement, ‘Sales focused’. There’s a lot more to generating conversions from your optimised landing page or website, therefore at FDC we not only focus on your SEO, but concentrate on the bigger picture, ranging from; Design, Data Capture, Squeeze Pages, and e-mail marketing.
Today I will go through 3 important factors that you should always consider as a major part of your digital campaign, so much so that these should be some of the first things you should tackle before you spend any money on PPC, SEO or Paid Advertising, be assured that by using these techniques in the correct way, you could turn your 4% conversion rate into a 40% conversion rate.
Let’s dive right in!
1. Design and structure.
It’s a common thing for designers, developers and SEOs to create work that doesn’t always complement each other. That’s why when we normally develop a website the design is the first thing done, then the programming and then the SEO, this process eliminates some of the issues that can arise from a multi-talented team working in different departments. It’s a normal trade-off between professions and often the line between function and design can become blurred. Let’s face it, there are millions of websites out there that look totally amazing, but can’t be found in search engines at all and then there are those websites that are so feature rich and well developed they seem to read your mind but at the same time look awful. So ask yourself this; is your website designed and developed to fit a purpose, if so what is that purpose and does the look and feel of the website compliment this? If I was looking for the latest in SEO software, I wouldn’t give my money to an unattractive website, which returned 404 or Syntax errors. Furthermore as a digital consultant I’d look at the layout of the site and see if the developers have taken into consideration their audience. e.g. I’d expect a website selling me a keyword tracking tool to be designed in such a way that there is a clear “Call to action” and a description of what can be achieved as one of the first things I see. I’d also want to see the classic ‘F’ layout as it’s the most effective and proven method between effective websites and conversions
2. Data Capture and Squeeze pages.
Ask anyone, whether it be in a supermarket, shopping centre or street; “If someone approached you with a free sample would you try it?” 8/10 the answer will be yes, and naturally so because we all like freebies. Freebies induce interest, they captivate an audience, and they attract consumers. The same goes for websites and online landing pages. With Squeeze pages we can go one further. If you’re going to spend your money on PPC or SEO then make every penny count. A squeeze page lets you give away a freebie such as a trial, PDF guide or audit while at the same time gaining the users email address with consent to market to later. In the field of direct marketing, the subscriber list is considered the most important part of a mailing campaign. So should a user download your free e-book on weed killing, than you know that the user is interested in gardening, meaning you can use their email to send them further information later explaining more about your services in gardening or even an introductory offer they won’t want to miss.
3. Email Marketing
Email marketing when done correctly is the part of my 3 steps that turn your 4% of conversions into 40% conversions.
Let’s review;
1. We’ve already captivated our audience with a great design, function and layout
2. We’ve obtained the users email address by offering them a free download or trial.
Going back to step 2, we already know that the user who downloaded our weed killing e-book is interested in the particular type of service. So why not set up a campaign to send the user a welcome email where you thank them for downloading your free e-book. Remember this is where you place your download link to the book.
So, your first email creates the relationship, and reminds the user that you are interested in their needs. Now you should follow this up on a pre-defined date with another email explaining what you do, and what your company is about. This form of email marketing is known as “lead Nurturing” because the user is already interested and your developing the lead into a paying customer.
Follow this with a sales email offering a small discount and finally segment your email lists into interests, new leads, existing leads, retentions. Always offer an opt-out for anyone who does not want to be contacted again.
Conclusion
So what have we actually done here? In affect we’ve turned one visitor into a paying customer through data capture, lead nurturing and direct e-mail marketing. Using the techniques and steps described above and with some additional effort you could effectively turn your 4% conversion rate into 40%. But be aware with all the types of email communication at a marketer's disposal, you could fall into the trap of sending your email recipients too much mail. Therefore, it's imperative to regularly keep track of what emails you're sending, how many and to whom.
By Sunny Chana
Topics
Latest blog
- 3 Big SEO Mistakes That Is Limiting Your Marketing Efforts
4th April 2017
- Is SEO Really Important for Your Business?
4th April 2017
- Why Your Web Design Needs To Have CRM Integration
10th February 2017
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25th January 2017
- How to Integrate Linnworks with Magento 2 Ecommerce Platforms
11th January 2017
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March(11)
- What is robots.txt and how can it help with SEO?
- Why what you do for Google helps with Yahoo
- Google’s Research Tools to Find the Right Keywords for SEO
- International SEO at a Glance Part 1
- SEO vs SEM
- Ways to Optimise Your Website in 2016
- URLs and users need to be BFFs
- Do Do Not Not Duplicate Duplicate
- What are Meta Description Tags and How to Use Them Effectively?
