Show me the money!

Presuming you're keen to ensure that your website 'pays your company well', then read on!

Are your prospects able to find your website?

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) more often than not plays a crucial role in driving qualified traffic and business leads to your website. There are four potential SEM areas of development worth considering investing in to reap rewards going forwards: Organic search engine optimisation, search engine and directory submissions, linking strategy and implementation with other web partners, and Paid for Listings. These online marketing strategies must be implemented when you own a website in order to achieve the following key objectives:

1. Significantly increase qualified traffic to your website.
2. Achieve a ranking in the first 3 pages of all major search engines and directories.
3. Increase market awareness of your company, its products and services.

Creating websites should be approached as a strategic ‘optimising’ activity achieved through painstaking coding of the site and other tactics. We would recommend to most companies developing a website that they also consider an investment (outsourced to an expert or managed in-house) in SEM to help maximise return on investment.

Does your site design do the job your visitors are expecting?

Usability Testing and Enhancing

The first rule in ensuring your website is a lucrative investment is to make sure that as many 'qualified' prospects as possible can find the web site. The second rule is to make sure that the your visitors stick with your site and complete the call-to-action rather than abandoning it prematurely.

There is little point in investing in a web site if your users end up deserting it in frustration to take their custom to your online competitors. In today's hectic climate, it's vital to remember that users' patience levels are low and attention spans are short.

'Usability testing' helps prevent lost business from potential customers.  Subjects test out and feed-back upon the design, features and navigation of your site under a programme of structured sessions.  The individuals’ responses and reactions are used to determine those design and navigational features that need to be removed, those that need to be altered, and those that need to be added.  Web users often respond to a web site in unpredictable ways.  Browsing behaviour is usually not as rational and systematic as we would expect.  As such, Usability Testing usually uncovers surprising flaws in a site's design that even experienced designers and web developers may not otherwise foresee.

We advise many companies investing in a website that must perform to invest in real-time usability testing with subjects, as testing will reveal exactly how the site best be built to maximise retention of visitors within your line of business. This can be the difference between reaping many leads and substantial profit or a few leads and little profit.

The next best alternative to real-time usability testing is 'Heuristic' usability testing. This takes place at the design stage of the site's development and involves (i) assessing the site's design and user-friendliness against pre-defined industry accepted standards, and then (ii) implementing any necessary design changes.

We can take care of your usability testing, and in so doing deliver you a website that maximally impresses and retains both potential customers and existing customers, minimising lost business due to an untested design.

Web Analytics: The power of knowledge in converting sales:

Ongoing business development and marketing

Web site statistics, an effective marketing tool, will enable you to gauge customer web behaviour via your web server logs – a necessity in evolving your website as a key business development vehicle. A password protected console system will enable you to monitor real-time exactly what your visitors are viewing and searching for on your site when and how they are going about it.  Armed with this information you can fine-tune your website going forwards to truly meet the browsing needs of your customers and to maximise sales conversions.

Our Web Analysis console includes live statistics reports and graphs on many potential variables for future web marketing, including:

• Frequency of page views
  Those pages of your site that are being accessed and read the most frequently
• Frequency of visitors within any specified time period
  The time of day or year that your target market tends to be looking online for your services
• Average visitor path (which pages are viewed in which order)
  Which pages are the most popular and therefore should be tailored to maximum effect
• Referring URLs from where the user came
  How your target market finds your site, and therefore your ideal web partners or search engines
• Viewing duration by page
  Which pages are maximally holding your visitors’ interest
• Keywords used by visitors in accessing your site
  Those keywords that must be strategically integrated into your site copy and code at any point in time to increase your hits
• Visitor operating systems
  If you’re preventing accessibility to your site for users on certain operating systems
• Browser summaries
  Identify the most popular web browsers used to visit your site and determine what browsers to test your site with
• Most common search engine terms input by visitors entering competitor sites
  Those keywords that must be strategically integrated into your site copy and code at any point in time to increase your hits
• Referrer search engines and keywords
  Those search engines that are generating the most traffic through to your website

Are we suited to partnering with you?

Yes, if you’re either a…

• Corporation, especially in the high-tech or pharmaceutical sectors.
• Marketing consultancy (or similar) looking to offer added-value web services to your corporate clients.
• Smaller to medium sized company that is serious about investing in a web solution that will deliver results.

Find out more about how we can help you and our services. Or learn more about our approach.

Alternatively, please call us on 0870 240 7910 or email to discuss your situation and find out if we might be suited to working together.