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Famous Animation Studio Pro

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Your Website’s Ranking Potential

When it comes to SEO-friendly websites, there are no cheap solutions but plenty of snake oil. These days, your website is one of your company’s most important assets. It’s the first place people turn when they want information about your products or services, and the last place they check out before they make a purchasing decision. All of your sales, marketing, and advertising leads back to your website one way or another.

If you have a dated, unprofessional website, it tells your customer that you are a cheap, low-cost business. If you’ve seen it once, you’ve seen it a million times — that expensive print, television, or radio ad that drives people to the most awful, unprofessional website that is not optimized for sales conversions. Those clicks bounce right off the advertiser’s site and onto competing sites that are doing it right.

Other business owners spend thousands of dollars on pay-per-click ads to compensate for their lack of SEO, but without the right content on their websites, their sales are still hanging off a cliff. Every week, we meet up with entrepreneurs who have invested tens of thousands of dollars in trade shows but are outraged when you suggest that their ten-year-old website needs an upgrade. Another great example is the business owner who invests tens of thousands into custom office, showroom, and conference room space, yet cringes at the idea of updating his website. Many more potential clients will visit your website before they ever consider stepping in your front door.

The sales cycle is broken at these companies, because the owners fail to acknowledge the Internet’s role in modern purchasing decisions. If a website fails, a company’s sales plan fails too.

The web design industry is broken, but that doesn’t mean you have to buy another one of its empty-shell websites. Business owners who price-shop based on design quality often fail to see the bigger picture. Think of your website in terms of a key employment position. You don’t hire candidates for a key position based on their looks and the lowest salary they will accept. You plan, interview, reference check, ask the right questions, and pay a competitive rate for the best talent.

We have intentionally avoided using technical SEO language in this book and have instead focused on the assets, tools, and tactics that any business owner or web designer can use to drastically improve her organic search engine ranking potential. For an advanced, highly technical resource on search engine optimization, we highly recommend The Art of SEO by Eric Enge, Stephan Spencer, and Jessie C. Stricchiola. This 1,000-page textbook is a resource that every web designer and marketer should keep handy for reference.

Your website is a key asset, and it needs to be treated as an investment. It is not just another cost of doing business. By avoiding the pitfalls of the web design industry and investing in a professionally designed and optimized website, you will leapfrog past competitors stuck in the design trap.

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