August 2005

Your site's getting found? Good - but don't stop there!
Congratulations! You're on Google Page 1 for your selected search phrase. You're getting prospects in droves (hey, here comes another one!). Now what?

Whether you paid a lot of money for search optimization or you're winging it, it's always important to ask these questions: How long will he stay once he gets to my site? Will she contact us? Will he ask for more information or--hallelujah--buy something?

The answers will depend on a lot of things. Some visitor behavior is subjective, of course--after all we're talking about human beings who get distracted or interrupted, change their minds, etc. But there are some web usability things you can do to up the chances that he will stay and take some action--that's called "conversion" and it means the visitor fills out a form, calls you, emails, etc.

But before you spend a penny on web analytics and usability to get people to stay on your site longer, make sure of two things.

1. Make sure your value message is clearly and succinctly stated upfront.
Can your visitor tell--as soon as she gets to your home page--why she might want to use your widget? Describing your company or listing your product/service features is NOT the way to write a value message on your home page.

Make sure your copy tells them why they'll be glad they bought your widgets. Have your sales staff make brief calls to some of your best customers--and some of those you'd LIKE to have as your best customers. One important question to ask, among others: What is your biggest concern (besides price) about the widgets you use?

If you don't have an expert web copywriter on your staff, consider hiring one who knows how to help you find out exactly what it is about your widgets that turns your customers on!

2. Find out what kind of job your website is already doing for you.

Don't know how? The simple way: Review your site server statistics--or get a good free site meter (try SiteMeter)--count how many unique visitors you get each week, then measure how many calls, filled out forms, and/or sales you get that say "I came to you because of your website." If you don't normally ask new prospects that question, start doing so as of now.

Or you can invest in a high-end web analytics program and learn to use it (try WebTrends) It will measure your site traffic and give you all kinds of reports. The number of unique visitors divided by number of sales (conversions) equals your conversion rate. Keep in mind, rates vary, and it's different for b-to-b than retail (check this ClickZ info) and then by industry, too.

Once you've done these two things, do some of your regular marketing for a while--give it a few months and keep track of your statistics. The combination of a high search rank plus the right message can itself start getting you more conversions without your having to invest more.

Be aware that even discovering your true search engine rank can be iffy since different search engines use different ways to calculate rank. Some good news, though: a bunch of professionals have gotten together to push for some standards. The group, called the Web Analytics Association, is also pushing for web analytics certificate programs in schools and colleges. Soon you won't have to be shooting in the dark when you pick someone to help you.

But remember, all the fancy technology and gadgetry and usability techniques in the world will not make up for a website that's missing the most important ingredient--a strong, clear, targeted well-written value message that answers your prospect's eternal question--WIIFM: What's in it for me?

Sincerely, Barbara


Some of what's going on at ReallyGoodFreelanceWriter.com:

• Scheduled to cover the Nanotechnology Symposium this October for BioMedNews.org. Check out the details at www.nanoweek.org
  
• Conquering new technologies! My new Treo phone has been a bear to ramp up on (read my frustrations on BlogforBusiness)--but oh, how sweet it is to get my email anywhere!
  
• Preparing for an appearance on national radio this fall

Making the Most of Your Money

Terrorist acts are again causing extreme volatility in the markets. While appropriate diversification is always key to risk management, it can't totally protect you from losses. But there are other ways to protect your investments--just as you use insurance to protect your home.

"'Put' options" are essentially insurance policies on individual stocks or investment portfolios. Just like an insurance policy, they let you choose the amount of deductible you want to assume. The bigger the deductible, the cheaper the policy.

Talk with your investment advisor to learn more about how put options can help protect you in turbulent markets. This tip courtesy of Asset Design Center.