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Troubleshoot SEO / Conversion

Discussion in 'Advertising, Marketing, Social Media' started by Lee Wright, Nov 5, 2018.

  1. Lee Wright
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    Lee Wright New Contributor

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    Hi people,
    I have a nagging suspicion that my website should be doing much better than it is but I don’t know how to find out:

    (1) How well it should be doing
    (2) What the problems are (if any)

    The result is that I don’t know what to work on.

    Here are some possible things:
    -Search term targeting
    -Meta description under the results
    -Landing page usability
    -Landing page style
    -Sales copy
    -Offers
    -Testimonials (social proof)
    -Product demos(proof of process)
    -Guarantees
    -Site is currently a .com but in Australia it should be a .com.au not sure if that’s affecting results or not.

    The reason for my suspicion is that my business is based in a city of 4 million people. My site comes up #1 for highy relevant search terms like “PA System Hire Sydney” or “Wireless Microphone Hire” etc yet my turnover from new customers is only perhaps $50K a year. I’m sure the market for the type of events we do would be in the order of several hundred million. I don’t have recent stats but in the past the #1 in the Google search results gets an impressive 40% of the traffic. I know that doesn’t mean 40% of the market by a long shot because it only applies to the search terms where that company is #1 which is relatively few out of all search terms but still I feel it should be more significant. Another reason I’m suspicious is that my competitors which are ranked below me are much bigger although I suspect they rely of paid search of which I don’t do any. Here's the search results:
    pa_hire_search.png

    Once a customer makes an enquiry my conversion rate is 80% so I’m sure the problem isn’t lead conversion.

    According to Analytics my CTR is 2.5% giving me 277 clicks a month. That doesn’t seem disastrous. I only get about 10 new customers a month though which is only 3.6% conversion. I would have expected more.

    upload_2018-11-6_14-31-7.png

    I’d love some feedback if there’s any SEM experts. The site is www.sydneypahire.com

    Thanks Lee
     
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  2. Bekit
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    Bekit Bronze Contributor Speedway Pass

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    I'm not an expert, but here's my two cents looking at the page both from a digital marketer's perspective and the perspective of a potential customer who had just searched for a relevant term and landed on your site:

    Design
    • Site looks like it was built 15 years ago.
    • Carousel/Hero image is poorly done (text on top of image is pixelated and it looks like it was built in PowerPoint instead of Photoshop and then skewed vertically after the fact). This looks unprofessional. I would bounce before looking further.
    • Design is crowded. Very little white space. Red, blue, and dark gray text makes the site feel busy and unfocused. It's hard to tell where to look. My eye is bouncing all over the place.
    • Font size is quite small. Uncomfortable, not easy to scan for relevant info.
    • Header menu is distracting with the five square images in a row that don't align with the menu options.
    Copy
    • Grammar: Your main headline is a question that doesn't end with a question mark.
    • Capitalization: It's all caps.
    • Readability: It's hard to read... quite a mouthful; not how people speak naturally. "WHY RISK DODGY SOUND WHEN YOU CAN HIRE A TOP BRAND PA SYSTEM DELIVERED & PROFESSIONALLY SET-UP FROM $395 OR WITH A SKILLED OPERATOR FROM $440*."
    • The two words that stand out the most are "dodgy" and "risk," which is what you'll be planting in your customers' minds about your own site, given the overall effect of the site.
    • Sales messaging: It's hard to get a sense of what your message even is. The bullet-point copy on the various images of your hero image carousel is poor - no parallel construction, unclear meanings, unclear message
    Call to Action
    • What is a person supposed to DO? There is no harmony between design and copy to guide the site visitor to the appropriate action. Where am I supposed to click? The first thing I see is "Download now" for your lead magnet. The second thing I see is "Read more" under the heading "On-time delivery & quality sound or it's free!" - sounds like a blog post, so I'm not going to click there. The third thing I see is the bold blue text link, "equipment," within the 2nd check mark, "Industry standard equipment from Bose" ... not sure that's where I want to go either. This is an experience that your customer shouldn't have to go through. Reverse engineer this. What is the #1 action that you want people to take when they hit this page? Where is that on the site?
    Suggestions/Recommendations
    • Hire a good web developer and have them do a complete revamp of your site. Make sure it's someone who understands SEO, as your site has been online for a long time and that's why you're getting such favorable organic rankings for relevant keywords. A site redesign could either keep this SEO going or totally destroy it in one fell swoop. Vet your web designer thoroughly. I've seen this happen way too many times, and it's a shame. You've earned your ranking, and you shouldn't have to sacrifice it just to get a current website put up.
    • A good web designer is going to have some templates for a high-converting site and will guide you through some of the exercises like how to create a happy synthesis between your copy, your design, and the most important CTA's. They will eliminate the distractions on the site, populate it with gorgeous images, and make it visually appealing and professional while offering a great user experience.
    • Put the same care into your copy that you're putting into your design.
    • I'm confident that you will get more business as soon as you begin to look like a trustworthy, reputable source and not an antiquated, out-of-touch company.
    That said, a 2.77% CTR and a 3.X % conversion rate isn't too bad.
    I checked out your competitors' websites and they looked pretty rough, too, except for one of them (and it was super slow to load).
    So you've got a lot going for you.

