Search Engine Optimization works. No doubt about it. Getting top rankings can bring more people to your website.
I mean, yes, it’s great that you have more traffic. What I’m getting at though is that you’ve probably put the cart before the horse. You’ve done the SEO work but you might have overlooked something even more important while chasing those top rankings.
I’m talking about conversion rates, of course.
Let’s stay you’ve invested $500 to get one of your site’s pages ranked in the top 3 in Google for a search term. You’re probably thinking to yourself that now that you have a top-ranked page, the inquiries and sales will come rolling in. That’s not usually the case unless you’ve also invested in creating a web page and site that converts your visitors to leads or customers.
Now for some hypothetical numbers. Your landing page – the one that you’ve done all the SEO on – had 100 visitors / month before the SEO work was done and was generating two inquiries per month. Now that you’ve done all the SEO work you have 500 visitors / month and you’re now generating ten inquiries per month. That’s great! 8 more leads per month is a 500% increase in leads.
What’s interesting though is that your page’s conversion rate is still the same at a whopping 2%. 2 out of 100 people who come to your page make an inquiry. If you’re happy with that, fine, but I’ll wager most of you are hoping for better than 2%.
The thing is, you can make changes to a page to test different approaches with little or no money. You can test font sizes, colours, buttons, graphics, calls-to-actions, form designs, and all manner of elements of the page to test whether they will increase the conversion rate. Increasing the page’s conversion rate from 2% to 10% achieves the same result as $500 in SEO, without having to continually compete against others who want top rankings.
I’m not saying to avoid investing in SEO. What I’m saying is that before you invest in SEO, invest in ensuring the page(s) you want to optimize and your site in general are converting reasonably well. That way you’ll maximize your SEO investment. Or you may decide that since your site’s converting so well that you don’t need to invest in SEO because you’re getting all the inquiries you can handle. Either way, you’ll come out ahead.
So what are you waiting for? Contact us today to learn more about how we can help you increase your site’s conversion rate AND with search engine optimization.