Unfortunately, neither is the panacea of online marekting. For
optimization to truly bring success to the organization, the leaders of the project need to
always consider the ROI of the campaign.
Simply put, driving herds of new visitors to a website is not enough to fill the coffers. At
most, you??™ll score some quick logo impressions, get a couple people to bookmark the site
or grab the RSS feed, and possibly make a sale or two to cover the bandwidth bill. This is
not smart marketing. The goal of any campaign is to drive conversions??”transforming
casual, anonymous browsers into actual sales or qualified leads.
SEARCH ENGINE OPTIMIZATION
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13
Conversion paths should be defined across the entire website. The homepage is most
important. Consider Figure 13-3. The well-designed page clearly describes the company??™s
product and purpose, and the right column offers an immediate means of trying the service
without any hassle. For people researching e-mail marketing software, this is a huge
time-saver; for the company itself, there??™s no better way to collect qualified leads than to
have people volunteer their information.
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