Go Grailey came to NetWave Interactive in dire need of a brochure for the International Roofing Expo in Florida. This brochure provided all the neccessary information and was even customized to include specifics to the trade show. With a quick turnaround Go Grailey was able to divert a potential disaster of not having any marketing materials to hand out.
Although Google Analytics and other visitor tracking programs are highly useful tools, generally speaking, they are too powerful to the average user. If the user chooses, he/she can spend hours upon hours analyzing every visitor that enters into their website. There are three key components which I use monthly to analyze my website’s visitor trends to ensure my website is serving as a sales tool:
Keywords used – This section of Google Analytics allows me to see which keywords visitors are using to locate my website. After exporting the list of keywords used to attract visitors, I then highlight the profitable keywords. Then I sort through the list and organize the not so profitable keywords. Are the majority of website visitors using words that lead to new clients or are they general searches of irrelevant information? If the keywords that are attracting visitors are not money makers, then it is time to edit the website’s SEO plan to improve rankings for more profitable keywords. (See 10 “Do It Yourself” SEO Techniques)
Navigation Path – Generally, the home page is where the majority of visitors enter into a website. Where they go from there is of great interest. If 60% of visitors navigate to a particular service, then I know there is a hot item within my site. Is this service my target area? Is this page leading to new sales contacts? If not, how can I turn this traffic into sales leads?
Another point of interest to explore using the navigation path section of Google analytics is to review exit pages. If the majority of website visitors are coming to the home page, looking at 1 service page, then leaving, you have to ask yourself why? Are they not happy with the web content, are they looking for rates, do they need more examples of work completed? All of these factors are questions you must ask yourself if you see a large portion of traffic leaving before navigating to the contact page.
Top Pages – By reviewing the top pages section in Google Analytics, I can determine what pages of my websites are of interest to my visitors. Generally speaking, the optimal navigation route is home page to specific service page to the contact us page. If you are not receiving phone calls or form submissions from your website, then it is time to enter into the war room. What changes can be made to get those inquiries?
Google Analytics offers a wide array of options to gather data from your web traffic. That being said, I have found by analyzing the three sections listed above, I have been able to modify my website based on visitor trends into a valuable sales tool.
1. Make sure your website copy is directed at your prospects
a. Include keywords like town or county names if you service certain areas
b. Include specific product and services throughout website copy
2. Label each page within your site with specific title tags
a. Add 3-4 keywords or keyword strings to each page
b. Make sure title tag keywords are relevant to their page
c. Use variations of specific/technical terms that end users may use
d. Do not start every page with your Company’s name – you are losing valuable keyword space
3. Write specific descriptions that match with each page on your website
a. Do not have the same general description on each page of your site
b. Google, Yahoo, and Bing will reward your site with higher ranks if you have specific descriptions for each page that match that pages content
c. You will have a better chance of having several of your URL’s appear in search results with varying descriptions
4. Use Google Analytics or other visitor tracking software to analyze visitor trends
a. You can monitor what keywords visitors are using to enter your website
b. Review visitors navigation paths to see where they are leaving
c. Brainstorm and correct why they are leaving
If you are slightly confused on this, it may be best for you to consult with an agency providing SEO services.
This highly respected Savings Bank selected Netwave Interactive over numerous competing agencies because of our banking experience, creative skills and depth of strategic marketing expertise. In five short months, we’ve rebuilt their mortgage site, revamped their advertising and commenced on a marketing research and strategic plan to reposition them in the changing financial services market.
One of NetWave’s fortes is technical/industrial marketing. We are able to convert technical subjects into viable, interesting website topics. A series of highly specialized flat sites on very specific chemicals has helped this chemical giant attract skilled chemists to their highly specialized offerings. It’s just one of the many technical sites we have built for our B2B clients.
This chemical manufacturer needed an updated site that would present its complex portfolio of products in a easy to follow manner. Visitors can view the products by category, chemical name, industry or application. We also developed a content management system that lets Jarchem engineers edit and update their product line via a custom designed editing panel.
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