The optimization of a website is important for increasing website rankings and driving a flood of new clients to your website. The design of the website and the abillity to convert a visitor to a client is equally important. The question that is asked most often when clients decide to work with our company is this:
Is it more important to drive traffic to my website, or is it more important to increase the conversions on the site?
The answer is similar to which came first, the chicken or the egg. It is hard to say with any type of certainty.
If you have spent all of your time and effort on the design of your website, and have put all of your resources into building the most beautiful website on the planet, then you will no doubt convert clients at a higher percentage compared to the webmaster who simply puts up the most basic content. By focusing on the conversion of the website and spending all available resources on conversions, you can utilize pay-per-click on Google to drive business to your website. PPC is an easy way to get new visitors to your website, and in this example, would be the ideal situation for paying for traffic. Unfortunately, PPC can be very expensive, requires quite a bit of monitoring in order to get the best value for your money, and most importantly, is not a long lasting solution. When you stop paying for advertisements with the “Big G”, you no longer have those visitors. Converting 100% of 0 visitors does nothing for your business.
Now in comparison, you can drive a tremendous amount of traffic to your website with great optimization. If your website is not designed to convert, yet you are driving 1000 unique visitors to your website, you could get lucky and still convert a few. If you have the phone number or email address of your company on the site, and many people are visiting, you could simply get lucky a few times a month. Converting .05% of 1000 visitors still gets you business! The ultimate situation is to do both!