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The Number One Secret Strategy To Make Your Company’s Website Rock

May 13, 2010

A lot of companies still don’t have a website and have not realised that the cost of not having a website can be measured in reduced inquiries, leads and hence lost sales. Number One Secret Strategy To Make Your Company Website Rock

The other side to this is that there are companies that do have a website but don’t know how to make it generate inquiries, leads and sales.

So you want to know what the number one secret strategy for the making the company’s website rock?

It ‘s “Optimizing your website for search engines” this is called SEO or Search Engine Optimization.

I recently came across a company who turns over several hundred million dollars a year and they admitted that their websites are “brochure” websites, this means essentially their online presence are still at the Web 1.0  stage where nothing ever changes and there is minimal ability to interact with their customers online. They deal with major corporate clients and a new account won from an inbound lead is worth several million dollars in revenue. The also admitted that their website has also not been optimized for online search (Search Engine Optimization). They don’t rank anywhere for the important keywords and phrases in Google for their industry.

This lack of 21st century marketing basics is making it very hard for potential clients to find their brand in a world where 93% of buying decisions start with an online Google search. (tell that to your CEO)

So your company needs to make an investment in the optimization of the corporate website. This is so that when Google’s crawler, that trawls the web every day and night, checking out every website in the world to see if it is worth giving it a good ranking in its search algorithms can move the company’s website up the queue towards the top of the search engine page.

This is essential so when people type in the key words and phrases that are about your product or industry your company is found near the top of the list. If you employ the right techniques and strategies with your website or blog your company will get found.

So let’s make some realistic assumptions to see what are two scenarios that depict the real cost to a company’s business through not optimizing their website for SEO.

Scenario One: The company website is optimized and the company receives 5 more leads and wins one new client annually

This scenario is quite realistic.

Revenue: New Revenue:  One sale of $1 Million with a margin of 20%

Gross Profit  $200,000

Costs: $5,000 Initial SEO research and resulting report plus ongoing monthly optimisation consulting and SEO activities of $4,000 per month for 12 months

Total costs: $53,000

Net Profit to bottom line: $143,000

Percentage return on $53,000 investment  of  277%

Scenario Two: The company website is optimized and receives 10 more leads and wins two additional clients annually

This scenario is also quite realistic.

Revenue: New Revenue: Two sales worth a total of $2 Million with a margin of 20%

Gross Profit  $400,000

Costs: $5,000 Initial SEO research and resulting report plus ongoing monthly optimisation consulting and SEO activities of $4,000 per month for 12 months

Total costs: $53,000

Net Profit to bottom line: $347,000

Percentage return on $53,000 investment of 655%

I could keep going but I won’t because it beggars belief, but this major error of not optimizing your website for search is being repeated by corporate clients everywhere and they are losing millions of dollars in lost revenue and profits every year.

There are also many other ways to generate leads and enquiries that are synergistic with a well optimized website but that is for another day.

Is your company still living in the last century?


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7 Comments leave one →
  1. May 13, 2010 3:03 pm

    I agree totally. I just recently have started to research and understand how a good handling of SEO principles can help an organization or personal brand, but there is a great need for it in many organizations. This report from copyblogger.com really helped me and I think it should be read by anyone that is really interested in increased SEO. http://www.copyblogger.com/seo-copywriting-report/

  2. May 13, 2010 6:22 pm

    Jeff, You make a very strong case. Even today, a lot of business people see SEO as snake oil. Part of the problem is a lot that’s written about SEO is overly technical and contradictory. In that respect I don’t blame executives from being skeptical. But for anyone who takes the time to acquire a basic understanding of SEO should see the same ROI pattern you do.

  3. May 13, 2010 10:42 pm

    Nice post Jeff. The figures are huge for small business but I understand those figures can be scaled accordingly to company turnover. Even small businesses without those large budgets for marketing can improve their traffic by building on their inbound links which always has been a major component with Googles site preferences and of course blogging achieves great results by keeping a website current. Spending that type of money, a PPC campaign would also tie in nicely but would have little or no long term effect in growing your website organically although should get some instant traffic happening to start the ball rolling.

  4. June 8, 2010 9:02 pm

    This is really a lot to think about especially for new business owners. I could not agree more! You gave a really great explanation and I will certainly pass the info along to my colleagues who are still living with the dinosaurs!

  5. June 22, 2010 3:04 pm

    Article is great! Just entered the wonderful world of online marketing – Where do you look to find someone good to do SEO for you??

    Many thanks

  6. June 25, 2010 2:48 am

    Solid article. Totally agree! Getting the most out of your site is critical and a viable SEO strategy and approach is critical to success. I like your business case approach.

    Thanks

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