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| Rell
said that she had a little secret she uses when designing a web site.
She said most designers ‘design around designs’, and that she
‘designs around words’.
More Than A Pretty Face
Rell went on to say, “We use the
keywords your customers type into the search engines.Gosh, I know that this makes sense... but if you look at most web sites they are nice looking. But these sites do not have the keywords they want to offer to their clients. So, the most cost-effective method to direct targeted traffic to your web site is via top rankings in the search engines.” Subtle? Yes. Difference? HUGE! End result - a nice looking web page... that produces tremendous results. Designers may design, but we create highly effective pages intended to market your web site. Lisa was sold on this truth. Rell made other comments to the effect that the only sites that should have music are sites that sell music; and that using the latest software actually can cause problems for visitors who don’t have these ‘plug-ins.’ Lisa and Ted tossed aside the $40,000 web site they initially built, and built their site around words and the customer. |
Within A Month, Visits Increased
The new design was great and highly
functional. And due to the way Rell structured the HTML (underlying
computer code), quite a few search engine rankings were obtained.
Traffic was up to 50 people a day. And within another 30 days, close
to 200 highly targeted customers visited the new site every day. 200
potential customers that are actively looking for a mortgage loan.
An Interesting By-Product From The Success
Of The Site
Not only were Ted and Lisa now averaging
closed origination loan amounts of $250,000 - $1,000,000+ per day, every
day. But their web site was substantially outperforming the 12
person, in-house telemarketing department.Lisa made the tough decision to layoff the entire telemarketing staff. A savings of about $28,000 per person annually or over $330,000 additional expenses were removed.
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The Sales Staff Commission Was Lowered, But
They Made More Money…
Next, Ted and Lisa reduced the overall
commissions for the sales staff. As you can imagine, there were more
than a few protests from their loan officers. Except now with higher
quality leads (more of them) (and even with a lower commission), the sales
staff was actually earning more money in commissions.Life at the office actually seemed less stressed. Lisa turned to her husband and said, “I told you so.” Ted replied, “What?” “The internet is our friend…” ************************* |