Web Optimization goes beyond search engines
Web Optimization combines the concepts and proven practices of Marketing Consulting with the skills of Implementation Services to provide an integrated solution that goes well beyond Search Engine Optimization (SEO). Let's start with the objectives you have set to justify the investment in your web site. These objectives might include things like:
- providing information (aka electronic brochure)
- generating sales leads
- selling products and services
- increasing customer service
- improving communications with customers
The only way to achieve these objectives is to have people aware of your web site so they visit it. Then they need to take the desired actions and come back again. This will happen more frequently if the visitors find the web site's content and functions to be valuable enough so they come back again or refer others to your web site. For many people Search Engine Optimization (SEO) is an end in itself. Not so fast!
Content is King:
The more you learn about marketing with web sites, the more you understand that the content and function of a web site are the most important determinant of the success of the web site. We define "content" to include:
- compelling messages delivered with well written copy
- proper web site navigation to make it easier for visitors to find what they want
- appropriate functions like the ability to contact you, to subscribe to your e-newsletter, to purchase your products and services, or to complete forms online,
- inviting web site appearance to provide the proper context for your messages and functions, plus
- complete "behind the screen" programming to make it easier for search engines to understand the content of your site.
Drive Visitors to your Web Site
Once you have a compelling web site you are ready to help people to find it. We like to say that a web site's address is like an unpublished 800-telephone number. People will not know about it unless you tell them. The options of creating awareness for your site are numerous:
- top listings in search results based on high rankings by the search application (Google, Yahoo, Bing, etc.)
- search advertising like pay-per-click ads
- direct mail campaigns
- e-mail marketing campaigns
- advertising in print, radio, television, events and so on
- word of mouth referrals
- links from other relevant web sites
It is generally agreed by marketing professionals that the results of integrated marketing campaigns yield better results than activities implemented as separate activities. Therefore, we approach web optimization as an integrated set of activities and deliverables.
Effectively Implement Your Marketing Plans
Proper implementation is just as important as having an inspired marketing plan. A company needs a flawless web site to match its reputation. Nothing discourages a web visitor more than a web site that is slow to load, has broken links or pages that do not work as planned.
Implementation timing is also important. Marketing communications need to be delivered to the right people at the right time. A marketing campaign that leverages a significant event like income tax deadlines in April is much less valuable if it is delivered in May.
Ewing Consulting is Uniquely Qualified
Our marketing consulting skills will help you to define all aspects of your web site so it is most likely to achieve your goals. We can help you to determine your most powerful marketing messages based on your own competitive advantages. Then we can help you to articulate an integrated marketing plan so people are aware of your web site, visit it, have a positive customer experience, come back often, and tell others about their experiences. Next, we can help you to determine how you will measure the results of all these plans.
Then we can apply our Implementation Service skills to delivering the planned acuities. We combine our knowledge of business with our implementation skills to deliver the defined web optimization solution. This includes things like
- web site design, development, deployment and testing
- detailed marketing campaign management and implementation
- e-mail marketing facilities
- e-commerce solutions
- blogging application
Get Started today by telling us about your unique business challenges. We will tell you how we can help.