SEO > Increased Conversions > Measurable ROI
Achieving high positions within the natural SERPs is one element of SEO.
The second and possibly the most important element of SEO is Conversions.
Website conversions will be measured by the client.
The information will be used by the client to evaluate their investment (ROI) in search engine optimisation (SEO) and Internet marketing.
The following elements should be considered for all commercial websites and can significantly improve traffic (visitor) conversion rates.
Graphic Design
1. A professional website design should be appealing to the targeted customer base.
2. The design should be a reflection of your corporate image and branding.
3. The design should indicate or position your company within an established vertical market or industry sector.
Corporate Identity
1. The company name (logo or trademark) should be positioned within the top section of the page layout design.
2. The company name should be easily identifiable by visitors.
3. This can be achieved quite simply by using slightly larger font or logo graphics, which compliment the overall graphical design and colour scheme.
Contact Information
1. Include the main company or sales telephone number on all pages.
2. Create a contact form which allows visitors to fill in all relevant sections relating to their enquiry.
3. Develop the form to include key information related to the visitor.
4. Use a unique email forwarding address for each form.
5. Include the full company postal address.
6. Include company registration number and VAT number.
7. Include relevant departmental contact numbers within the main contact page.
Site Navigation Structure
1. The site navigation structure should be positioned within the top section of the website layout.
2. Additional navigation menus should be added to the top section left hand side column.
3. The navigation buttons should be clearly labeled with user friendly terms relating to page content.
4. Sites with hundreds or even thousands of pages will also require sub menu navigation structures.
5. Site navigation must be very user friendly.
Search Tools
1. Large sites or certainly ecommerce sites should have an integrated search tool.
2. The search tool should be positioned within the top quarter section of the page.
3. The search tool should provide options to Users regarding the level of keyword accuracy required.
4. The default search option should be based on any keyword any order.
Establish User/Visitor Trust
1. Create a client testimonials page which contains true statements from existing customers and checkable references.
2. Publish snippet information on the home page from the client testimonials.
3. Publish company accreditation’s and certifications on the home page.
4. Publish corporate membership information on the home page.
5. Ecommerce sites should publish security details relating to the payment and checkout systems on the home page.
Marketing Message
1. The website needs to deliver the marketing message in clear and concise terms.
2. Consider animated Flash graphics containing both images and text.
3. Consider using animated video
4. Consider using broad-cast or HD quality video content with professional presenters.
Live Chat
1. Live chat software can be integrated within a website structure and enables real time user engagement.
2. Live chat can be used to answer simple visitor enquiries in real time.
Special Offers
1. Information relating to special offers should be positioned within the top quarter section of the web page.
2. Notifications of special offers should be designed to attract the visitor attention on page load.
3. Special offers and promotional offers should include the duration of sale and expiry date.
Ecommerce Sites
1. Publish the full terms and conditions of sale.
2. Publish the full goods return policy.
