 Organic Search Engine Optimization A long term strategy for search based lead generation is achieved via organic search engine optimization. Targeted, organic traffic converts to sales at a higher rate than paid search and over the long term results in much higher return on investment... Learn more » Pay-Per-Click A short term strategy for search based lead generation is achieved via a pay-per-click campaign. Pay-Per-Click or PPC is bar none the greatest direct response marketing tool ever invented. The primary benefit it offers is first page visibility in a matter of hours rather than months...Learn more »  Website Analytics Analysis Everything we do is coupled with a rigorous application of web based analytics. Analytics is the yardstick by which you measure the success of any marketing campaign. One of the great benefits of web based marketing is the robust, granular control over the data feedback loop from your marketing efforts. Unlike traditional marketing methods such as television, radio, direct mail, etc web based marketing provides immediate and accurate feedback via analytics as to how well a particular campaign is working. This immediate feedback gives your campaign the flexibility to turn on a dime in reaction to the data you are getting back which is almost impossible with traditional print media. Our innovative approach to web analytics includes robust reporting around key metrics such as visitor entry/exit page activity, lead & sale conversion rates, traffic patterns, visitor demographics and behavior. Website Usability Analysis Numerous studies have been done on what visitors do and don't do upon entering a website. The data from these studies reveal patterns which provide insight into how a website needs to be structured so that it smoothly guides visitors to the completion of one or more goals (i.e. fill out a form, buy a product, sign up for a whitepaper, etc). Your website needs to be more than just a brochure, it needs to effectively sell your products directly from the site or begin the sales process. Over the years we have analyzed thousands of websites and have created a comprehensive usability protocol that has proven successful in helping us build and re-format websites so that they convert more visitors into leads/sales. Unique Selling Proposition Creation Rosser Reeves first developed the idea of what he called a "unique selling proposition". The unique selling proposition or USP is a clearly articulated message to your prospects as to why your product or service is better than what your competitors offer. As opposed to brand or image advertising that relies on easily misinterpreted images and ambiguous appeals to emotion the USP is designed to effectively separate your business from your competitors in the minds of your prospects using fact based claims and demonstrations. We have found that Mr. Reeves was way ahead of his time and that in today's crowded marketplace among consumers who have become immune to most "creative" advertising due to over saturation that an honest, clearly communicated set of fact based benefits about why your product or service is the best choice is the most effective form advertising. Our focus on making sure your business has a strong USP which cuts through the noise of most other advertising is what separates us from most internet based marketing services - I guess you could say that is our USP. Sales Copywriting Copywriting is by far the most important element of any ad campaign. It becomes even more important in a web based environment as you only have a few seconds to capture the attention of your prospects and persuade them to listen to your USP. Scores of studies have concluded that upon entering a website the typical visitor subconsciously filters out images and looks first at the written copy on the page. The goal of successful copywriting is to acknowledge that you know what kind of problem your prospects want to solve, you know what they want and to let them know that they are in the right place to discover how to accomplish their goals. Once you have done that you can then begin to show them why you are the best choice to give them what they want. Landing Pages Landing pages or "squeeze pages" are a must for a successful pay-per-click campaign. The secret to a high performance ppc campaign is in relevance and "continuing the conversation" of the search. Continuing the conversation is the art of matching your ppc ad to the keyword being searched which is then continued over to the landing page which should also focus on the keyword which brought the visitor to the page. As opposed to throwing a visitor on to the home page of your website where the conversation can be broken if your homepage does not directly address the subject of the keyword which brought the visitor to your site. Another important aspect of landing pages which help boost ppc conversions is the concept of narrowing the focus of the visitor by only providing one single page with only one goal, that being to convert that visitor into a sale or a lead as opposed to giving them a chance to meander around a website and not find what they were looking for then leave. Web Video Adding video of a live person to your website has proven to boost conversion rates by anywhere from 100-400% on average. Web video is by far the most cost effective way to squeeze the maximum ROI from your ppc campaigns and/or website.  PPC and SEO are designed to bring targeted visitors to your website or landing page. Conversion optimization deals with the mechanics of getting those visitors to do what you want them to do once they get to your site. The missing glue that ties these all together is knowing what kind of visitors you really need (which keywords to target in the first place), knowing what those visitors want and knowing how to quickly and clearly show them why you are the best choice to give it to them. Without this glue or guiding strategy you have only tactics that may do what they are designed to do (i.e. achieve 1st page rankings) but still not create any real growth for your company. |
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Recent CP Blog Posts
Seo for small business – keyword research
I enjoy working with small businesses. Typically there is more passion, urgency and demand for ROI. If you can deliver, you have a long-term client and a very nice case study. In case you still have not heard of the “long tail” as it pertains to keyword research I will explain it couched within the context [...]
Google Page Speed – A New Ranking Factor?
I have heard from a few different sources now including an interview with Matt Cutts that web page load speed may factor into Google ranking in the near future. The consensus is that it will factor in this year (2010). Google has released a Firefox plugin called “Google Page Speed” , you need to have the [...]
SEO Consulting Service At Affordable Rates
SEO consulting services don’t have to be outrageously expensive. There are a lot of different factors that influence the price of an organic SEO campaign. Let’s it break it down… 1. SEO Agency or SEO consultant? Obviously an agency is going to have more overhead than a single consultant working for him/her self. It used to be [...] |
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