What job does your website do? Why it's important to know.

Your business is entirely individual - taking into account the history, personnel, goals, ethics and client base of your business, there really is nothing else like it. With this in mind, your website needs to perform a job that is tailored to all of these things, specifically delivering on your business goals and meeting the requirements of your existing client base.

The majority of small business websites only do one thing - they provide details about the business and the services it offers. Most will provide the means to make contact, and some will deliver updates such as news and blogs.

Whereas this is better than having no website at all, the chances are it still doesn't meet the individual needs of your business, and this is where a small investment in your website can create a new world of opportunity.

Conversion vs Visitor Numbers

The SEO (Search Engine Optimisation) market is booming, fuelled by business owners who can't believe they are not seeing a better return on investment from their website, and SEO is seen as the solution to this problem.

More visitors = more business....right?

Actually it couldn't be more wrong, in the vast majority of cases More Visitors = Lost Business Opportunity, simply because your website doesn't deliver in key areas. A successful SEO campaign can certainly drive more people to your website (even the right people sometimes!) but if your website isn't converting them, they will most likely go looking elsewhere....never to return.

...and conversion is?

Conversion on your website can take many forms, depending on the type of business you run. Let's take a small online store as an example. If you sell products directly from your site, a conversion could be counted as a sale. Simple enough then, but actually there could be more conversions that need to be made.

How about if you have a surplus of a certain product line, and you need to clear your stock room? Then the priority conversion for your business is to sell that product specifically. If you also run a retail premises alongside your online store, another conversion could be making sure that visitors to your site know that the shop exists, where it's located and when it is open.

Other examples of conversions for our online store could be:

Conversions are easy to achieve, but you need to know what they are first, relevant to your business. Try creating a list of things you would like your website to achieve, then ask yourself how many of those things your website is converting successfully.

If you would like to speak to Gillespie's about how we can help you convert visitors into customers, or create a better resource for your existing customers, please contact us and we'll be happy to help you through the process.