What’s the big deal about getting into Google?
Much of the focus of Australian website owners is still on search engine optimisation and getting into Google. Because we haven’t moved past this, Australian businesses risk lagging behind on creating websites that really satisfy their customers.
Because our website is well ranked in Google for terms like “web traffic”, we regularly get calls and emails from people who want us to get their website into Google. We always need to explain that:
Being number one in Google is not the end goal for lead generation and eCommerce websites!
Converting a visitor into a customer is …
Strangely, this explanation is usually a revelation. Why is this fundamental understanding so lacking in Australia? I think it’s because of the guidance that we are receiving from our advisors:
- Web designers tell you that the coolest design will make your website
- Web programmers insist that you need a content management system
- Search Engine Optimisation firms want you to think that being number one in Google is everything
- Marketing consultants keep telling you that the brand is all important.
So who is thinking about the customer?
Before deciding how important any one of these things is, ask yourself these questions:
- Does your customer really care that you’ve got the coolest looking website on the face of the planet?
- Does she* care that you can update your website easily (even if you never do it)?
- Does it matter to her that you are number one in Google?
- Can she have loyalty to your brand if she’s never experienced your service?
Now, I’m not saying that any one of these things is more important than the next, but the real answers to those questions lie with your customers.
So what does your customer really want from your website?
The information that she needs to feel comfortable to make a decision and take action.
That could involve any one or all of the above elements, but above all the key is information . . . a.k.a. Content! If you don’t fulfill this need you are frustrating your potential customers.
From the author: If you regularly advertise for leads in the Yellow Pages®, in the newspaper or on the radio, then there’s a good chance that your website could be generating more leads for you than it is. The key is in your website’s conversion rates.
Yellow Pages® is an Australian registered trade mark of Telstra Corporation Ltd. This company has requested
and has been granted permission from Telstra Corporation Ltd to use the Yellow Pages® trade mark. This company is not otherwise associated with Telstra
Corporation or any of it’s subsidiaries.
* Also applies to “he”, but I’m saying “she” because it seems to be cool to blog that way ;-).