- Give Your Web Pages a Little Labelling and a Lot of Love
- Introduction to SEO Month
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- Boost Your Rankings With On-Page SEO
- Let Quality Content Boost Your Rankings
- Taking It Back To Basics; Organic Backlinks
- Is Micro Formatting Important To SEO?
- Writing Good Content For Your SEO Strategy
- The Biggest Search Engine Optimisation No No’s!
- How To Achieve A Perfectly Optimised Page
- Why SEO Is Imperative for Your Business, Online or Offline
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- The Best Web Design Tactics You Can Use
- Web Design Tips and Tricks
- Attention Leicester Businesses
- Mobile Internet – Internet that goes everywhere with people
- Collaborating Design, Development & Content: The Evolution of a Web Designer
- A Picture Speaks a Thousand Words: How Alt Tags Can Help When a Picture Can't
- Making Content and Design Work in Harmony
- Web Design Shouldn't Be Rushed
- The Relationship Between Web Design and SEO
- Quality over Quantity
- Tweeting for success
- How to Engage Your Audience and Retain their Attention
- Using Google Analytics to Improve Your Website
- Ahoy Anchor Text
- Navigation, Navigation, Navigation: Part 2 - How do I ensure that my website has good navigation?
- Navigation, Navigation, Navigation: Part 1 - Why is Navigation an important part of website design?
- How Important Is It to Have a Good UX Design?
- Why it’s Important that FDC Is Almost a Decade Old
- Measuring the Quality of Ecommerce Web Design
- Web Design Mistakes to Avoid
- Resizer: Google’s stance in web design standard practice
- The Future of Web Design
- Why Web Design is About More Than Just Different Colours and Templates
- Minimal, Clean and Simple: futuristic web design
- Looking for an E-Commerce Web Design Agency in Leicester? Look no further!
- FDC Studio - Web Design
- FDC - Decoding Web Design
- Predicting Web Design Trends in 2016
- The Do’s and Don’ts of Ecommerce: how to make your online business succeed
- What Makes Web Design Great?
- Web Design for Leicester-based business Dustraction by FDC
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- The Top 4 Advantages of Magento 2 for Web Developers
- The need for effective E-commerce Platforms
- The flexibility of Magento 2 for Creating Mobile Apps
- Magento 2-The best Content Management System
- Magento 2 Perks for a winning E-commerce solution
- Magento 2 offers amazing Online stores
- Magento creates the best web customisations
- Improving Website SEO using Magento 2
- How to use Maegento 2 to create the best shopping websites
- How to select the best Magento 2 Web Designs
- How to create an engaging E-commerce website with Magento 2
- Creating Beautiful Stores with Magento 2
- Best 5 Features of Magento 2 as a CMS
- Employing Magento 2 for empowering Affiliate Marketing
- 4 E-commerce stores that have successfully migrated to Magento 2.0
- How to Manage High E-commerce Traffic with Magento 2
- How a transition to Magento 2 can help you rank better on Google
- Is Magento 2 Suitable for Small Merchants?
- Scalability Gains with Magento 2 - A Myth or Reality?
- The 4 Best Features of Magento 2 That Make It the Best E-Commerce Platform
- What Makes Magento 2 a Robust E- Commerce Platform for B2B Businesses?
- Generating business through your website
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- How to Migrate Seamlessly from Magento 1 to Magento 2?
- Magento 2 Extensions that Make Your Payment Process More Efficient
- Magento 2 Offers Improved Performance - What the Hype is All About?
- Magento 2 vs. Magento 1- Understanding the Differences
- Magento 2 vs. WooCommerce - Which One is a Smarter Choice?
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- Compete With the Big Boys with Magento
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- Magento – Making E-Commerce Easy
- Small Tweaks To Increase Your eCommerce Website Conversion Rates
- 5 Reasons Why You Should Update Your Ecommerce Website
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- Stay in Control – An Integrated Website to Optimize Business Performance
- Effectively Market and Grow Your Business in 2016
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- Google AdWords the Basics Part 2
- Google AdWords the Basics Part 1
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- Get The Most Out Of Your eCommerce Store
- Avoid Making The 10 Biggest Facebook Marketing Blunders!
- How To Use Twitter For Businesses
- Is Your Business Making The Most Out Of Google+?
- Google+ State That There Is No Concern Regarding Facebook Search Tactics
- Boosting Lead Nurturing Campaigns
- Embrace Open-Source Marketing
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- Generate Cash Without Having to Do a Thing - Here's How
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- The Seven Key Considerations of Branding
- Dale Shows You How to Cash in On Your Website
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