Problem: You have a site that needs more traffic.

Reason: You have no search engine rankings , and therefore are making no sales/conversions.

Solution: You optimise your site for search engines. Slowly but surely your rankings increase, and with that your traffic multiplies.

New Problem: Your site is still not making any sales/conversions.

Reason: You ignored the most important part of the whole process, end users.

Solution: Get your site right before you look to improve rankings.

Ok so the title ‘get your site right 1st may be a little misleading, as by doing the first you are certainly helping the second. But the idea stands true, what is the point in spending money that the site will not recover to improve rankings of a site that will never convert? I am not necessarily taking about aesthetics either (although that may be an issue), I am taking about the whole user experience (UX).

Think back to any e-commerce site that you have purchased from in the past. Did they;

1. Look respectable? Secure? Was it easy to find what you where looking for?
2. Or did they look and behave like a school kid had built the website in their bedroom?

I am guessing that you went with the first option.

For Business 2 Business, did you;

1. Buy services (SEO or otherwise) from a site that looked like it may not be there from one day to the next? Or made it hard to fully understand the services they offered.
2. Or buy from a site that looked established/trusted. Showed and explained their full range of services, leaving no stone unturned.

Again, I am guessing the second option.

This is why it is so important to get your website right before bringing in traffic, as you only get one chance to make a first impression. You wouldn’t build a shop and make the products hard to find, or the checkout process so unnecessarily complex that shoppers simply walked out, so don’t do it online.

Get Involved