Every desired action by a visitor is called a conversion. The most obvious is buying a product from a website, but other conversions include filling out a contact form, sharing material on social media, and signing up for a subscription. We determine the conversions on your website and what we aim for as part of your internet marketing plan.

Optimizing your website for more conversion

We’ll run a scan of your website to see what we can find that could lead to more conversions. If you really want to dominate on the internet, we will set up your site and sales funnel together with you. Would you rather have a new website made? Then this is the ideal time to thoroughly research your current website’s user traffic, generate conversions and improve user service.

What leads to conversion?

• Performance & Usability

Is it easy for people to browse your site? Can they quickly find what they are looking for? Does your website load fast enough? We’re investigating any technical issues that are holding back a higher conversion rate.

• Content: Text

Good content is needed for more conversions. Our writers create fascinating texts, taking into account the target group.

• Content: Image

• Google Analytics

• Mouse-tracking & Heatmaps

We can track every mouse movement on a website. This allows us to see the path that users take with their mouse on a page. We use mouse tracking to better map the use of the website and to stimulate conversion.

• A/B testing

Almost anything can be tested with A/B testing. For example, by means of an A/B test you know which text best suits your target group.

• Marketing automation

With marketing automation you can easily lead your visitors to a conversion.

Need a conversion specialist?

Do you want to get the most out of your current website or webshop? Or are you looking for the ideal start for your brand new website/webshop that still needs to be designed? Do you want to learn how to get more conversions from your website? Please contact us. During a conversion session we look at your target group, information needs, uniqueness, user statistics and the funnel of the website. After the session you will receive detailed recommendations to improve your website/webshop.

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Practical examples

• An email to your company’s head of sales when a visitor spends more than 10 seconds on a page about a particular service.
• Quote requests based on website engagement (is it just pricing, or has the candidate already done their homework on your company?)
• Track the results of your social media, email and PPC initiatives. Are there tangible results from these initiatives in terms of leads and customers?

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Goals and target audience

• The number of sales in your webshop
• The number of quote requests received via the website
• The number of social media followers
• The number of Sales Qualified Leads generated through the website

Analysis

What is your current position? What does the term “internet marketing” mean to you right now? What are your biggest rivals? In Google, where do you rank? What is the conversion rate of your website? Where and when do people leave your website? These are matters that we would like to get to the bottom of right away. We map many of these matters together if you do not know this yet or if you are just starting to work online as an organisation.

Content strategy

Your internet marketing strategy should include a content strategy. What material do you use to direct users to your website at which (online) location? What issues do you tackle for your target audience? What content do you deliver in which phase of the customer journey? Which channels will you use to distribute your content? When do you publish which content? All this is recorded in the content strategy.

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Be found on Bing; How does Microsoft Advertising work?

With Microsoft Ads you can promote your offer prominently above the organic search results of Bing. When potential consumers use Bing to search for items or services you provide, you will be found. You only pay for what you get: the number of people who click on your ad.

The Microsoft Ads Customer Journey

Microsoft ads are particularly suited to the middle stages of the consumer journey (See, Think, Do, Care). These are the stages of thinking and buying. Potential consumers can be convinced by being visible on product or service specific customer questions during the Think phase, and when they are ready to buy and search on Bing, they should be able to find your product or service right away!

How effective is Microsoft Ads?

More relevant traffic to your website, which often translates into more conversions and a higher conversion value over time. Thanks to Microsoft Ads, you will appear at the top of the page. Very clever, especially when you consider that most people only look at the first 4-6 results.

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• The number of searches per month (in a particular region)
• How many other companies use that keyword?
• Logical alternatives to that keyword
• Long version of that keyword (longtails)

The Customer Journey

To evaluate and map the phases of the customer experience, Google developed the ‘See, Think, Do, Care’ model. With this approach, you may be able to respond better to the search intent, depending on the phase of your customer. Search intent is, in our opinion, much more important than search volume.

Keyword research tools

We map search volumes, competition for specific keywords, and the content needs of the audience using the best tools available. You will probably attract a large number of new visitors without tools, but those people will not do what you want them to do, on your website.

We do the keyword research together

The ideal keyword research is a team effort between you, the client and us, the search engine experts. As part of the research, for example, we need your industry knowledge. We can also find a keyword that many people search for on Google every month, but if you only have a small profit margin on the product in question, it can be a bad aspect to focus on.

