Dangerous Thinking

At Web Positioning Centre, we use a wide toolkit of measures to promote of clients’ sites – Organic and PPC, Managed and Viral Linking, Technical and content-based approaches.

They certainly take care of increasing traffic through higher positions on natural searches or carefully conceived advertisement campaigns. But sometimes we find we have to look more closely at a client’s Web site, too.

We can find, for example:

Usability issues such as menuing systems that thwart the visitor’s attempts to navigate the site.

Badly conceived sales funnels which serve to confuse and/or demand too many clicks. Sometimes it’s just too complicated to make a sale and the shopping basket gets abandoned.

Insufficient sales copy. Some e-commerce sites rely on photographs, alone, to make the sale. Their owners haven’t learned from catalogue selling, where the copy is the clincher. While our optimized content often tackles a large part of this issue, often we need to look at the site as a whole and produce non-optimized selling copy, as well as some more general and corporate material to ensure that prospective purchasers feel happy about doing business with our client.

We see SEO as the most important part of the online marketing for a site. But sometimes shortcomings of the site itself need to be addressed before a client can reap the full benefits of our work.