As a Website Optimization Firm it is critical that you give a good level of service to your clients, which includes results relevant to them at every step of the way. Or else you will spend all your energy locating new clients because the previous, unhappy ones, leave you behind in search of a more effective provider, who can actually deliver the goods. This is clearly not a great way to develop a financially sound business, keeping a client is far less expensive than drawing a new one!
The whole purpose of Online Marketing, and in particular search engine optimization, is to create increased business through an internet site by the placing of that website higher up the search engine results pages. This works on the basis that, the higher up the listings the website is listed, the more the searching populous will see it, click through to the page and at the end of the day, with a bit of luck purchase from it. Of course this is correct, but there are some finer details that really need to be considered and accepted by the Website Optimization Company if the actual purpose is going to be attained and the client contented.
The key thing here is that the website optimization firm could actually make a massive improvement to the Search Engine Placement of a business’s website, but the actual numbers of visitors to that business’s website would stay almost static. Why? It difficult to argue that moving a website from page 345 of the search results to page 6 is a not a massive improvement, it is. The optimization company will have shifted the website hundreds of pages higher than it was, sounds super. However, the reality is that virtually no searchers will look beyond page 1, possibly 2 at the best, so being on page three, four or even six is nearly as bad as page 345! No one trawls that far and therefore no clients will click through to the site.
Unfortunately this is where a lot of website optimization companies go wrong, they provide services, albeit the minimum package, that will make an improvement such as this but will basically show no return to the customer. This client then needs to make a a decision, should he, as suggested by the Website Optimization Company, pay the additional money for the “next package up” when the first one was not effective? Or does he cut his losses and try a different firm who may actually be able to carry out the work? The problem here is that the “standard package” was just not worth anything to the client at all and as such it should not have been sold to him. All that has been achieved at this point is that the effort and outlay that the optimization company went to in order to attract the client (which is considerable) has been put in jeopardy for a short term fee. It would have been far more appropriate to charge a decent fee for achieving a result that can be seen and felt by client and optimizer alike, so that the trust and confidence in the association is developed. It is only in these situations that the optimization organisation will start to keep hold of those all crucial clients and develop long term connections.
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Posted under Online Business, Promotion and Marketing
This post was written by Contributor on January 9, 2010
