Converting Visitors into Customers – The SEO Way

What is SEO? What exactly is Search Engine Marketing? Why do so many people say it’s so important? These are just three of the many questions that we are frequently asked. As Search Engine Marketing and SEO Consultants, and providers of advanced web design, you’d think we’d have a clear answer to these questions. We find that our answer changes depending on the person asking, but we have found that one response encompasses everything.

Because Search Engine Optimisation and Marketing has so many different features, and with more being offered within the label of SEO, it is becoming increasingly difficult to describe its function within website development and online marketing in simple terms any more. It’s like asking the question: what is education? I could spend a number of days writing about High School education alone, and the individual subjects and curricula that are taught throughout the UK to pupils aged 11-16 in state-maintained schools. But what about private schools? Primary schools? Sixth From Colleges? Institutes of Higher Education? Universities? Adult courses? The same can be said for SEO and Online Marketing – there’s never a quick and easy way to quantify Search Engine Optimisation, so the job of any good SEO Consultant is to provide you with the things you need to know about SEO that will make the most impact into your online presence. We looked at the three questions at the top of this page long and hard. We considered 1001 responses that we thought answered the questions. Some of them were extremely pretentious. Some of them were far too simple – some far too complex. Then we started to think: hold on, what is the end result of SEO? Why do we want to achieve success online? It is without doubt that the end result of any SEO or Online Marketing is to generate more ‘conversions’ – yet another word that is used to describe the work that we do, but never fully explained or understood (even by some SEO Consultants).

Hopefully, when you developed your website, you were asked by your web designers to come up with a list of targets for your site: targets that you hoped to meet eventually, in order to make your website do exactly what you intended it to do when you started. Without those targets, your website doesn’t have a snowball’s chance in hell of being designed around your needs – something which is absolutely essential if the return on your investment is to be fully achieved. Most of our commercial-based clients, those whose main target is to generate more revenue, would consider their conversion to be the transformation from a site visitor into a customer. This would be quantified by the accumulation of revenue through the website. However, a not-for-profit website that extols the wonders and virtues of a visit to the Snowdonia National Park in North Wales, for example, would ultimately consider a conversion to be someone who asks for more information, even something as simple as completing an online questionnaire can be regarded as a conversion: you are essentially engaging your site’s visitors with your online content, whether that is through sales or by completing an online information request form. Why do we focus on conversions? If you do not know what you want your conversions to be before starting a web design project, you may as well save your money and take your family or friends to Euro Disney for a weekend, because without knowing your target audience and what you intend that audience to do with your site, your website will spend the rest of your domain registration treading water in the virtual sea of the information superhighway. Your conversions should inform and shape the build and design of your website. Making it ‘conversion friendly’ is the key to any successful website.

Leave a Reply

Your email address will not be published. Required fields are marked *