What do a pest control company, a luxury car dealership, an industrial manufacturer of acoustic panels and a family law firm have in common? Depending on how they have chosen to pursue business online, it could be a lot more than you think.
After reading the excellent set of articles on this very topic at Search Engine Land from our friend and national conversion expert Brian Massey (see Brian’s Conversion Optimization Blog) , we realized that this exact concept applied to our clients as well. We had long wondered how companies can copy a technique from one of their competitors that we know to be effective, only to find that it does not work for them. The answer is: that the kind of company that you are matters far less than the online strategy that you choose to pursue. Companies that are utilizing tactics from multiple strategies typically have a poor conversion rate (# of visitors that do something that affects your business positively / total # of visitors) and are constantly frustrated by it.
So, you may be asking, how do I find out what strategy I am pursuing?