Conversion may be a term that has been covered once or twice before but it is something that affects lead sellers as well as lead buyers and this side of the issue often does not get discussed.
It’s all good and well investing huge sums of money to hit the sponsored listings. And if you can manage to tackle the increasingly confusing world of natural search and get your site to rank number one on the major search engines then you must be doing something right!
But if consumers are merely clicking through to your site and being bewildered, confused, astonished, maybe even a little offended by poorly designed sites, then what good is done? None, clearly. So, what to do?
Well, it’s obvious; companies need to spend a little more time (and perhaps money) creating a visually appealing site. Would you ask for financial advice from a broker who is based in someone’s shed or living under a railway bridge? I suspect not.
Neither will people look for advice or leave their details if they arrive at a site that looks like it was put together by a 13 year old for his GCSE media project. Appearance is important, you need to captivate and instill trust in the consumer from the moment they reach your site.
The consumer experience is paramount and it will become increasingly important as more and more sites are competing for the attention of the same consumers. For those working with a combination of paid and organic listings it is perhaps of even greater importance.
Search engines use a variety of factors to rank sites these days, including factors to try and gauge quality and trust. If you can manage to achieve this, then eventually your overheads will go down as your site will naturally rank higher and paid inclusion will become steadily less significant.
In conclusion, being prominent is an absolute necessity, it should be the main focus for any lead seller but perhaps a bit more time should be dedicated to maintaining and evolving the website to meet consumer’s needs.
Justin Rees is head of marketing at LeadPoint UK.
The views expressed in this blog are those of the individual and not necessarily the company he represents.IFAonline
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