As a Website Optimization Firm it is vital that you offer a good level of service to your clients, which incorporates results relevant to them at all the way through. If not you will spend all your time getting new clients because the old, disgruntled ones, stop doing business with you in search of a more effective provider, who can actually deliver the goods. This is clearly not a great way to grow a financially sound company, keeping a client is far less costly than finding a new one!
The whole purpose of Online Marketing, and in particular search engine optimization, is to produce increased business through a website by the listing of that website higher up the search engine results pages. This works on the basis that, the higher up the listings the website appears, the more the searching populous will view, click through to the page and at the end of the day, hopefully purchase from it. Of course this is right, but there are some further details that really need to be understood and accepted by the Website Optimization Company if the actual purpose is going to be reached and the client satisfied.
The main thing here is that the website optimization organisation could actually make a massive improvement to the Search Engine Placement of a business’s website, but the actual numbers of visitors to that business’s website would stay almost level. Why? It hard to argue that moving a website from page 345 of the search results to page 6 is a not a massive improvement, it is. The optimization company will have shifted the website hundreds of pages higher than it was, sounds great. However, the reality is that virtually no searchers will go beyond page 1, possibly 2 at the most, so being on page three, four or even six is just as bad as page 345! No one searches that far and therefore no customers will click through to the site.
Regrettably this is where a lot of website optimization organisations go wrong, they offer services, albeit the minimum package, that will make an progression such as this but will simply show no return to the customer. This client is then faced with a decision, should he, as suggested by the Website Optimization Company, pay the additional money for the “next package up” when the first one was not effective? Or does he cut his losses and try a different company who may actually be able to do the job? The problem here is that the “standard package” was just not worth anything to the client at all and as such it should not have been offered to him. All that has been achieved so far is that the effort and outlay that the optimization firm went to in order to attract the client (which is not insignificant) has been put in jeopardy for a short term fee. It would have been far smarter to charge a reasonable fee for achieving a result that can be seen and felt by client and optimizer alike, so that the trust and confidence in the relationship is developed. It is only in these circumstances that the optimization firm will start to keep hold of those all important clients and develop long term connections.
