If you want to know how to prevent website churn for your digital agency and (at the same time) cash in with a new top tier website prospecting opportunity, then welcome – it’s your lucky day.
Next time one of your small business clients complains about poor website performance, you first need to consider that the problem might be more extensive than just their website. As a priority, to prevent website churn risk and drive performance, carry out a ‘business citations audit‘. Because accurate and consistent ‘name, address, phone and category’ citations for your clients, spanning different online platforms for their business, is a key ‘trust’ indicator and driver of website performance.
Next, it’s essential to check if your small business clients have ‘multiple live websites’ promoting the same business or closely related products or services.
Because if they do, then (1) Oh dear! and (2) Yipee!
If you want to prevent website churn for your digital agency, check if your SMB clients have just one live website. Because using one live site to promote all their closely related products and services (including all branches/locations they want to target) will drive a healthy return on investment. Whereas, if your clients have multiple live sites, this will almost inevitably lead to complaints of ‘my website’s not working’.
The trouble is, duplicate or near-duplicate online content is not only confusing for website visitors, but it’s confusing for search engines like Google too. If your clients have multiple live sites promoting the same or similar products or services, then the risk is, their pages will be ‘competing with each other’ in the SERPs. And this isn’t helping anybody.
What’s more, your clients could be missing out on the opportunity to drive a higher spend per customer and healthier profit margins for their business by using one website to cross-sell/upsell all their products and services.
Because multiple sites are confusing for Google, it has negative ranking implications for your SMB clients. For example:
Plus, multiple live websites can confuse website visitors, adding up to a poor user experience. Moreover, a missed opportunity to convert visitors into paying customers.
Why not set out to educate your SMB clients on the negative ranking implications of multiple live sites and best practices for 2021? With a view to driving performance and minimising future website churn risk.
Common mistakes or misconceptions that you should address include:
It’s simple. Do the Google.
Carry out a search on Google for each of the following, and check the SERPs:
You might be surprised at what you find. In my experience, it’s not unusual to discover that a single small business has two, three or even more live websites – promoting the same or closely related products or services.
To prevent website churn risk and drive performance, you need to:
‘One great website’ has the potential to double your SMB clients leads and drive 64% more organic traffic. In turn, this bodes well for your agency’s customer satisfaction and retention rates moving forward. But no need to take my word for any of this. In fact, it was Google that spelt out the enormous opportunity back in January 2019:
“For the past several years, many SEOs have been saying “less is more”. Meaning, having fewer sites and fewer pages with higher quality content often leads to better SEO results. Google says that works for them and they have been working on consolidating their sites. In one case study Google took six old websites and consolidated the content. They made “one great website” and it led to them doubling the site’s call-to-action click-through rate and increased organic traffic by 64%.” (Search Engine Land, 10 January 2019)
“For the past several years, many SEOs have been saying “less is more”. Meaning, having fewer sites and fewer pages with higher quality content often leads to better SEO results. Google says that works for them and they have been working on consolidating their sites. In one case study Google took six old websites and consolidated the content. They made “one great website” and it led to them doubling the site’s call-to-action click-through rate and increased organic traffic by 64%.”
So, now you’re armed with the knowledge that ‘one great website’ has the potential to drive ‘double the return on investment’ (versus multiple sites).
Then why not use this opportunity not just to redirect existing clients traffic to a single URL – but offer to build them “one great website” instead?
From a prospecting opportunity, why not find and target those businesses that have multiple websites – and offer to build them “one great site” instead? You can quote Google’s own words (actual findings) to close the deal:
“Double your website call-to-action click-through-rate and increase organic traffic by 64%.”
There you go – One task, double whammy. How to prevent website churn risk for your digital agency and (at the same time) cash in with a top tier website prospecting opportunity. #yourewelcome
PS. Did I mention my cut is 10%? (DREAM BIG)
28th February 2020
03rd October 2019