The Number One Secret Strategy To Make Your Company's Website Rock

A lot of companies still don’t have a website and have not realised that the cost of not having a website can be measured in reduced inquiries, leads and hence lost sales. Number One Secret Strategy To Make Your Company Website Rock

The other side to this is that there are companies that do have a website but don’t know how to make it generate inquiries, leads and sales.

So you want to know what the number one secret strategy for the making the company’s website rock?

It ‘s “Optimizing your website for search engines” this is called SEO or Search Engine Optimization.

I recently came across a company who turns over several hundred million dollars a year and they admitted that their websites are “brochure” websites, this means essentially their online presence are still at the Web 1.0  stage where nothing ever changes and there is minimal ability to interact with their customers online. They deal with major corporate clients and a new account won from an inbound lead is worth several million dollars in revenue. The also admitted that their website has also not been optimized for online search (Search Engine Optimization). They don’t rank anywhere for the important keywords and phrases in Google for their industry.

This lack of 21st century marketing basics is making it very hard for potential clients to find their brand in a world where 93% of buying decisions start with an online Google search. (tell that to your CEO)

So your company needs to make an investment in the optimization of the corporate website. This is so that when Google’s crawler, that trawls the web every day and night, checking out every website in the world to see if it is worth giving it a good ranking in its search algorithms can move the company’s website up the queue towards the top of the search engine page.

This is essential so when people type in the key words and phrases that are about your product or industry your company is found near the top of the list. If you employ the right techniques and strategies with your website or blog your company will get found.

So let’s make some realistic assumptions to see what are two scenarios that depict the real cost to a company’s business through not optimizing their website for SEO.

Scenario One: The company website is optimized and the company receives 5 more leads and wins one new client annually

This scenario is quite realistic.

Revenue: New Revenue:  One sale of $1 Million with a margin of 20%

Gross Profit  $200,000

Costs: $5,000 Initial SEO research and resulting report plus ongoing monthly optimisation consulting and SEO activities of $4,000 per month for 12 months

Total costs: $53,000

Net Profit to bottom line: $143,000

Percentage return on $53,000 investment  of  277%

Scenario Two: The company website is optimized and receives 10 more leads and wins two additional clients annually

This scenario is also quite realistic.

Revenue: New Revenue: Two sales worth a total of $2 Million with a margin of 20%

Gross Profit  $400,000

Costs: $5,000 Initial SEO research and resulting report plus ongoing monthly optimisation consulting and SEO activities of $4,000 per month for 12 months

Total costs: $53,000

Net Profit to bottom line: $347,000

Percentage return on $53,000 investment of 655%

I could keep going but I won’t because it beggars belief, but this major error of not optimizing your website for search is being repeated by corporate clients everywhere and they are losing millions of dollars in lost revenue and profits every year.

There are also many other ways to generate leads and enquiries that are synergistic with a well optimized website but that is for another day.

Is your company still living in the last century?


  • Through a New Lens

    I agree totally. I just recently have started to research and understand how a good handling of SEO principles can help an organization or personal brand, but there is a great need for it in many organizations. This report from really helped me and I think it should be read by anyone that is really interested in increased SEO.

  • Brad Shorr

    Jeff, You make a very strong case. Even today, a lot of business people see SEO as snake oil. Part of the problem is a lot that’s written about SEO is overly technical and contradictory. In that respect I don’t blame executives from being skeptical. But for anyone who takes the time to acquire a basic understanding of SEO should see the same ROI pattern you do.

  • Lance

    Nice post Jeff. The figures are huge for small business but I understand those figures can be scaled accordingly to company turnover. Even small businesses without those large budgets for marketing can improve their traffic by building on their inbound links which always has been a major component with Googles site preferences and of course blogging achieves great results by keeping a website current. Spending that type of money, a PPC campaign would also tie in nicely but would have little or no long term effect in growing your website organically although should get some instant traffic happening to start the ball rolling.

  • OrganicGuru

    This is really a lot to think about especially for new business owners. I could not agree more! You gave a really great explanation and I will certainly pass the info along to my colleagues who are still living with the dinosaurs!

  • MIchelle

    Article is great! Just entered the wonderful world of online marketing – Where do you look to find someone good to do SEO for you??

    Many thanks

    • nookeen

      You can look for them on Google, search for “Search Engine optimization” but the problem here is that many optimizers do not use methods that Google or other search engines approve: they buy links on other websites that point to your site (which is totally normal); however, you never know on what sites they put the links on. There are many websites created just for this purpose, to push optimization, and Search Engines know about it, and they learned to ignore these sites and penalize the sites that they refer to in ratings. Kind of like the use of steroids. If you get caught, you’re disqualified. So you gotta watch out. Really good companies charge you REALLY BIG money for SEO. Your best option is to find someone through referral who would put the links to your website through legitimate sources. Advertising, similar topic websites and so on… I am a designer and web developer, ff you wanna learn more add me on Facebook and Twitter: nookeen for updates. I just started with this whole social media thing, so your welcome to be one of the first =)

  • Mark Burgess

    Solid article. Totally agree! Getting the most out of your site is critical and a viable SEO strategy and approach is critical to success. I like your business case approach.


  • John Akerson

    Jeff, You’ve got a great example of how to quantify return on investment for search engine optimization, but your article is theoretical. I’d love to see you use an actual example, but it can be VERY difficult. I worked at a SEO for a consulting firms’ site and documented >500% increase in traffic, year-to-year, but I could never tie that to a specific increase in sales.

    Connecting SEO to sales can be challenging. How would you recommend doing it?

  • Eyal Bino

    Great post. I recently attended the NY Times Small Business Conference and was shocked to see many small business owners not understanding the impact of a good website, and of having good content that can be optimized and serve as a lead generator for their company’s services/products. I think the big problem is that many of them will never bump into such a great blog like yours, so how else would you raise awareness to this topic?

  • Gavin Head


    I absolutely agree! Every company website should be optimizing for search, starting with having a blog attached to it to generate quality on page SEO with your keywords and those all important links back to your site (off page SEO). And they should be promoting their posts (as you do so well) and relevant content through social media.

    It’s also crucial for a website to have relevant offers placed on call to action buttons that link to landing pages to capture leads. These leads can then be placed into a database (hopefully a CRM system) and nurtured through automated emails. It’s important to follow up occasionally with calls to those leads too.

    I plan to make this my main focus to grow my own business and those of my clients once I get my website transitioned over to HubSpot’s CMS and start using their software. HubSpot is a great resource to learn (for free) how to do all of the above and more- I highly recommend them!

  • Jody Urquhart

    Seo optimizing is a lot of work and the payoff comes down the road. It is essential I agree

  • Steve James

    SEO is absolutely necessary, but you don’t have to pay
    someone else to do it. I have written about the key SEO principles that anyone
    can do here:

  • Tami Cannizzaro @Tamicann

    “93% of buying decisions start with an online search” is a truly amazing statistic. The ramifications go well beyond SEO to your overall marketing, mobile, coupon, web strategy for prospects and customers.