How can we increase services sales via our website?
We have a website that has been "SEOd" to death. We still are not getting anyone to sign up for our free or paid services. What steps do we need to take? We are creating content, have RFI's, use social media, blogging and more... to no avail.
Look at inbound marketing - http://retrieverdigital.co.uk/inboundmarketing - gets great ROI by targeting your ideal clients and web site visitors.
Just by briefly looking at your profile, and then clicking on your link I can tell you what the problem is instantly. After reading your question I took a quick minute and looked at your landing page, it screamed help me I'm failing. First your landing page it's literally BLACK & WHITE !!
Do you see a problem with that ?
I do It's boring it's basic and it's plain.
Also in your question you said you can't get people to sign up for your free consultations or free services. There's no mention of free services on your landing page..
You have to look at it from a customers point of view..
FREE CONSULTATION ….. and ????????????????
When people land on that page they don't know who you are, your name is not on the landing page, nor is your company name on there either. What you are capable of doing. What services you offer. What past experience you have. There's' no recommendations on your landing page. There's nothing about your corporate culture, no mission statement. No mention of anything you do for charities. No one in their right mind is going to willingly type in their e-mail address on a blank landing page with no real information on it, or anything intriguing on it for that matter.
Here's the SOLUTION !!!
Start off by putting an image on your landing page. Please make sure your image is something that reflects the type of work you do... No kittens, No birds, No nature pics.
Even if it is something super simple like an illustration of a struggling small business owner on the left. Then him calling you, or E-mailing you in the middle. On the right you shaking hands with him as his business is now a booming success. Another option add something insightful, intriguing, useful, add value to your service.
You mentioned you have Blogs, and social media, if your social media, and Blogs are not drumming up business you need to take a strong look at what you are writing because something does not add up. Also if you are not using an integrated marketing system that could be another issue all together.
Take a good long look at all of your current marketing, advertising, and promoting.
Print it out look at it in depth so you can see what does not work. Then start over and write something more thought provoking, more intriguing, more insightful. Show people the need for your service, show people the benefits to having your service, show people the value of using your service, show people the benefits of using your service. Offer a promotional rate for the first 10 people that use your service and give them a promotion code to use when contacting you. Start a referral program. Also your offline marketing has to be just as strong as your online marketing. If you need any help developing an integrated marketing campaign let me know. I use proven success techniques that are unmatched in today's society. You can contact me through MosiacHub have a good weekend Sincerely J Bailinisi ...
It looks to me like you are trying to get into the consumer market. I'm having a hard time getting past the cultural issues. I'm thinking overt American-type marketing posture and style may fail to resonate with Norwegian consumers.
Moreover, from what I gather, Norway like Japan, is a rapidly aging country. So now I'm imagining lots of Norwegian "grandparents" as the dominant segment of Norwegian culture and purchasing. I'm seeing even less of a fit between that segment of your buyers and the marketing you offer.
I had a much, much longer response originally, but on reflection see no point in most of it because I don't think it will sink in - so I started again.
Your site is not SEOed to death because there is not even vaguely enough content relevant to specific keywords to SEO anything to death to begin with. 5 general pages and 5 blog posts since February 2016 is so far from the reality of going up against competition that has been around for years - it's amazing to me that anyone would think they are even vaguely close to or deserving of rankings in that situation.
I also can't imagine your link profile to be anything other than virtually non-existent.
What's most astounding to me, just because I can't believe anyone with a serious business venture would do it, is to put the site up on Squarespace, instead of a dedicated server of your own or at least a dedicated IP address where you can easily move your site elsewhere if needed.
Pardon my attitude, but the things you say led me to believe that you had so much work done and had fine-tuned things to the Nth degree and was just baffled as to why the site wasn't working better, but it appears to not even be rolling forward, much less off the ground yet.
I don't know who you are consulting with or who's giving you advice, but if this is something that needs progress ASAP, I suggest finding a different expert. I would scrap what you have, define an appropriate site silo architecture based on primary, secondary and tertiary keywords, main and sub categories, and separate out keywords that are directly tied to your business goals and buyer intent so you at least have a clear picture of what will and will not drive revenue before anyone writes a word.
