21 Oct 2009
If you’re in the process of getting a new website, or jigging around with your old one, have you sat down and thought about what you want your site to actually do?
Very often I have conversations with potential clients whose sole aim is ‘getting to the top of Google’. Come hell or high water, they want their site to appear at the top of the search engines. That’s it. That’s their goal. And nothing more.
So, ok, you’re at the top of Google for your chosen phrases, but now what?
Well, that’s just the beginning. Because the next part is actually getting visitors to click through to your site. So we’re talking about a well written page title and meta description tag to improve your ‘clickability’.
And then, of course, there’s the site itself. How easy are you making it for your visitor to buy; download; book; donate; add to basket; find out more information; or call? Easy as possible if you want to increase sales. Because, let’s face it, for most of us it’s all about sales.
And this is where some people go really wrong. Because if the sole aim of your site is to achieve number 3 on page 1 of Google you’re going to feel it’s job done the moment you’ve achived that.
I got a comment on the blog the other week from a chap who runs a bed and breakfast in Blackpool. He told me he was really high on Google, he got hundreds of people a day visiting the site, but wasn’t getting any bookings. A quick visit to his site and it was easy to see why: it was awful. Hard to read, hard to look at, hard to navigate, hard to book, and hard to find out any information. Seriously, when I close my eyes I can still that site; the image of it has burnt into my retinas.
The point is: don’t have ‘getting to the top of the Google’ as your sole aim. That’s just the beginning of the job. It’s great that you’re driving visitors to your site. But what are you going to do with them once they’re there? Getting sales should be your real focus.