Tuesday, September 17th, 2013
One of the most common questions I get in sales call as my role as an SEO and web site auditor is,
“Why should I pay you just so you can tell me what is wrong with my web site and what it will cost to fix it? After all, you don’t pay your mechanic to diagnose your car and provide a quote, do you?
A much more pleasant version of that mechanic analogy was used in an email I received recently from a prospect who I have been in a number of discussions with in regards to helping her improve site visibility and site conversions for the charity she represents. She happens to be very engaged in the car industry which explains the analogy. Since I have to reply to her anyway I thought I would spend a little time to create an article I can show to StepForth’s valued readers and future prospects.
First, Some Insight into What a Web Site Audit Should Include
I can only speak for our own services but whenever we pitch a web site audit to a prospect/client we explain they are paying for a service that will:
- Examine all online and offsite factors (i.e. links to the site, and/or social media usage, and/or online reputation) that can have an impact on the web site’s search engine rankings and (optionally but preferably) its ability to convert browsers into buyers; or for the charities we support the ability to convert browsers into donors.
- Provide in-depth results complete with detailed appendices as applicable; some of the overly in-depth data is often placed here in case the client wishes to review it.
- The final report will include all of the issues found in priority of importance and we often include instructions to implement each recommendation.
- We include a 30 min to 1 hour (depending on size of audit) conference call to review the results with them and answer any questions.
In short, we provide the roadmap to improving their web site’s opportunities for increased rankings and we do so using clear and concise language. This service takes between 6 and 15 hours for small-to-medium sized sites between the research, analysis and writing of the final report plus the final meeting. Larger websites with long (and sometimes turbulent) histories of online marketing can take upwards of 24-30 hours to audit. Read more…