Your business had been around for a couple of years, maybe even longer, and you were doing fine on word of mouth alone. For the longest time, sales were doing great.
But then you noticed over time, that the sales weren’t there the way they used to be in the past. Referrals just weren’t cutting it anymore. You figured it was time to finally get a website. After all, everyone kept telling you that if you had a business website, things would improve right away.
But now you’re worried, because it’s been six months to a year, and your website is getting smoked in Google rankings by your competitors. Your anxiety level is a lot higher than you care to admit out loud.
Now, you’re trying to figure out how much it will cost to hire a SEO or marketing firm to get you ranking higher on Google and getting web traffic.
It’s not the website traffic that you’re after, but more sales. You need to do something, otherwise your business will starve.
Before you start spending on SEO, you probably owe it to yourself to see what the messaging on your website is. Is it written from the point of view of someone seeking your services? Or is it written from the point of view of what you want to sell them? These are not always the same thing.
While there are some reputable SEO companies out there, many of them are still using questionable techniques that are designed only to get you ranking higher and drive traffic.
Remember: It’s not the traffic you want, it’s the sales conversions.
What To Do When You’re Dead In The Water On Google
Words are the most important part of your design, and your marketing. If your words resonate with people, they will read them. Yet, those words are often dropped into a design template at the last possible minute before a site launch. This is a completely backwards way to work.
So what can you do?
As a business owner, start thinking about the types of customers that you already have. What questions do they usually ask you? What is their worldview? Why do they use your service or ones like it? What problem is that solving for them?
Think about their state of mind when they first contact your business. What is compelling them to spend their money? What is motivating them? What do they think will happen if they don’t make this investment with your business?
I believe that you could answer a different question about your industry every single day for the rest of your life, and not run out of things to say. Your target customer base is already looking for this information. Why shouldn’t you be the one who gives them those answers, who allays their fears, who speaks to what they are already thinking?
Be Seen As The Expert You Already Are
Your website isn’t done on launch day. In fact, it’s never done. All that knowledge that you’ve earned over the years is what makes your business the best choice. But no one will know that if you keep your light hidden under a bushel.
Words are what drive SEO. Words are what will help convince people they are in the right place when they land on your web pages. It’s a good idea to be a part of the process of determining what words and messages are being published on your website.
Some businesses get involved with SEO companies that simply keyword stuff their pages with the same phrase over and over. But guess what? When customers read these pages, it sounds unnatural. These pages may end up ranking well in Google, but they don’t convert well because they don’t sound like a person wrote these pages.
And Remember This —
Your web designer or SEO company can’t care more about your online success than you do.
You have to be involved in the process of optimizing your site content for search. Your marketing or SEO team can’t do it alone. You are the expert in your field, and they will need your insight to make sure your clients find exactly what they’re looking for.
It’s even better if you can contribute to producing content that answers customer questions or concerns. If you can find a way to do that on a regular basis — writing a post or doing a short video once a week, that will go a long way towards boosting your SEO and your sales.
Be involved in ownership of your website and your material. It makes a huge difference.