The view from page 8 of Google

Maria Wellmaker
21 Jan 2022
5 min read

Great companies buried in a stack of search results

Your business has created real value for the world.  It took a long time to put all the pieces together in order to bring your art into the world.  You have some traffic.  It comes from a mix of sources: organic search, paid ads, referral traffic, Local, and direct traffic.  But when you put it all together, it’s not really as much as you want (or need).  

There’s no silver bullet for getting eyeballs on your site

If we had a magic wand, we would use it to help.  But we don’t, and as of this writing, we’re not aware that anybody has a solution to getting 100x more users on your site (other than an unlimited ad budget).  What’s a business to do?  

Waste not, want not

If you’re like most companies your monthly conversion rate is just a fraction of the number of visitors on your marketing site.  It’s not atypical for a company to have 30,000 visitors and only a handful of conversions.  A conversion can be anything from a form submission to a calendar appointment to a signup or purchase.

The interesting thing about the disconnect between the number of visitors hitting your site every day and the number of conversions is that you *can* affect that ratio.  And for this problem, we do have a magic wand.  We call it customer engagement.  

TikTok-style, short-form interactive video is (one) of the tools you need to pull out first.  Marketing copy + short-form video is like peas and carrots.  They pair well together.  Waste not the views that you do have.  Turn them into interactions.  

  • Give clear explanations of your value proposition
  • Address objections and worries
  • But make this process user-directed (because not everybody has the same worries!)

Here’s what you’ll get in return:

  • More form submissions
  • More calendar appointments and demo requests
  • More chat requests
  • More feedback on why customers are not converting

Waste not, want not. Make the most of the visitors you have.

The juice is worth the squeeze

Putting a few short-form videos together isn’t always easy, but it’s worth it. Your job is to humanize and personalize the sales copy on your website.  It’s the best way to drive customer engagement and grow your business. It’s lonely at the bottom of Google’s page 8 search results. Getting to the top begins with great customer engagement.

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