Is your website driving new sales opportunities?
Written by: Dan Alper
Your ideal customer is searching the internet for solutions and answers to a problem. As an entrepreneur, you operate a business that can solve their problem and that creates important value in our free market economic system.
Typically, potential clients are searching on Google by typing in keywords that turn up business recommendations in the search engine result pages. Knowing that there is a lot of potential revenue to make online, you paid a programmer to create a website for your business, but it’s been a few years since that website went live and it’s barely working at making your company money. Like a lot of entrepreneurs, you might be wondering what you can do to turn your online presence around and make your website a tool that generates sales.
Search Engine Optimization (SEO) is a marketing method used to boost a website ranking by sending signals to search engines that a website’s pages are worth showing in Google’s index. This will help increase visibility in organic (non-paid) search engine results for industry related keyword searches. SEO encompasses both the technical and creative elements required to improve rankings and drive qualified traffic that can be converted into leads. This is the most cost efficient and sustainable method to achieving high organic rankings in Google. According to Search Engine Journal, SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. If done right an investment in a SEO marketing strategy can payoff huge dividends for your business. However, if done poorly it can hurt your business rankings on Google and at the same time cost a lot of wasted money. This is especially true if SEO is being applied to an older website that is not optimized for mobile traffic and is not created with responsive design.
The first thing that I explain to clients is that the website that you created a few years ago is like a picture of your business in time, and now that picture is old. As markets evolve, so do businesses and a website should reflect this change. Therefore, a good website should always be evolving, almost as if it had life to it. When Google’s algorithm looks at ranking websites in local search results it judges them according to how current the code, images, and content are.
Redesigning your website from scratch is the best solution and before you start thinking that it requires another huge investment that will be worthless after two years, consider this. Google is constantly changing their ranking algorithm to evolve with advancements in internet technology and coding. Ten years ago, websites were developed using cutting edge Flash technology. If a website has that same Flash technology today, Google will penalize the site and it won’t rank high in it’s search engine results. The biggest difference today is that mobile technology has changed the playing field and Google’s algorithm is prioritizing mobile first website design. In a few years from now this will change, and maybe more internet users will be searching for results through some kind of hologram technology that is projected from eye-ware devices. So, the big question is how do you keep your website current and at the same time achieve positive ranking results on Google for now and in the future?
RankWorks developed a program called “Website As A Service” (WaaS) to address this problem for business owners. This is a monthly plan that covers the design, development, hosting, maintenance and periodic updates that every website needs to stay current and relevant. Just as Microsoft moved their core products to Office 365, and Adobe to Creative Cloud, RankWorks WaaS is revolutionizing brand placement on search engines.
RankWorks WaaS develops all of its business websites based on SEO best practices with the aim of driving qualified organic traffic that can be converted into paying clients. The methodology is that a website will never be done. It should always evolve to stay current and relevant because Google ranks new content as king. Over the coming years this strategy will drive an abundance of new sales opportunities and your business website will be your best marketing tool. The greatest advantage of this program is that in 24 months RankWorks will redesign your business website at no extra cost. Therefore, you get a brand-new redesigned website every two years which keeps your web presence current for the lifespan of your business.
For more information on RankWorks WaaS or to speak with one of our web specialists please contact us.