So you are getting great search engine rankings on Google. As a matter of fact, you are on the first page of Google searches with four of your most for important keywords. Your website comes up higher than your competitors. WIll you automatically get more sales? It depends on how strategically your website is designed, not how well it is designed. The problem is also that you are not getting the sales that you expect with very high Google rankings. What is wrong? I see this happen a lot when I take over the website for a new client. A lot of website owners and web designers believe that with high search engine rankings, the exposure that you get from Google searches will make your sales lot better and improve your bottom line. That is just not the case when a website is not designed to engage their visitors. Whether you promote your website through search engine optimization, your mailing list, social media marketing or just giving out your business card, if your website visitor is not engaged enough, all the online marketing in the world will not help.
All the traffic that comes to your website through Google and Yahoo searches is just wasted traffic if your website is not designed right because if visitors bounce, chances are they would not be back since the trust has not yet been establish trust.
I give this presentation often at WordCamps, the official WordPress community conference event, as well as various business networking events. When a website visitor comes to your website from a Google or Yahoo search and you get the clickthrough, which is amazing, if website visitors do not find what they are looking for within 10 seconds, they will not go any further on your website. Instead, they will go back to Google, usually by clicking the Back button on their web browser and click on another search listing. You probably lose the opportunity to convert those visitors into customers, so what are you supposed to do to prevent this from happening? Those same visitors will probably be clicking on all of your competitors’ search engine rankings until they find the information or the product that they are looking for. Your web design needs to prevent this from happening if you are to make a successful profit from your website and any money online.
One of the biggest causes of this is that there is no primary goal on the website and we give the website visitor a choice when they arrive at our website. They simply can perform any action that you have on the website which includes:
- liking your Facebook page
- reading the about us page
- scrolling down to the footer where there is no engaging content
These activities are fine as long as they leave visitors at the section of your website which helps you make the money and increase sales. I have seen websites that give their visitors an average of eight activities to perform on your website, none of which convert them as customers. If you want to make any profit on your website, this is an issue that needs to be resolved and easily can be. I give my clients the same advice as well. I also coach other web designers on this as well.
In order to make real profit, you need to have the primary goal of any of 20 things that are on your website. That’s okay as long as one of those can help you make a sale, but the problem is that we do not make any one of those activities obvious. For example, we have an online catalog present too many products and expect website visitors to purchase as many products as possible without really highlighting any products.
The most important strategy is to add the large call to action on the top of every web page in the header. We can influence our visitors and convert them with one prominent call to action in that area. I receive more engagement and sales when I implement this strategy, My clients also get more sales on their own website. They also see more repeat visitors in their Google Analytics reports, because they will come back as customers from finding they information quickly. I’m going to give you more information in future blog posts, but the quickest information that I can give you as a quick solution is to pick just one action that you want visitors to perform on your website and make it a call to action that’s very prominent on your homepage. In fact, it needs to be prominent on all of your web pages.
Author: Bruce Chamoff
Bruce Chamoff has been in the web design and development business since 1995 and has worked on over 1,000 websites since then for businesses of all sizes from Fortune 500 companies to small businesses.
He is a regular speaker at WordCamps (the official WordPress conference) across the United States and teaches over 12 Udemy.com courses on web design and development.
Bruce never stops learning and teaching web development.