Is it better to focus on number of visitors or quality of visitors? Is the ultimate aim of a website converting visitors into customers?
Is there a right or wrong answer to both questions?
In reality we look at building websites that engage and encourage the user to either carryout a conversion act or engage with the website. Are we building lasting relationships that look at engagements further down the road.
The starting point with any website should be the developement of objectives from a business perspective. Ask yourself the question;
What should the website be doing in order to support the key business objectives?
Then try;
Does my website support and enhance my business objectives?
Very often a website is seen as a completely new part of the marketing activities which is often seen as a specialist area that the technical people are responsible for, resulting in a business spending money and not really understanding what part it plays within the marketing activities.
A website is just an extension of the marketing activities and should been seen as another channel to market. It should be measured and changes to how it works modified to ensure it supports the various aspects of the business it has been developed to highlight and complement.
In real terms most websites focus on nothing because the fundamental objectives have not been developed and put in place which results in a poor website meeting no key objectives. The content is typically weak and unfocused resulting in low traffic volumes, low visibility in search and ultimately no engagement and definitely no conversions.
If your website get neither traffic or conversions then take a backward step and take a long look at what it says about your business. Is it reflecting your services and value add? Does it tell your customers why your good at what you do?
If your unsure, contact me today and we can look at how you can make sensible changes to the website starting with the basis for developing a website and promoting your company online.
