It is not enough to hire an SEO firm to over-haul your website. Sure, work can be churned out quickly in the form of link building, keyword research, competitive comparisons, social network and reputation management but the ultimate goal may still not be met and frustrations continue to rise because of one key element. Focus.
Your Brand must be of a single focus and well defined. This may already be the case, but for many businesses, there is a misconception when it comes to branding. Your Brand is not a product. It is not an ad or a tag-line. Your Brand needs to stand for something. It is the question that you come back to whenever you make a business or marketing decision in your company. It is the character of your name.
There are a few strategic steps to discovering and implementing your Brand:
- Discover what your Brand/Focus is… and is not.
- Find your Place within your industry.
- Define your Target Audience
- Competitive Comparisons
- Discover your Opportunities and Low-hanging Fruit
- Develop SEO strategy based on your Brand
- Evaluate results
When a clear objective is kept in mind, the primary Focus becomes clear. At the end of each cycle, evaluation of results based on your Brand will increase conversion of lead/visit/customer acquisition in your target market thus increasing your overall return on investment.
Have you ever hired a website design/marketing company that built a website or ad and then weeks or months later you realize that the site they built is ugly? One of the worst things that can happen to a business is to have a bad company image in the form of a website, logo, or advertisement. This has detrimental results when your website or ad fails to generate leads. You really don’t get a second chance to make a first impression when you only have about 3 seconds before your clients are make a deciding opinion about you.
Confucius Say: “Too many hands make bad web design”
The challenging part is that most of the time, the template or design that was picked in the beginning of the ad-making or web-design process was beautiful. Too many hands in the pot creates something doesn’t even resemble the edgy design that spoke of flow and harmony that you originally chose. There doesn’t seem to be a way to prevent the degradation of your company image when so many people clamor to have their ideas “flash” and “pop” on in the front. Now let me be clear, I am not down-playing a call-to-action; however, too many calls-to-action confuse clients, create very ugly designs, and produce very few leads.
Get to the Point. Find your Purpose.
The solution is to find your purpose behind your web design or ad and stick to it. Your Sales Department sells cars. Your Service Department services cars. Your Finance department finances loans. Your Accessories department sells accessories. Sounds simplistic because it is. Any business will fail if they do not stick to their business model and follow their business plan. The same is true in advertising. Before making a quick decision when each new 3rd party lead provider walks in the door to “put a big button on my home page for this great new feature,” stop and consider what your website or ad’s primary purpose is.
Don’t Forget the Meat & Potatoes.
What do your clients come to your website to do? They are interested in buying a car or getting their car serviced. If there are too many things distracting them and getting in the way of them doing those things… you’ve lost your lead.