    Hope this helps!
     
  3. RazorCut
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    RazorCut Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    This begs the question why you are not doing paid search?

    Do the numbers. See what price your keywords will cost you and what your average profit is per customer and see what that relates to with your average 3.6% conversion rate. In your field I would expect a healthy return. You could possibly be doubling your income by tomorrow.

    Then you could invest that money is a kick arse new Website taking advantage of the fact that @Bekit has very generously done an excellent critique for you.

    Don't use the fear of dropping in the organic rankings stop you from launching a better Website. The one you have at the moment is holding you back.
     
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  4. Lee Wright
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    Lee Wright New Contributor

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    Thanks Bekit. I really appreciate the detailed analysis. Lots of good actionable stuff here.
     
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  5. Lee Wright
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    Lee Wright New Contributor

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    Thanks Razorcut. It's a fair enough question. I've been playing with paid search during the last year both AdWords & Facebook but I can't seem to get the numbers to work. For a lot of jobs I work on a 25% commission & a typical job is $400 so I've got a $100 gross profit. I can't seem get paid search below $2 a click. If my conversion rate is 3% that's a $66 of my $100 profit gone which is not worth doing given all the job management.
     
  6. Bekit
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    Since you've got the #1 organic position, if the economics of paid ads don't work for you, I'd look at these ways to try to get the site to do a better job at converting organic visitors. (Copy is my specialty; I spoke about design above, but that's about as far as I can go to suggest improvements. Here are some copy-oriented items you can consider)...

    1. Rewrite your title tags and meta descriptions into more human-friendly language that's still keyword optimized. Note that the keywords in your Title Tag matter for your site's ranking, but keywords in your Meta Description do NOT matter towards ranking. The meta description should be your "elevator pitch" or value proposition in a nutshell, as the more clicks it drives for you, the better your page will continue to rank. Because CTR is a ranking factor. Example:
    Before:
    TT: Sydney PA Hire
    Meta: Don't risk dodgy sound. Hire top brand PA's delivered, professionally set-up & tuned from $440. Sydney wide. Weddings, bands, community, corporate.​
    After:
    TT: Hire PA Equipment in Sydney from $500 (I raised your price haha)
    Meta: Enjoy spectacular sound for your wedding, band performance, community event, or corporate gathering. Top brands plus professional setup. Talk to us today.​

    2. Identify the #1 action that you want people to take when they land on your page.
    • Since you say, "Once a customer makes an enquiry my conversion rate is 80%," let's define this to be the #1 action. We want the customer to make an enquiry.
    • Make this more specific. Do they call you on the phone? fill out a form? What?
    • Also - think through all the details of what gets your current customers to that point. Start asking people who enquire. "Hey, how'd you end up deciding to call me?" Find out the process or the path that they took, and look for patterns. Did they come through your website? Did they see a specific statement that activated their trust and triggered them to call? You want to KEEP what is working and do more of those things so that new visitors to the site who are strangers to you will have the best chance of following the same path.)
    3. Now back up one step from #2. In order for the customer to decide to make an enquiry, what needs to happen? They need to know, like, and trust you. So your copy needs to accomplish that for them.

