| Leaky Bucket Syndromeby Stephanie Lummis |
Recently a prospect called, interested in search engine optimization (SEO) services. Our Account Manager asked a few questions to explore his need.
It turns out he didn’t really need SEO services. “We need to justify the existence of our website to senior management by getting lots of traffic,” the prospect explained. The site however had much bigger issues that more traffic wouldn’t improve. It would be like pouring water into a leaky bucket.
Towards the end of the conversation, the prospect was taken aback, “I didn’t know there was another option.”
Your most important communications vehicle
Justify the existence of your website? This is seriously flawed thinking. In today’s hyper-connected world where the web is 2nd only to TV (sometimes 1st) for market share of attention, you shouldn’t have to justify a website any more than you’d justify a telephone.
Your website cannot be an afterthought. It is your most important communications vehicle and must play a central role in your business strategy. Not your web strategy – your business strategy.
Your website should have the power to grow your business. And having a site is not enough. The fact is getting more traffic is easy – just throw money at it. Keeping the traffic and turning those visitors into fans, customers, partners, employees, etc is the tough part.
Fix the leaks
Before you start pouring in traffic, fix the leaks.
- Does your site have confusing navigation?
- Does the design misrepresent your brand?
- Is there too much content?
- Are tasks difficult to complete?
By solving your usability flaws you will create more satisfying user experiences for your current traffic – they will stay on your site longer, return more often and maybe even tell people about their experience. More traffic will flow naturally.
Then spend your dollars on SEO. It will be an investment, not money down the drain.
Think your website has a few leaks? Usability audits improve ROI.
ArchiveD Issues November 2011: Tips for choosing an eCommerce solution, LinkedIn company pages, Events as goals
July 2011: What are QR codes, In-Page Analytics, SEO and social media
October 2010: business objectives & emarketing, choosing web content, websites & social media
July 2010: value of website experience, CANSPAM Act, PPC vs. SEO
April 2010: website versioning, anatomy of an email, hold your emarketing campaigns responsible
Winter 2010: ungoogle yourself, new goal setting in Google Analytics, cleaning up your website
November 2009: wading into Internet marketing, get LinkedIn, greater intelligence from Google Analytics
Fall 2009: Facebook for your business, website analytics, social media trends
August 2009: YouTube for your business, Intranets, benchmarking in Google Analytics
July 2009: choosing a web provider, photo selection, how to use site search
June 2009: hyperlinks, SEO basics, web governance
May 2009: monthly commitment, online business models, designing for scroll
March 2009: internet junkie, dropdown menus, benefits of online measurement
Winter 2009: website resolutions, facebook etiquette, visitor stats
December 2008: social media, campaign performance, PPC ads
November 2008: web marketing, keywords, A/B testing
October 2008: usability, bounce rate, website performance
September 2008: ROI, link building, PPC campaign
August 2008: mobile friendly, top content, corporate blog
July 2008: website = asset, emarketing, can-spam
June 2008: web 2.0, google analytics, landing page