“My website is ranking well but where are the customers?” Good rankings don’t really help much when you get no clicks or calls. As complicated as it sounds, there can be many reasons why a website that ranks well doesn’t do so well in converting.
If only top rankings meant guaranteed business! If this is the case for your website, you’re in a better place than not ranking at all. Here are some things to consider if your website isn’t bringing you any business:
Delve into Analytics: Take a look at your top landing pages and check out the bounce rates. A high bounce rate may indicate that: 1) your content is poorly written and not helpful 2) your content may be good but not specific to the user’s search intention.
Take this opportunity to look over your content and ask yourself if you’re delivering what you’re promising. In Analytics, you can also look at what keywords and phrases people are using to arrive to the page and see if the content matches up to what they’re looking for. This means adjusting on page content as well as meta descriptions and title tags, which also greatly affect click-through rates.
Technical Issues: It’s a good idea to check that your contact forms work once in awhile. Depending on your web host and email service provider, contact forms could not be working or be unintentionally marked as spam.
Make sure to double check that your contact information is correct on your website, including: email address, local, toll-free, fax and any other alternate numbers.
Re-evaluate Keywords and Volume: Consumer behavior and search trends fluctuate on a seasonal basis. If your website is ranking well for related keywords but you’re not seeing the results, it’s time to consider the search volume that those terms get on a monthly basis. This is why search volume and competitor volume matters. This is also why you can’t trust a marketing company that guarantees top rankings! (They could easily get you to rank for terms that no one is searching…)
Provide Good Customer Service and Communication: Potential customers could get turned off by a number of things after making initial contact with your company. It could be a typo in an email, an inappropriate Facebook post, an employee’s tone or whether they can reach a live person at all. For businesses using an automated service, make sure to let customers know when they can expect a reply, whether if it’s within the hour, 3 business days, etc.
For businesses that are using a third-party service with a live chat operator, make sure to check once in awhile to see how the operators are chatting and responding to potential customers. This applies to live phone calls or written communications.
You’re Halfway There
Remember, top rankings are something that all business owners look forward to. If your site is at the top but you’re not quite getting the results you’re looking for, don’t give up. This is the time to crack down on the last adjustments you can make in order to have your site live up to its fullest potential!
Rankings and numbers tell a story, but you may not get the whole picture. Contact us for an SEO website analysis today.