Below is a brief outline of what I like to call the “Web-Optimization Triad.” They are listed in the same order that a customer experiences them. In plain English that’s: finding your website > using your website > become paying customer. All 3 parts are essential and complement each other. If you’re missing one or more, the rest will suffer.
Search Engine Optimization is crucial in making sure your website gets found by people using search engines (primarily Google). You can have the best website in the world, but if nobody finds it, who cares? Below are just a couple of reasons that it’s so crucial to get your website showing up on the first page of Google:
- 93% of online experiences begin with a search engine
- 75% of people never scroll past the first page of search engines
- Leads from search engines have a 14.6% close rate, while outbound leads (ex. cold-calling, direct mail, etc.) have a 1.7% close rate
- 70-80% of people ignore paid search results, choosing to only click on organic listings
People might be finding your website, but if your website is not optimized to format/load correctly and quickly, it doesn’t matter; they will leave your page. It’s 2017. Your page needs to load quickly and it MUST be optimized for mobile.
- Bounce rates increase by 50% if your website takes 2 extra seconds to load
- Conversions fall by 12% for every extra second that it takes your website to load
- 40% of mobile visitors will leave the site if it takes more than 3 seconds to load
- 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site
Web developers are great at designing websites that look nice, but not always great at designing sites that convert leads. If your website isn’t designed to collect and convert leads, then what’s the point? The primary purpose of your website is to collect visitor info (build email list) and/or convert them into customers, as leads that don’t convert are worthless.
- It must be super simple for users to find what they are looking for on your website or they will quickly go to your competitor’s website
- Most customers don’t convert on the first visit. This is why it is crucial to give them a compelling reason to join your email list so you can re-market to them (more on this on the Email Marketing Page)
- The goal of every page on your website must be congruent. A.K.A they must all direct the visitor towards a purchase or towards collecting their email information.
- A higher conversion rate leads to a lower average customer-acquisition-cos