I envisioned when launching my social media consulting practice spending my time creating and executing traffic generating and branding strategies using a wide range of social media sites. I did not envision spending my time optimizing clients’ websites and blogs.
Your Website or Blog
What I found, however, was that clients’ websites had not been designed to appeal to visitors and convert them into subscribers or customers, nor were they set up to attract search engine traffic.
This problem concerned me very much. As I’ve written numerous times, the core of a social media marketing campaign is always your website or blog. Consequently, I decided to offer a full range of services to help clients make more effective use of the web.
Social Media and Web Marketing in Action
I was asked very recently to market the website of Welkin Capital Group, a high-end real estate finance company. When I accepted the assignment, I knew that my work would encompass more than social media and search engine optimization. It would include a total website makeover, as well.
The transformation of Welkin’s website has been dramatic. The best way to appreciate the changes we made is to compare the new website to the old website. We still plan to add a newsletter and a blog but already, the new site has a better look and feel, more room to maneuver, additional content and a social component.
While working on the Welkin site’s new design, we began optimizing the site’s content for search engines — and for human visitors too:
- During the first six weeks, March 7, 2010 to April 17, Welkin received 51 unique search engine visits from 25 search terms.
- During the next six weeks, April 18 to May 29, the company received 152 unique search visits from 63 terms.
We’re still working on the website’s content. Writing and tweaking content is an ongoing aspect of web marketing.
Your main takeaway from this article:
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