Will your new website design pay off?
If you have no idea how many hits you are getting, or how many of those hits are taking action, call your web developer and make sure you have Google Analytics installed on your website, and that Google Analytics is tracking “goals” (which is also conversions). This program is free and will give you all of this information.
Out of every 100 people coming to your website, if you are driving leads, you should be getting at least 1 lead, and if you are selling products, you should be getting 2 sales. If you are quite a bit lower than these numbers, consider a good website design will easily take you to your 1 percent conversion. So, if you have a .5 percent conversion rate (which is where many older website designs are at), a new website design can easily double your leads (or sales).
What’s the value of that? Only your company can assign that value. You will need to sit down and determine whether doubling leads is enough to overcome a $10,000 investment.
Formula # 3 – Planning on Getting to the Top
The last big indicator of whether it’s time to overhaul your website would be whether you want your website to rank in Search Engines like Google or Bing, when your prospects are searching for your products and services. This is called Search Engine Optimization (SEO). If you want to get that great traffic to your website, you must have a good technical website.
As you start to think about the potential of SEO you should keep in mind that an average website with Search Engine Optimization should see traffic increases by 40 percent in one year. So, if you are getting 1,000 “hits” to your website each month, a 40 percent increase means an additional 4,800 hits per year. For lead generation companies, 1 percent is a good estimate of a conversion rate on a new site design, which is 48 leads off of your increase. Over three years, this will be 144 leads. Again, your company will have to make its own calculations of whether this makes financial sense.
Most importantly, for these kinds of results, just a website design won’t cut it. These results are more likely for companies who do an SEO and Content Marketing program after a new website is built. That being said, if your company wants to take on an SEO campaign, your website must meet technical best practices.
A website design project can be a huge undertaking for your organization, so it makes financial sense to really think through the ROI and potential before putting your team through this kind of project. Also, to ensure you maintain those ROI goals throughout the project, it’s important to be very clear with your web development firm regarding the results you are expecting from your website.
Natalie Henley has been in the Internet marketing industry for more than four years and specializes in the Search Engine Optimization, Paid Search & Social Media Marketing fields. She is the marketing manager at Volume 9 Inc. For more information, please visit http://www.volume9inc.com/.
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