Why less can be more

There is an assumption that more hits from Google will lead to more customers. Well I think that’s a bit wrong – and here’s why.

Receiving 1000 hits per day on Google is all very well, but what if only 2% of those visitors make purchases?  That’s just 20 orders.  The ratio of visitors/leads is called your conversion rate.  There are three main reasons for a low conversion rate

1. People are finding you on Google for irrelevant search terms.
2. Poor website design. The website is not appealing to your target visitors  (this in itself is a number of blog posts and a whole business)
3. Poor website coding. The website is not working, perhaps not displaying in a particular browser or the code does not lend itself very well to being read by search engines.

I believe it’s better to focus less on hits per day and more on converting visitors into customers.  I am not suggesting that this is always the case but please don’t be blinkered into believing that getting high up in the search engines is the only answer. High search engine positions should be just one of many strategies for website owners. If you have a budget for your website this year, look into splitting it into three: SEO campaigns, online advertising (which targets your customer directly) and website updates.  By investing in this mix you can refine your goals and win more customers.

Do you need some practical advice about winning more clients from your website? Please get in touch i’d love to hear from you.