Okay, I'll be the first to admit, this isn't the most riveting and engaging title, I promise to make it up to you next time. None the less, this is an import topic to discuss. Not because it gives you insight into my decision to change up my services, but because I realized there is a prevailing misconception that many business owners have, and this change was done to remove ThinkFuel Marketing from contributing to it. So, what is this misconception?
Knowing how to build websites means you know about SEO, lead generation and conversion optimization. Moreover, knowing how to drive traffic, leads and sales to your site means you understand how to build websites.
Are there firms out there who can competently do both? Absolutely. Will they cost you an arm and a leg? Most likely. Do they outsource significant portions of the project? Almost certainly. What we need to understand is that web development and digital marketing are two remarkably different practices, and just because they live in the same space doesn't mean the skills are transferable.
The difference between web development and digital marketing
How would you feel finding out the finance manager who helped lease a new car is the same person who repairs it? She knows cars right? Alternatively, how about the manager of health records being the one who treats your symptoms? He works in a hospital just like a doctor.
I exaggerate to make the point that, having a relation to one another does not equal knowledge and experience of each other's jobs. Wed developers are highly skilled in streamlining your website code, speeding up your site, securing it against malicious attacks, and they understand a variety of coding languages such as HTML, HTML5, CSS, JS, PHP among others. They build amazing platforms to host and develop your website.
Digital marketers, on the other hand, focus on your brand, your messaging, creating fresh content, building unity between your sales and marketing teams, helping search engines find you, and converting those website visitors into actionable leads.
So that my friends is why I removed website design services from the ThinkFuel Marketing website. Can I build great sites from the ground up? Sure I can, but what I specialize in is conversion rate optimization.
Conversion rate optimization is the process of understanding how visitors engage with your site and make systematic and measurable changes to increase the likelihood that they convert into a lead or a customer by directing them towards the desired action. These changes could be as simple as modifying the colour of a button, adding industry-specific landing pages, and improving calls to action. Alternatively, they can be as complex as split testing or using heat mapping technology to understand where visitors are looking and moving high-value content to those "hot" areas. Simply put, conversion optimization is about making small design changes to drive more potential customers into your funnel.
5 ways Conversion Rate Optimization (CRO) helps with SEO
While CRO doesn't directly impact how many visitors come to your website, or how your page ranks on Google, it still has a significant impact on your SEO strategy.
- Improved Customer Awareness. By measuring and tracking changes to messaging, layouts and interactions we can get a better understanding of how "good" leads engage with your brand and cater to them. Weeding out low value leads in the process.
- Intensifying Trust. Website visitors are not lining up to give us their contact details if they don't trust us. CRO presents the right messaging and the right layout to your ideal buyer, so they can connect with your brand and feel comfortable trusting you with their details.
- Maximize Your Reach. The size of your target market may not expand as your business develops so maximizing the number of visitors you turn into sales leads is a sure fire way to grow your company without running out of potential customers.
- Return on Investment. Guesses, hunches, and gut feelings will make short work of your budget. By measuring how your best customers convert into leads, you can replicate that process to increase conversions.
- Improved UX. Simply put, if users feel empowered on your website they will stick around longer. CRO is about measuring what works and what doesn't. By expanding on what works, your browsers will have a better user experience, convert to leads more often and become life-long customers.