Then define your content creation strategy based on various targets and production resources. Don't go off half-cocked creating just any content for whatever reason as long as it has seemingly useful or related keywords in it. It's a waste of time and resources to create low-value articles, especially in the beginning. Time is a huge factor in content creation and the SEO done to it. Correct planning saves a ton of time.
What you have so far is so wrong you'll save at least a month or more scrapping it, assuming you move it away from Squarespace. Keeping it on Squarespace will limit what you will need to be able to do with the site regarding SEO (and who knows what else). If their approach ever changes with how their business evolves, your online presence will be at their mercy.
At the very least these types of platforms have to factor in what they can do that will not adversely affect all of their customer sites. In other words the precautions they may need to take might not work to your advantage. There's no guarantee that they won't intentionally or accidentally make a change that could throw off your SEO.
They also have production timeline issues that can take longer to resolve than you doing things on your own. Managing your site yourself allows you infinitely more flexibility and control.
Good luck with your site.
How much of the service market is met through the web? is the question to ask yourself here. Based on the answer to that question, a lot of things will become clear. In my line of heavy machinery, for instance, even if you are at your country's no # 1 in Google.xy, the business volume through the web is too low. As these machinery are capital intensive, few people want to develop more vendors which is not good, I'll admit but there is nothing you can do about it. Here, the best way is to find who are the top trusted service vendors. Once you find that out, there probably won't be any big OEM's in the list because their work is also done by these service experts in the capacity of authorized blah blah. Meet one of this gentlemen, be honest and listen to him.
What you hear will change your ideas. If your product is not of the type above, then I apologize for having wasted your time.
Best Regards and all the best.
If you have traffic and no sales then everything is wrong. Start over, don't pass GO, and do not under any circumstances collect $200.
Evan, I've scanned your web site and read through your responses.
What you are doing wrong is that you are focusing on the marketing and not thinking about what your product offering is.
Your core issue is one to do with design of the actual product.
There are a range of design issues I picked up on just from skimming through the site.
One of my clients has been a company called BrightTALK.com who are an online webinar platform.
There I've redesigned majority of their proposition.
Not directly related to you, but they also are wary of companies like join.me, etc. as they can always move into a similar space.
But at BrightTALK I've been able to 3.4x their customer base through improved design and also 2.9x their engagement rate.
I coach people about Design Thinking for living nowadays though.
Hello Evan - Ali's answer below is concrete in terms of confirming your services have value and an interested market.
What caught my attention was the phrase you used, "SEOed to death". This is one of the biggest misconceptions service providers hold onto when evaluating their marketing. It is an ever widening trap to think that SEO is the solution in any competitive market online. Even GREAT SEO will not make a noticeable difference in either rankings or what you should be more concerned with... overall success. Remember that SEO is 1 small part of a very big puzzle so if you pay the majority of your attention here, all other components suffer. Especially when you have a tight marketing budget.
From a surface view, I am comfortable telling you are you are taking the right steps. An effective marketing plan must have SEO, blog development, social media development, lead nurturing and what I consider most important, analytics. Good analytics will answer these question you pose. Data doesn't lie and gives an insight into what is really going on when common sense leaves you clueless.
Let me give you just 1 simple example. Let's say your service is document shredding. One of the first things you must do and I assume you have done this to one degree or another is "keyword analysis. Let's say the owner of the business instructs his marketing team to SEO the crap out of the keyphrase "document shredding". That makes sense right? So the marketing team focuses on this keyword but after 6 months, no rankings or business. If analytics were used correctly, you might learn that yes, there are 3000 monthly searches for that keyword (good) but the difficulty data suggests it's a 98 out of 100. Especially if you are a newer website, you just wasted 6 months trying to reach the fruit at the top of the tree and had no latter.
That is a simple example but again, it's critical data to understand if you're going to answer the question you posed here. The solution to this particular example is target the lower hanging fruit. This accomplishes more than you think as well. It doesn't just start to give you rankings. It starts a chain reaction that a good marketing team will take advantage of and massage into much more visibility, conversions and customers.
My point is that although you are supporting SEO, blogging and social media, is it possible that the quality of these items aren't at the level of your direct competition? 10 years ago, if you had a website (any website) and applied SEO (any SEO), you were going to see results. Today, that is no longer true because of the intense competition for Internet space.
