Here at SEO Liverpool we recently had a call from a business trying to engage us for search engine optimisation. They had spoken to a few other companies before us and decided he knew what he wanted and more importantly, he knew what he wanted to pay.
He had his website built based on his own webdesign ideas and from the look of the website had not employed anybody who understood UX (User Experience) design. If fact for our perspective, he’s missed this step and employed a firm of developers from India to build to his personal specifications.
Secondly, he had then decided to employ an SEO specialist to
simply gain the page one, number one listing!
Finally, the potential client had decided what he’d like to pay, he knew the amount of clients he could potentially reach and that almost all would want his service.
A small SEO fee on retainer then a profit share based on sales.
The reality of the situation
Unfortunately, even the most insular webdesign and development teams understand the nature of UX particularly in relation to conversion. Navigation isn’t simply decided, it’s researched using a number of techniques and systems such as ‘card sorting’ and ‘user journey analysis’. The message on the home pages should be succinct and broken down to manageable chunks. Removal of any psychological barriers should be a priority, otherwise you can derail customers from going on the user journeys you’ve planned and ultimately driving them to some sort of agreed conversion or at the very least data harvesting.
This website shown looked very pretty, didn’t fulfill any of the requirements for SEO. Content was mixed and design was unclear with conflicted messages.
If in the research piece keyword volumes for the particular services and ROI for such services were worthwhile, the current design would have already put us quite far back. A redesign would have almost certainly have been needed.
The client wasn’t prepared to do that!
The client wanted the majority of this SEO company UK contract to be funded by the percentage of sales. Unfortunately, if it was possible to get to number one, the conversions through the site would have been very, very low. It wasn’t until I had a chat with the business, that I understood the services, therefore it would be a difficult proposition to any site visitor.
Finally, the search volumes are low, the price of the service is low, and the profitability needed to cover costs wasn’t viable.
Needless to say, we aren’t working on the project.