Search Engine Optimization (SEO), Conversion Optimization, Eyeball Optimization... Getting confused yet? For years companies have tried to design the ultimate website, one that gets all the traffic all the time and the phone is ringing off the hook.

Real life is much more complicated. Let us summarize the important issues first, and then discuss details below;

• Get your site visible in the search engines, SEO works!
  
• Have your website designed to sell your product or service, do not waste potential client's time searching or waiting for your presentation to finish.
  
• Tell your potential clients quickly and succinctly why they need you.
  
• If you sell a product or service, tell how it solves their needs.
  
• If you sell to the impulse buyer, it is ok to have fancy presentations.
  
• Stick to basics, use website designs based on best practices. Have navigation links where clients expect to see them, not where you want them.
  
• Stick to traditional common fonts, everyone has their preferences but do your potential clients really care?
  
• Graphics may be eye catching but are they selling your products or services?
  
• Understand your website analytics, this really tells you more about how potential clients view your site than you can imagine.

WebBizResults has been telling clients for years how to generate the traffic you want AND get potential clients to use that contact page or pick up the phone. What it really comes down to is your site has to tell a story quickly and effectively.

The first step is to look for successful sites. Search Engine Optimization should not be discounted. Granted there are "new" techniques appearing on the web all the time. We have always said, you can have the best website in the world but if you no one can find you, your phone will not ring.

Second, once you get high position in the search engines you need to provide a quick, succinct message to your potential client to answer their question. Can these questions be answered in a 20-30 second flash presentation? Perhaps in certain creative industries but if your client is looking to purchase a product or service to solve a business problem, probably not!

Ask the following questions to yourself when you search on the web.

• Why did I type this search phrase? - Really think about what you typed after the fact. Many companies want to be found based on their ideas. Do people really search for your companies buzz words? Are there industry specific phrases that would better describe your products or services?
  
• After you have entered your search phrase and the results are posted, which links do you click first? Do you just click the top link or scan the descriptions to find what matches your question best. Do you click on the paid sponsors or the sites that naturally appear at the top?
  
• If you do not see the answer to your question on the first page, do you refine your search or look at the second page of the results?
  
• If you click on a page, how long do you stay there to find your answer? 10 seconds? 20 seconds? Less? More? Depending on the demographics of the clients you are trying to attract, you website should be designed for them. Not you, not your webmaster, your client!

This is the tip of the iceberg; your website has to be continually refined. Forget the buzz words all over the web, it is time to get back to basics. You need a website company that understands world-wide-web trends, but more so has an understanding of people.

Listen to what your webmaster is suggesting and compare that to your client needs. If you are selling a product, advertise your product on the web the way you would sell it person-to-person. Potential clients want to hear how your product or service will solve their problem. If your product appeals to the impulse buyer, then fancy flash presentations may be a more effective method.

We have seen many companies spend thousands on a website and never get sales. Clients that spent hundreds were surprised how effective the web has been for them. If you do not know your cost of conversion you may be spending too much for your website.

Hire a web design company that focuses on SEO from the start. A website designer that understands analytics is much more valuable than someone that creates great flash presentations. Remember you can add the flash later once your phone is ringing! We all do some level of Eyeball Optimization on every site we visit. How often have you said, "wow that site is really cool", but leave it to find the site that solves your needs?  Contact WebBizResults today to discuss what is right for your business, whether it is Search Engine Optimization (SEO), Conversion Optimization or Eyeball Optimization (EBO), we can help.