I hope this helps you consider which direction to go to find your real solutions. I suggest you have a web and marketing assessment completed by professionals that have a certification.
You have gotten a ton of feedback but the main things for me would be:
1. Are you getting traffic?
2. Are the people most likely to buy your product coming to the website (depends on where you publicize?
3. When they come to your page, do they understand how your product will be better at helping them with their product than your competitors?
I checked your website and there are many things that need to be improve in your website:
The website is not optimized for search results. You can add title, meta description, meta keywords in your website.Use google Adword keyword planner to find target keywords and add them in meta information.
Talk about business services by sharing your knowledge and expertise on communities related to your services. That will establish you as an expert there and that will influence users of those community to look at your profile.
I would recommend if you create social media profiles with your business name. This will improve your brand name presence on search results and users as well.
Use document sharing sites, ppt sharing sites to share content where you can pick any topic related to your services and present in well planned visual way. This will help people to easily understand about your service.
If you can not do such activities by your own then you can hire an SEO agency who can help you fix all your website issues and guide you plan for further
We are currently working on a wholesale fashion clothing website name Frerez and we used to get most of the leads from its website itself http://www.frerez.com/.
The main thing you have to do is to make your website the best of all.
Make the point prominent what you are offering on the homepage, add enquiry forums on the website. First, make sure the best offering from your website that people are looking for.
I am sure you will start getting leads from the website itself.
Hey, Evan! Hope that all is well. You started doing the right thing by doing something about your content on your website to attract people, if that is not still working maybe you need to look at your overall website all together. In today's high tech world people attention span is very short so if you website has to much content on it, it can cause customers not want to do business with you. Somethings to consider One is your website enter active across mobile channels and if not that could be where in lies your problem. Are you able to communicate across all media channels where your potential customers are hanging out? The other thing that you might want to consider is. You might want to look into data content marketing for your website that is key specific to the kinds of customers that you are wanting and looking for to introduce to your products and services. Now when you say that you have worked on or written content for your website. Is it content that your business is writing from their perspective or are you all writing what the customers want to hear? Just some suggestions!
I'd echo pretty much everything @Ali Zartash-Lloyd said but I have one bit to add and that is it looks like your market is too broad. You're trying to appeal to grandmas who want to video chat, telecommuters, SMBs ... that's a lot. That right there is I think a key reason why the marketing is difficult. Until a company has really succeeded on a smaller scale, it's hard to reach a larger target audience. For instance, Skype really did target a younger demographic originally.
If you have people using the system now, really get to know who they are and what demographic they're in. See if there are any trends there. For instance, maybe a large portion are telecommuters. See if there's a way you can target more telecommuters. Start crafting some of the marketing so that it speaks more to that particular audience. Start getting some reviews out there and basic press. Try creating some landing pages to target different demographics with a clear value proposition and CTA.
I see a lot of "me me me" going on some of your social channels and not much brand building/story telling. Broadcasting out tweets like, "Hey #NewYork I think you need a little #Visiple http://buff.ly/1M6gKLQ ! #video #meetings #meetingsimagined #Wework" (where you keep doing that but changing the city hashtag) is a spammy turn off imo.
I don't know what you "seo'd" but I put, "free video conferencing" into Google and you guys weren't on the first 3 pages. Your competition definitely was though.
I know this probably isn't the type of responses you'd like to hear after investing money in the site, SEO, and social media, but making some adjustments now could lead to a much better ROI.
You have had some good advice here. Hopefully the SEO is working and you are getting traffic but to me the problem is your site. I hate to be brutally honest but I really don't think you web site does a good job of converting traffic to buyers. I am sorry to say this but if I was looking for services you provide and visited your site I would have keep looking. You have a one page site (nicely done) and a contact page. The information is general puff. Nothing there would have sold me on your services.
I think you need to make your site more complete. You need success stories. You need graphs showing your results. You need more detail about your abilities. You need an about us page that personalizes your company. Your blogging is good but it should be on your site. You need better call to action.
I have lost count of the number of people who I have met over the years asking the same question. As an SEO and Web Design company, I have to repeat what I tell paying clients. Website and SEO cannot overcome the issues of products or services a company sells. Your website is the recipient of your product and not the creator, so if you are getting the expected number of visitors from the target keywords, I suggest you need to go back to the basics.