What keywords should I use?

Do you have no idea on which keywords you should be found, or which alternatives and competitors there are? Within a few days, we will provide you with a comprehensive keyword research report. Thanks to our research, you will have the basis for a solid website structure and effective search engine marketing campaigns.

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Search engine optimization SEO is an important part of any effective marketing plan. Do you know where you stand in terms of SEO or more importantly, how to get the most value for money when it comes to internet marketing? With our SEO check you know within a few working days how much money you have to pay to get more leads and revenue from Google.

The importance of an SEO check?

You’re already implementing a bit of SEO, but know that you can do much more with your online marketing budget? Do you know that it’s about more than just ‘ranking higher in Google’? In other words, do you need someone who sees more opportunities and manages traffic and conversions?

Technique

• Have you checked whether your website is (properly) indexed? 
• Is your website safe to visit?
• Do you have a mobile-friendly website? 
• Do you have a fast website?
• Do you have a well-coded website?
• Do you have your website on a reliable server?

Content

• Do your keywords make sense? Is there a good chance that the person that types in this keyword will proceed to purchase?
• Is there a page on your website with material optimized for both Google and your visitors? 
• Does the page have a logical place in the structure of the website?

Authority

• Do you have enough power over your competitors?
• Do you have a natural or healthy link profile?
• Is the structure of your internal links correct?
• Have you checked your anchor text profile for exact anchors?

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If you’ve already spent a lot of money on content and ads, it’s a good idea to map out what you already have. This is to prevent you from wasting (a lot of) time on content that is not very popular with your target group or to improve the findability of existing content in Google. A content audit should always be part of your content strategy.

What is important in a content audit?

Super useful a content audit, but what is the most important? These are the main aspects:

• The tone of voice of the content (writing style) 
• The findability of your website (SEO)
• How popular your business is (conversions)

For example, are there pages that are rarely or never visited? On which pages do visitors spend a lot or little time? And which page, with which content leads to most conversions? Based on the content audit, pages can be improved or removed.

Content audit tools

Of course, the content ultimately needs to be controlled by a human when it comes to writing style. The most crucial ‘tool’ is an expert content marketer, but what additional tools can be used?

• Spreadsheets
• Google Analytics
• Other SEO tools to check your Google ranking

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What is the definition of content marketing?

There are a lot of long, boring definitions of content marketing on the internet, but in our opinion it’s just “creating content based on a plan and bringing it to the attention of your target audience, with the goal of triggering desired consumer behavior.”

Search engine optimization

Search engine optimization and content marketing are mutually beneficial. Rock-solid content ensures that it is widely shared, resulting in the creation of natural connections with your website.

Social Media

Using social media to share unique, interesting content increases engagement and traffic to your website. In certain situations, social media is a better source of traffic than Google is.

Publicity on the Internet

It would of course be ideal if everyone shared your material and links to your website on their own initiative. However, it is also extremely beneficial to have a huge network that allows you to market such information. Fortunately, we have such a broad network at Ermedigital.

Content creation

Web texts make up the bulk of the material, although infographics, animations, and videos are also covered by content. We produce content that your target group wants, resulting in higher conversion rates.

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Marketeers who have a thought-out content strategy are twice as effective as those who don’t have one. Do you want to reach your target group and at the same time captivate and bind them to your company? Then you need a content strategy. Your content strategy serves as a coat rack on which you can hang all your content marketing.

Why is that the case?

What is your unique story and how do we tell it to the target group? Why should the target group choose you over the competition? We will write a story for your company, that will make your target group addicted to your brand.

Visualize the phases of the customer journey

Where do the buyer personas fit into the customer journey and what does your target group look like? What information does your target group need? Which issues do you tackle for your target group and what information does your target group benefit from? We examine the content requirements of your target group in detail so that your website, social media channels and mail campaigns can be provided with the right content.

Publishing: when and where do you do this?

We map out where (e.g., website, social media or your e-mail newsletter) and when we publish which content, after the previous phases. To plan the work for the implementation of content marketing, you will need to put this in a content calendar.

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A SEO copywriter will help you with your SEO content. The SEO copywriter adds text to your page that Google can easily recognize. The Google search results page (SERP) shows your offer to potential consumers. The higher you score in the SERP, the greater the chance that a potential consumer will end up on your page.

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