When I started the series of articles: “The underside of web marketing agencies,” I had no idea how many posts that I would write on the subject (I still don’t…). I just wanted to inform businesses seeking web marketing agencies or independent experts of the traps to avoid. Indeed, the world of the web and web marketing is very large, and it’s easy to get lost and end up stuck with a programmer or an agency that did not work as you expected when you’ve already spent a lot of money (I’m sure this is also the case in the construction field).
So I started drafting the various traps and common web practices to give everyone more ammo when identifying web marketing agencies and serious experts from those who call themselves experts, but have really just entered the field of the web marketing to make money. In this article I will mainly address conflict of interests that may exist between your goals and those of the agency, ie: winning over your contract.
Web marketing agencies: Your interest vs. theirs
Often a client will tell me that they went to see several web marketing agencies with a specific purpose and they all gave a different strategy. Although there is no single way to go about obtaining a specific objective, it is of significant interest to study the various strategies recommended by web experts.
Most of the time, the goal of anyone who communicates on the web is always the same: improve visibility to generate more sales. From there, some experts will advise systematically advise you to recreation your websites by denigrating the work of the person who previously built it. We often find this to be that case when the specialty of the agency or expert is precisely the creation of websites.
Others will stake everything on the SEO (social engine optimization) saying it is the only method that works, regardless of the state of the site. There is often the case, as you must have guessed, when the specialty of the agency is just SEO.
Finally, some companies will advise you use Google Adwords (SEM) as it is the method that quickly brings results. What you should know is that this is also the most cost-effective service for a web agency, but not necessarily for you.
Personally, I prefer to logically demonstrate the strategy I suggest and then let the client decide. If you want to increase your sales or your ranking on Google but your site is not optimized to promote sales due to a poor user experience, you can do all the SEO or advertising you want but your return on investment will be much lower if you don’t do things in the proper order:
1 / Design a clear website, suitable for mobile devices. One that is professional, and inspires confidence.
2 / Write quality content that is sufficient for Google to understand how to process your website.
3 / Focus on relevant keywords (in SEO and/or paid listings) as they relate to pages that you send your visitors to.
4 / Analyze your results and adapt your strategy accordingly.
There is no secret formula for web marketing simply because the formula has long been known: give your visitors/clients what they want.
After creating more than 700 advertising campaigns, running over a hundred SEO audits, and creating over 600 websites at My Little Big Web (please note: I’m not the one who created the websites in question as I am not a developer but a web marketing specialist), I can assure you that every case is different, but the order of steps that I have given above is true for everyone. Do not try to circumvent the rules of Google, trying to save money in opting for a low cost website or a web marketing strategy. Do things properly and I guarantee that you will get the return on investment you expect.
Thank you to those who took the time to read the four articles I have posted on the “The underside web marketing agencies” saga. I hope you have learned something that will help you in choosing your web agency. If you need support when creating/redesigning your website or web marketing strategy, do not hesitate to contact me for us to organize a meeting or a phone conference.
Until next time!