// Lead // Track when a user expresses interest in your offering (ex. form submission, sign up for trial, landing on pricing page) fbq('track', 'Lead'); // CompleteRegistration // Track when a registration form is completed (ex. complete subscription, sign up for a service) fbq('track', 'CompleteRegistration');

Do Web Design Visitors Garnered from Search Engine Optimisation Understand Your Service?

by David Lawrence
in Lead Generation
1 Comment
David Lawrence

We are currently running a Google AdWords campaign for a consulting company that works in conjunction with a search engine optimisation campaign. The company works in a niche are and we have been channelling hundreds of really high quality visitors to its web design, but because we didn't build the site in the first instance, we lack control over what happens once the users arrive at there.

Essentially the site looks great and is search engine optimisation friendly, but is filled with industry jargon (the target market isn't in the industry) and even more importantly, it is nearly impossible to access a paragraph that explains what the company does. The homepage is filled with eye-catching images, slogans and graphics but just doesn't explain what the company does.

My advice here is simple. Always remind yourself that you know your business inside-out but many of your website visitors will never have heard about you. As such, almost every business website needs to feature an elevator pitch on its homepage. Further, sections of the website that outline the product or service offering of the business need to be written in a way that the target market understands. Wikipedia contains an article explaining what an elevator pitch is (click here), and a quick Google search will give you some tips on writing a good one.

If you visit our homepage you will see an introductory paragraph that in very simple terms explains what we do, eg we are an Australian company with diverse offerings that include web design and search engine optimisation. We have deliberately avoided industry jargon and confusing lingo. There are parts of our website that do contain jargon, but this is done because part of our audience demand technical information on what we do.

If you are concerned that your website doesn't effectively communicate what you do then I would recommend the following.

Easy Web Design Tips

  • Ask a group of friends (or friends of friends) to spend no more than one or two minutes at your site and then email you a few sentences about what you do. Hopefully they will describe exactly what you do. If the feedback doesn't match your vision of what you do, then you may have a problem.
  • If friends of friends are hard to come by, or they are too close to your business, then I would recommend using an impartial testing company like UserTesting.com. This is a web based service where you can ‘buy' a certain number of user tests on your website. You set the questions, eg "look at my site for 1-2minutes and then tell me what you do" and users computers screens are recorded as they undertake the test. This service will provide a fantastic insight into your website and is surprisingly cost-effective.

Good luck!

Post Revised: 20/06/2012

Author: David Lawrence

David Lawrence is the Managing Director and one of the founders of The Web Showroom. He has been planning and building effective websites since 1997. During this time David has managed teams that have built literally hundreds of websites. In this time he has seen it all, from spectacular online web design successes to missed opportunities. Experience has taught him that planning and understanding where it is you are going is vital when it comes to creating a profitable web design.

David Lawrence
Comments (1)

Hi Guys... Interesting article. I think for small businesses you are spot-on. But not sure if it is so easy in bigger corporate settings? eg if you have 5-6 divisions, all with 20-30 products themselves?

30 Jul 2010, Steve
Preloaded imagePreloaded image