If you are the ultra-busy kind of person I think you are, you may have neglected your small business web-site during periods of high pressure to produce for customers. I have had exactly that problem with my www.prodigm.ca site, which has lacked focus and page rank for a considerable time. Simply put, I have just not had the time, focus or expertise in the required areas to sort it out.
But this week, magically it has all changed. Three glaring problems have been fixed. Firstly, the call to action on the site was obscure. Now there is a clear invitation to let us know if you want to talk to us about what we are selling. Secondly our web form was weak, not really connecting with our potential client’s immediate problems. Thirdly, what we actually do for our clients has been obscured by a listing of products we sell. No one wants to buy a drill, they want holes drilled. We now have a clear identification of our mission and the kind of problems we like to solve right in the top paragraph under the headline. That paragraph also contains the keywords that a search engine would need to find us.
A lot of people talk about SEO as a “Holy Grail”, process, but I think that sorting out these three areas is perhaps the absolutely essential first step to worrying about being found by searches. Before we made these changes, even if you found us you probably had no clear idea of what we did or the solutions we provide.
Who is responsible for this metamorphosis? Two Tim’s, neither of whom is tiny. Tim Rooney, (Tim@rooneyearl.com), a Sandler Sales method trainer has been teaching me for over eighteen months that a clear focus is essential for sales, a resonant positioning statement is the key to success, and that all of your sales process and marketing focus is led by that one simple statement. Secondly, Tim Lawless (firstname.lastname@example.org) has joined Prodigm and has been the catalyst in sorting out our web-site, making sure our web-form automatically connected with our CRM leads management system and that the form asked the right questions. Tim will be carrying on with the next steps in our SEO project: to optimize our keywords – always a valuable exercise in “findability”.