    4. Help people get to know you. Who are you? How long have you been in business? What's special about you? This is typically your "about page" content. Make sure that this content is NOT dry corporate-speak. Looking at your current about page, there's nothing about this that stands out. It tells what you do, but doesn't show who you are. Look at this from a hospitality standpoint. How would you greet a new friend and let them start to get to know you? Your website visitors are strangers when they first hit the page. How can you open the door with a warm welcome and a wide smile, invite them in, and make them feel at home?

    5. Help people to like you. What's there to like? What do you stand for? Are you giving something away? (Gifts are a great shortcut to getting people to like you.) Are you faster? Higher quality? Better equipment? What are the things that define you? What are your non-negotiable minimums where you draw the line and won't compromise? Where do you see other people cutting corners and hiding that from the customer, but charging them big money anyway? Can you establish yourself as the person who is on their side?

    6. Help people to trust you. Display trust badges on your site. You have a huge list of testimonials on the site, and that's awesome, but the design totally causes them to be lost. Highlight the social proof. The BBB ranking. Your Yelp ranking. Prominent community members who have used you. Whatever. Anything that shows you to be a trustworthy source to do business.

    7. Coordinate #4, 5, and 6 in some tight, snappy copy that takes your customer by the hand and helps them to travel along an enjoyable journey towards the thing that they want. (What is the thing that they want? Make this specific. What they want is not just "to hire a great PA system." What they want is the transformation that amazing audio will accomplish for their event. Sell the transformation, the outcome. Put a lot of thought into this. Make it all about THEM, what THEY'RE getting, not about YOU and what YOU offer. Keep their eyes focused on the most awesome outcome... the smiling guests, the people who compliment them afterward, the great feeling that everyone has, etc. People hire a PA system at events for a reason. Tap into the most vivid, visceral, exhilarating parts of that reason. "So Grandma can hear the bridesmaid's toast." "Your parties are known for setting the highest bar in the industry." "The life of the party is in the music," etc.)

    8. Ask the customer to do the #1 action, and make it really easy and obvious for them to do it. Create a big, clickable button, or list your phone number in a big obvious place. Use literal, direct words to point out the thing that they're supposed to do. "Pick up your phone and dial now" or "To get started, click here and fill out this quick and easy form, and we'll get back to you within 24 hours."

    9. Overcome objections. Think through the most realistic objections that people will have at this point. They've just been asked to take action and contact you. Maybe they thought seriously about doing it. But something is holding them back. What's that thing? (Examples):
    • Well, I want to get some other quotes first." (Talk about how your prices stack up against competitors. If they're lower than everyone else's, say so. If they're higher, talk about the reasons. Set their criteria for the minimum standard they'll accept by telling them all about the issues & problems that they'll experience by going with someone who uses sub-par equipment or methods. "You don't want that fuzzy static interrupting your event, do you?")
    • "Well, I don't know if I can risk it." (Write a great guarantee that makes it clear that you're transferring all of the risk off their shoulders and onto yourself. Make it over-the-top amazing so that it's a no-brainer to work with you.)
    • "Well, I'm not ready to actually talk to anyone yet." (Talk about what happens when they call. Make it feel really safe. They're not going to get on the phone with some high-pressure salesperson. They're just going to have a conversation. And the conversation is going to be all about THEM. Their needs. How they can get what they want. Whether or not it's by working with you. Not every customer is a good fit. Maybe you can point them in the right direction of the resources they really need. Show that you care about their best interests and are a source of expertise to shortcut their journey towards accomplishing their goals.)
    What's holding YOUR customers back? A good way to handle this is in an FAQ section.

    10. Ask for the desired action again. At the bottom of the page, they shouldn't have to scroll up to get back to the button or the form or whatever.

    Hope at least some of this is helpful to you! I wish you all the best for getting loads more business.
     
    Last edited: Nov 6, 2018
  7. RazorCut
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    RazorCut Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    @Bekit wow! Talk about providing value. I think Lee owes you a bottle of fizz at the very least.

    Great stuff. :clap:::clap:::clap::
     
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  8. Bekit
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    Bekit Bronze Contributor Speedway Pass

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    Jeff Noel, Andy Black and RazorCut like this.
  9. Lee Wright
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    Lee Wright New Contributor

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    Thanks Bekit. Even more specific actionable advice.
     
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