You’ve Got Traffic. Now What?

You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations!

Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers.

I find there is a strong but mistaken belief among industrial companies that somehow their site visitors will interrupt their online activities and pick up the phone to call their sales people. Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently. (See my post, “Do You Believe in Industrial Websites?”).

The reality is that the vast majority of site visitors will do nothing and leave. What they have is a website that is leaking potential leads like a sieve. Whenever I make that statement, there is silence on the other end of the phone or in a face-to-face meeting; I get a look that says, “What the heck are you talking about?”

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Making Your Industrial Website Be All It Can Be

Remember the old US Army commercial – “Be All You Can Be?” It was one of the most popular and successful recruiting slogans and the army used it for over twenty years. It was created in 1981 by E. N. J. Carter (he was awarded the Outstanding Civilian Service Award for his efforts) when he was with N. W. Ayer & Son, the first advertising agency in the United States. (Source: Wikipedia)

What does any of this have to do with industrial websites? Plenty as it turns out.

I can’t think of a single conversation about website redesign that I’ve had with industrial companies that didn’t start with or include the following, “We want our website to be on the first page of Google for … (fill in your own keywords and phrases).”

Right from the get go, the entire focus of the site redesign is on search engine optimization (SEO). After all, why would you create a site that no one can find? One of the big draws of inbound marketing with content is that it helps a website get found early and often by its target audience. So what’s wrong with that singular focus on SEO?

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