Although most of our clients are manufacturers or other businesses operating in the B2B space, we find a huge range of attitudes among them in how they value their websites.
Some treat it as a nuisance – throw it up there and forget about it until it comes time to talk about budgets and why the marketing isn’t working. “Maybe we can cut some cost on that website.” You mean, the one you haven’t updated in five years or ever optimized?
Meanwhile, others consider it as an important element to their overall marketing, a complement to their tradeshow or print advertising programs. Or, better yet, their website is the vehicle they use to continue procuring prospects after their tradeshows or print ads have come and gone. These are the companies that regularly identify things that need to be updated or ask questions and take the recommended action to improve performance. And, yes, these are the companies that see consistent or growing site traffic and sales leads, and resulting new business.
One type of customer will question a minimal hosting fee, while the other will look at a $1,000 change on their site and say “Hey, if it gets me one customer, it’s worth it.”
And, generally, these attitudes play out the same way when it comes to search engine optimization.
The ones who really don’t value the contribution their websites can make to their overall marketing and sales efforts are the ones who don’t understand or accept that SEO is not a one-and-done type of program.
The companies that really want or expect their websites to be lead generating understand you have to make the full commitment to SEO. After all, no matter what industry or business you operate in, there are only 10 spots (usually) on page one of Google – you can’t expect to get to the top without making the necessary effort.
And, whether you decide to make that commitment or not, your competitors may already have.
For a free evaluation of your website to determine what it needs to become a lead-generating tool, contact John Inama at 877-799-9994 ext. 2104 or fill out this form.