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When did YOU last update your website? Here is a case study why you should consider an overhaul.
Updating your website isn’t just about feeding the search engine spiders a healthy dose of content, it’s more about keeping your website visitors interested in what you are selling and engaged in the information that is displayed on your website including text content, images, and ideally video. Do you expect visitors to return to your site to return to your site? If you want people to return to your site then you have to provide reasons to do so.
Adding new images and video is a great way to further the engagement of your traffic If you are in a competitive industry, Industry best practices say to give your whole site an aesthetic overhaul every 2-3 years to improve the look and feel of your brand, and to make sure the technology is up to date including the latest security protection, and to make sure your site is compatible with all the new smart devices on the market today.
Simply adding new pages to your Web site might get it crawled more frequently, but if the content isn’t unique and relevant, you may have negative effects especially if you are over stuffing the new pages with your core keywords just for potential ranking purposes. Google and the other search engines don’t just want new pages, they want new content which is highly relevant to those new pages published on a consistent basis.
The above scenario was exactly the case with one of my clients. They are a steel building manufacturer who had a website for many years with minimal changes. After months of conversation and convincing, they agreed for us to build a new site giving it a total makeover. This included new image galleries, unique individual pages with a single focus content highly relevant to that pages exact goal.
This also included a total revamp of their Call to action specifically their forms, which were developed specifically to reduce the “time waster” form submits and the non-serious buyers. The new quote form had various stages of “qualifying” questions with the ability to capture the information from each stage of the form completion process, this logged a record of the information even if the visitor did not fully complete the whole form. As you can see on the below image, the conversion rates for the goals analytics shows the improvement on The NEW Quote form completions up by 214%!
We also noticed a spike in the amount of user sessions both new and returning, along with a bounce rate at an all-time low, and an increase in the number of pages, 5.36 per user visited ion average.
HERE ARE THE FACTS
The rate at which visitors convert (convert from being a visitor to a “warm lead”) is now at 6.82% as a whole (accounting for all traffic). The old site was experiencing conversion rates that were around 1% – 2% (accounting for all traffic).
The Google pay-per-click traffic conversion rate is 9.41% which is pretty great.
Google organic is converting at 4.71%.