With my Product Development hat on, I would have to say this sounds more a product development question than Website quandary. As I have advised other users on mosaicHUB the questions you need to ask are:
1. Is there a demand for my product or service?
2. What is the price point of the competition?
3. Who buys this product or service?
4. Why do they buy it?
5. What is my product value proposition?
6. What problem is it solving? (People and companies do not buy products they buy solution to their problems.)
7. What is my Unique Selling Point?
8. Why should they choose me vs my competition?
Video connectivity is highly competitive now, so your “Visiple Free” is going head-to-head with Skype, Viber, and Firefox built-in Video/Call button. This is just 3 examples of free products but there are tons more.
Second, where is the APP? Most communications today are done on Smartphones. We use Skype and Viber to talk to our clients as well as using these apps (inc WhatsApp) for online help and support. I cannot see what your product does that these products do not offer. We are an avid user of 1-on-1 products like yours and are driven by our clients. So if they use it, we will use! The trick with these products is as always to sign people up to create a base and hence pull through, but I cannot help but think you may have missed the boat on this segment. (Sorry to be harsh but you need to break a few eggs to make an omelette!).
Visiple Daily and Pro, I can see the merits but for people like us, it is of no use. The question is who will use this?
I would suspect Training companies, Coaching Companies, etc. If that is the case, how are you targeting them? Where do you have conversation with these potential users in order to sell your product?
SMEs might have use for this but it will be specific and niche, so have you done any studies on who would be interested, how to reach out to them, etc.
Enterprises? Not sure. There are enterprise class products from vendors such as Cisco, Avaya, etc. who are incumbent suppliers to these potential users. They are already supplying infrastructure, communications products, etc. to these entities, so how do you get your message to the Enterprise sector and bypass their current relationships.
I really think you need to look at the basics as Doug McQuilken and examine your Ps or marketing but that requires your company to be able to question it's very existent. Not all companies and individuals are psychologically ready for this kind of existentially threatening examination of themselves. It does require re-examination of your entire business premise, product, pricing, value proposition, etc. The good news is that many companies who do go through this exercise manage to reinvent themselves or revitalise their portfolio and kick start their sales. This kind of process is best done with an external Invigilator as this requires a dispassionate and subjective view of situation that can stop internal infighting and resistance that can cause damaging and irreparable fallouts within an organisation.
Your website will not solve this problem.
I don't see anything wrong with your site. But there are some issues you don't seem to address.
Why use your product over established competitors like Skype, Blab, Hangouts, Facetime...? Are you more secure? Higher quality? No-frills? Better reliability? Is it just video chat or are there webinar and presentation features?
In terms of getting customers, maybe some direct outreach could help. If you can build a user base of people who do a lot of video conferencing and get them to use your service first, then as they invite others you'll have the opportunity to grow your base.
But why would they switch?
As Giselle said, maybe one approach would be to find a market that is not fully satisfied by current offerings because they need some specific feature or capability that isn't available. Video chat seems pretty basic. I've got a lot of options, but what can you do for me (as a coach, healthcare provider, manager, marketer, salesperson, plumber... whatever) that I can't get anywhere else?
Giselle has some great advice regarding digital marketing.
But, if people are not converting you should revert to the four
Ps of marketing (Product, Place, Price, Promotion).
Your unique value proposition is to ascertain. A product comparison grid against your high & low competitors would be useful to prospects. For example, why not use Skype for 1:1 communication - or am I missing something?
Hard to say without looking at your site and knowing what you sell and who your target market is.
Have you defined a target market persona? Are you creating content of interest to that persona? Are you solving their pain points? Are you blogging 2-3 times a week? Do you have a content marketing strategy? Are you using an editorial calendar? Do you have a social media marketing plan?
Are you sharing those posts on Google+, Facebook, LinkedIn business page, personal profile, Twitter and Pinterest (if applicable)? Are you writing for LinkedIn?
How long have you been doing this? If starting from scratch, it takes 90 minutes a day to build a following in the social networks for 30 days.
Are you checking your analytics monthly? Are you adjusting your marketing plan based on those analytics?
Once a following is built, and you blog 2-3x a week, it should take 3-6 months to really start seeing good results.
It's a marathon, not a sprint.
I have a lot of resources on my website. AZSocialMediaWiz. com