Getting visitors to your website is a great feeling, all your hard work is paying off. But if new leads are not coming in and money isn’t appearing in your bank, is your website really working?
Before we jump into which one you should concentrate on, let’s define what these acronyms mean.
SEO – Search Engine Optimisation
This is the process of ranking your website highly in the search engines such as Google. If you want to be at the top of the organic listings then SEO is what you need.
CRO – Conversion Rate Optimisation
CRO is the process of making sure your website pages convert visitors into leads or conversions.
The majority of website owners default to wanting SEO work on their website if they are not getting as many enquiries as they would like. But if your website is not converting visitors into buying customers, do you want to drive more traffic to it?
Now it is important to note that I am not bashing SEO. There is no point having a great website if it is playing hide and seek! In fact, we have even created an SEO checklist for website managers, but looking at the data your website is producing is really important before jumping into a new campaign.
If you are getting lots of traffic but you are not getting the enquiries, then this is where CRO comes in.
There are many things you can do to improve your conversion rate on your website. This could be as big as a full website redesign to simply moving a call to action button to the top of the page.
It could be that visitors are struggling to find the right information as your navigation is confusing, or maybe your imagery is letting you down and not connecting with your target audience.
For example, if you are an electrician wanting commercial jobs but all the images on your website show you changing a single plug socket you may not appear capable of taking on the big jobs.
We would always advise getting your website in order before undertaking any additional marketing.
The good news is that once you have a high converting website there are so many ways you can drive traffic to it. From organic SEO, PPC or social media, they are all designed to drive traffic to your website.
SEO is important. CRO is important. But together they are really powerful. They should go hand in hand and work together to constantly improve the number of leads coming in from your website. Like going to the gym, the hard work never really stops!
If you would like a free review of your website or perhaps your entire marketing strategy then please get in touch