Making SEO a Selling Point
Cricket:
I’m into my second session with the SEO class, and following the marketing classes rather closely. So, I’m still a relative “newbie” on your lists. I’ve learned enough to know that there is still tons to learn, and I appreciate your good work.
I think this question falls between the cracks, between Marketing and SEO, and I don’t recall it being answered in either. However, I know I could glean a response from your many good instructions on both lists.
My question is, from a marketing standpoint, how can I make SEO a selling point in a web design business? I had a conversation with one potential client who said that the search engines basically pick up sites after a short time, so there’s not much to Search Engine Optimization.
Argh!
How might I better answer a statement like that, and, in a small amount of time, tell someone that SEO is much more complicated today than that?
Thank you.
Gary Kopycinski, Illinois
Shire Enterprises
Hi Gary!
Certainly it helps to make sure that our clients understand what search engine optimization is. Being listed in the search engine results and the public being able to actually find their website in the results are two very different matters.
SEO is primarily concerned with advancing the goals of a website by improving the number and position of its organic search results for a wide variety of relevant keywords. SEO strategies may increase both the number and quality of visitors. Search engine optimization is sometimes offered as a stand-alone service, or as a part of a larger marketing effort, and can often be very effective when incorporated into the initial development and design of a site. Wikipedia
The fact remains though that search engine optimization is not at all complicated, nor is it difficult. It is really as simple as understanding that search engines return the results in the exact order of their perceived relevance to the search query.
It is however very time consuming, but only one part of developing a successful online business.
Additionally, remembering that top search results do not automatically equal an increase in business is vital. Getting people to visit the site is one thing. Getting those same visitors to stay and place an order is another matter all together.
Your website must provide the information that allows your visitors to educate themselves on everything involved in a developing a quality website that will provide the results they are looking for.
When a new business owner is trying to run a business and manage their website, it comes down to there only being so many hours in a day and deciding which things they can do, and which things are best left to someone else.
A website developer also has to make these same decisions.
Some business owners are looking for a design company that handle everything and others just want someone to get them started.
By offering a smorgasbord of services, your potential clients can decide which package best fits their own needs. This can only happen if your site clearly outlines the benefits of each service available in a way that helps them make a decision.
Dell Computers does a beautiful job of this on their website. When you are looking at a computer on Dell.com there are a variety of features available. For every choice in features available, there is a link to more information to help the visitors choose.
First they sell me on the benefits of owning a new computer by Dell. Once I have made that decision, deciding to upgrade to higher quality features for my new computer (while placing my order) suddenly become much easier.
Rather than making SEO a selling point, I think I would focus on this simply being one of the many services your potential clients can choose to include in their package that will save them time and effort.
Let them get sold on you and your web design company first. Only then will they begin to trust your recommendations for additional services you provide.
Many web developers are so busy trying to close the high dollar contracts that they lose the potential client’s business all together.
Try to remember that a million dollars in quarters and dimes, is still a million dollars. Stay focused on earning the trust of your potential clients first. Once they have made the decision to do business with you, all the rest works itself out quite naturally.
I WILL DEFINITELY SEE YOU AT THE TOP!
Ask Cricket Small Business Marketing Consultant and SEO Training Specialist
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