by Ryne Goertz
Unless I receive a direct referral from a happy client, most of the prospective clients I discuss digital marketing strategies with are also talking to other potential digital companies, as they are looking for the perfect fit to help their business reach peak performance. During these conversations, it always seems like marketing companies are pulling the prospect in different directions, “You need to be only doing Pay-per-Click”, “You need a new website”, “For this type of campaign, you should really be focusing on Facebook Ads”, etc. So who is right? Who is wrong? How do you differentiate between all of the different website and digital agencies when you are being pulled in so many directions? How do you know you’re making the right move?
Here are four key factors you should be asking your website company about that can best help determine where you are on the map and how to achieve business goals:
In the past year, Google has updated its algorithm to start penalizing websites for how fast (or slow) they load or function on mobile devices. This can be a driving force in mobile rankings as well as help overall Google Ad Quality Scores. Google has a developers tool called Page Speed Insights. Plug in your website url in its entirety to get an accurate reading. For ex: Plug in “https://www.williamskherkher.com/” not just “www.williamskherkher.com”. If your website isn’t where you want it to be, ask your current company to look into the issues raised by the Page Speed Insights tool and make the necessary changes.
Your PPC campaign can get expensive really quickly. Before you agree to an SEO company telling you to spend “X” amount, have them send you over a PPC forecast showing the amount of money it would take to be competitive. Google Ad’s forecasting tool allows companies to plug in your geographic area and search terms to determine a budget for the campaign. Based on Google’s historical data, they can predict cost, impressions, clicks, click-through-rate, cost-per-click, and how many conversions you can expect. Cost per click varies greatly per market, so it’s smart to know where your ad dollars are going and how you are allocating among keywords related to your business.
These two are tools that can help you see the activity of visitors on your website. They create what is called a “heatmap” that tracks how far down visitors are going on your page as well as where they are clicking. If your website is having trouble converting visitors, this tool could find the problem. These two are both great, however, don’t keep them on your site for long periods of time as they can tend to slow down your website speed, but one month’s worth of data could help you in the long run.
One of the things I hear the most from attorneys is that while they may be getting traffic to their site, the leads that they are getting may not be the types of cases they want to bring on. You should be tracking your leads that are coming through your site and listening to the calls or reading the contact forms/live chat transcripts (if you use one). How were they referred to your site? Are they quality leads? With these programs, you can track the keywords that were searched before the visitor landed on your page and called you. If you are repeatedly showing up for terms and getting calls that you don’t want, you should communicate that to your marketing company so they can adjust keywords and campaign strategy accordingly.
All in all, there are many different platforms that are available that can help you make an educated decision before even calling a potential marketing company. If a marketing company is just throwing out a number for you to spend without providing screen-shots of the problem and detail on their strategy to enhance your business’s performance, that is a red flag and something you should consider when choosing your digital agency. Choose an agency that knows your business, your goals, and is willing to share insight on how they will be managing your campaign. Transparency creates comfort in knowing that you are in good hands.