Usability and Conversion
Early web marketing focused on attracting 'traffic' to websites; the more visitors the merrier. Content was king. Good quality content attracted traffic. That was the law.
As the numbers of commercial websites has exponentially increased over the past ten years, so it has become more difficult to attract traffic just by way of good quality content. Webmasters now face an uphill task in keeping up to date with the latest marketing techniques. Search Engine Optimisation (SEO) has developed into a very fine art. The constant quest to be number one in the Search Engine Results Pages (SERPs) leaves web owners in danger of losing track of some very basic fundamentals in website marketing.
The obsession of achieving high rankings in the SERPs can blind us from achieving our objective in having a website in the first place - to sell products or services to potential customers. Whereas it is important to optimise your website in order to compete effectively in the marketplace, it is even more important to convert people attracted to your site to be buyers, not just browsers.
It is essential, then, to ensure that you are competing for the right keywords. For example, if you run a home improvement business, there would be little value in targeting "decorating" as a keyword. Apart from the fact that it would be extremely competitive, you are going to attract people looking for how to decorate a cake or their door at Christmas! So you need to refine your keyword research down to the point where you attract people looking for the exact product or service that you provide.
This can be a daunting prospect, but we at White Hat Media have a proven record in effective web marketing. Call us or enter your details in the form on our contacts page. We will optimise your website to attract customers, not "window shoppers".
Your website must also be easy to use, and give users a "call to action". In other words, visitors must enjoy the experience and be led to purchase from you as opposed to your competitor. A welcoming home page, or "landing page" if your visitors are invited by way of a link from another website, is essential. So too is smooth navigation to where the product or service they are seeking is located. The buying process should be uncomplicated and should give your customer confidence that they have done the right thing.
There are a number of key points that you will need to address in order to give your customer a seamless experience. White Hat Media have been designing and building websites, including online shops, for a number of years. Why not contact us and tap into our expertise. We can save you a lot of effort and potentially a great deal of money.
The number of web requests we have has increased since the launch of the newly developed and formatted web site. Our traffic has improved dramatically and the statistics we are now getting are helping us to hone and re-word the web site to improve this even further.
