Anatomy of a Web Marketing Makeover – What’s the Problem?
(Note: this is part of a series of posts on the marketing makeover of a consultant’s Web site.)
My client has wisely packaged her consulting services into several packages. Among her business goals in working with me is to increase sales of some of these services. It’s clear that her Web site will play a role in her ability to reach these goals.
Her Web site looks fine. It’s well designed and professional-looking. It doesn’t have any of the outdated gimmicks (like a splash intro page) you sometimes see on a site that’s been around for a few years. At first glance, you might wonder why she wants to change anything.
But she knows it’s not working for her. For one thing, her email subscription list is only getting one subscriber a month. She’s not getting many, if any, leads from the site. What she thought would be a big lead generator – a free assessment – isn’t getting any takers. And to top it off, site visitors aren’t even aware that she offers one of her main consulting services.
She also knows that her site isn’t ranking highly in the search engines. This not only means she’s not getting much traffic, it means she’s probably not getting the right kind of traffic. The right kind of traffic would be from prospective clients – people who might subscribe to her email list, ask for a free assessment, or download one of the PDFs on her site.
No doubt about it, her site is not doing its job to support her business. In my next post I’ll provide an overview of how we can turn her site’s performance around.
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