Why Your Website = Your Best Salesman
I’ll be honest.
This particular newsletter is a selfish one
It isn’t just for you guys. It’s also for me.
I spend a lot of time explaining the importance of websites to business owners and marketing managers.
From now on, I plan to just send them this article ??
Let me explain.
As long as you’re attracting the right type of clients as an agency, ad and SEO campaigns are an easy sell.
Not just because my team and I are extremely skilful at what we do, but because people are attracted to growth.
Investing in strategies that increase awareness, reach, and engagement will always be an attractive proposition.
(As long as the client views you as a trusted partner.)
You know what’s far less glamorous?
(And something that businesses hate hearing.)
“You need to fix / rebuild your website.”
This is because people don’t attach growth to the idea of “fixing” or “redoing” something.
It’s painful to admit you’re paying the price for a previous (probably bad) investment.
So… you ignore it and keep "pushing forwards".
But typically, when this point is raised, it's the sign of a marketing partner that cares.
Why?
They could easily just take you on as a client.?
Let you spend as much as you’re willing to on marketing campaigns.
And collect their monthly pay cheque.
No questions asked.
But you can’t SEO or PPC away a bad website.
Sure, more traffic is great.
But more traffic – even if it’s high-quality – won’t help solve the user experience issues that leave your website with a <1% conversion rate.
Why a Quality Website Is So Important
The reason why a fantastic website is such an asset should be obvious.
But let me truly hammer home why with a scenario:
Let’s say you’re investing ￡15,000 in ads a month.
Your website has a 1% conversion rate, but you’re currently getting 3x ROAS.
With ￡45,000 in ad revenue, your business is breaking even.
You need to grow.
How do you proceed…
Option 1 (the most popular): ↑ Ad Budget
Your agency convinces you that growth is dependent on AGGRESSIVE SPEND.
Throwing caution to the wind, you double your ad budget.
Let’s assume your conversion rate remains constant, as no website changes have been made.
Optimistically, let’s even assume you keep the same ROAS.
(Even though your more aggressive spend will most probably result in a higher CPL/CPA.)
Your ad revenue is now ￡90,000.?
Woooo!
You’re in profit.
Long may it last!
领英推荐
Option 2 (the most boring): Invest in Your Website
Your agency suggests that the best way to grow at this point is to invest in a website rebuild.
For ￡25,000, they will build you a new, state-of-the-art website, informed by UX research and the latest best practices.
The aim is to dramatically improve customer satisfaction and – in turn – conversion rate.
You trust their expertise and agree to go ahead.
The build takes 3 months.?
During that time, you have continued investing ￡15k in ads and are still breaking even.
Your new website goes live.
Within the first month, your conversion rate has jumped from 1% → 3%.
Let’s assume the average order value remains the same.
(Even though it’s more likely to increase if you offer a better experience.)
With a 3% conversion rate, you’re now operating at 9xROAS.
You’re still investing ￡15,000.
But your ad revenue is now ￡135,000.
The ￡25,000 you paid for your website will quickly pay for itself through this newfound profit.
And now you are in a fantastic position to scale your marketing budget.
Why a Bad Website Is So Problematic
A bad website = a low conversion rate.
A low conversion rate means you’re not squeezing value out of the traffic you’re paying for.
Whether you’re paying for it directly through ads or indirectly through organic strategies.
The problem, however, runs deeper.
Every time a customer clicks off your website due to a poor user experience, you haven’t just missed out on a sale.
You have potentially lost that customer forever.
88% of consumers are less likely to return to a site with bad UX.?
[Source: Econsultancy ]
So, what does that tell us??
The 1% conversion rate that your website currently boasts not only represents countless missed sales.
But a constant churn of potential customers.
If you do not address your conversion issues, your pool of potential customers will continue to get smaller…
and smaller…
and smaller.
In turn, it will be impossible to cultivate customer loyalty.?
And it will be your business’s long-term health that suffers.
Enjoyed this newsletter?
Luckily for you guys, my aim is to educate businesses about the principles that underpin marketing success.
With that in mind, here’s a few more newsletters you should check out:
If anything has piqued your interest in this one, comment! Don’t be shy!
Alternatively, if you’d rather discuss anything 1-on-1, feel free to reach out to me directly on LinkedIn or book a 30-minute consultation.
I Deliver #MeaningfulMarketingMessages. Brand Strategy. DR & DM. Digital. Social. Video. Radio. TV. B2B, B2C. Vanderbilt Certificate in Prompt Engineering for ChatGPT. Author, 'The Wacko From Waco.’ Intuitive. Empathic.
8 个月I can write kickass marketing campaigns that will drive traffic to a website all day long, but if the UX is boring or, worse, confusing… they won’t convert many, if any, of these expensive leads. Brilliant, as always, Kieran Cassidy! ??
Partnering with law firms to attract their ideal clients
9 个月As insightful as ever Kieran Cassidy I especially relate to this as a top 1% PPCer ;) #GoogleAds is not a magic button I can get the best traffic onto any site it does not guarantee conversions. A website with great UX does!