Articles from Pipeline Plan on website design, SEO, marketing automation and lead generation for Australian businesses.
Marketing automation means software handling repetitive marketing and sales tasks so they happen consistently rather than when someone remembers. The useful applications are narrower and considerably more boring than the software marketing suggests, which is precisely why they work. What it actually covers Lead capture and routing so enquiries reach the right person immediately Automatic […]
Cost per lead figures quoted online are close to meaningless without context, because the same lead is worth twenty dollars to one business and two thousand to another. The useful exercise is working out what you can afford before looking at what anyone charges. Work out what a lead is worth to you first Take […]
Most checklists you will find are about design. The things that determine whether a business website earns its keep are largely invisible: whether someone can tell what you do, whether they can act, and whether you can tell what happened. Clarity, first Someone landing from a search should be able to say what you do, […]
Most advice about getting more leads starts with getting more traffic, which is the expensive end. For nearly every service business we audit, the cheapest available gains are in what happens to the visitors already arriving. Start with what you are already wasting If your site converts one visitor in two hundred, doubling traffic doubles […]
A landing page is a single page built for one action, usually with the navigation stripped out. Someone arrives from an ad, an email or a campaign, and the page exists to get them to do one thing rather than to explain everything your business offers. How it differs from an ordinary page A service […]
Local rankings run on a different system to organic search, which is genuinely good news for smaller businesses. You can appear in the map pack without the domain authority needed to rank organically for the same term. The three factors Google uses Proximity, relevance and prominence. Knowing which you can change saves a great deal […]
The number most often quoted is two to three percent, and it is close to useless. Conversion rate varies so much by industry, traffic source and what you count as a conversion that a single benchmark tells you almost nothing about whether your site is doing its job. How to calculate your conversion rate Conversions […]
Local SEO is the work that gets you appearing when someone searches for a service near them. It runs on different signals to regular SEO, and for most service businesses it produces enquiries faster and more cheaply than anything else available. The three factors that decide local rankings Google weighs local results on proximity, relevance […]
SEO pricing in Australia varies more than almost any other marketing service, and the range is not explained by quality alone. Understanding what you are buying matters more than the number, because the cheapest retainers frequently buy almost no actual work. The common pricing models Each creates different incentives, which is worth understanding before signing. […]
Plenty of businesses run perfectly good sites built themselves on a website builder. Plenty of others have wasted a weekend and produced something that costs them enquiries. The difference is usually not skill but what the site actually needs to do. When a builder is genuinely enough If the site is essentially a business card […]