because it's not just about the clicks. it's about the conversion.
SEO experts are easy to find. At McAdams Group, we go beyond simple search engine optimization to employ proven CRO (conversion rate optimization) techniques that turn your curious visitors into qualified leads.
Of course, we’ve got your SEO covered, with a full range of strategies aimed at pushing your website to the top of search engines where your audience will find you. Our comprehensive SEO approach encompasses research, content and back end technology—all working together to elevate your rankings.
Our exhaustive research methods leave no keyword unturned. Using a combination of software and keyword group rankings, we identify the most relevant keywords for your site—often uncovering untapped opportunities for driving up your search engine rankings and visibility.
Using the raw data from our research, we develop an SEO plan that aligns with your business goals and that starts delivering results sooner rather than later.
multipronged SEO methodology
We maximize your SEO efforts with a multipronged approach. This approach includes on-page content that organically incorporates keywords from our research while providing a meaningful user experience and satisfying Google algorithms. We also employ backlinks from other relevant web pages, as well as localized SEO tactics like Google My Business listings for a quick rankings boost. On the backend, we address and resolve any technical issues that may be keeping Google from ranking you.
Areas of Focus
On-page content is the heart of any SEO initiative because, like Google, the content that you publish should be focused on providing the best information and user experience possible. Google’s algorithms exist to weed out content that humans do not want or need; therefore we focus on not simply appeasing software, but creating well-crafted content that is easy to use and understand.
One of the most important factors that goes into ranking is backlinks. Backlinks are simply links to your website from other relevant pages. Google is focused on providing users with quality content. A mark of quality content is that it’s good enough to share, and backlinks are a key metric Google uses to gauge quality.
If your business acquires clients locally, then there are unique ways to increase your reach. We utilize Google My Business in order to optimize your local business listing, whether you have one location or many. This can often be a faster way to begin ranking on Google, but require unique tactics to attain these results.
Case Study: Measurable Conversion (CRO) Results
From Organic Visitors to Qualified Leads
SEO Falls Short
Companies invest significantly in SEO (Search Engine Optimization) to drive organic visitors to their websites. Google Analytics gives us some behavior hints, but visitors still bounce without a trace.
At McAdams Group, we help clients step beyond SEO to convert organic visitors into qualified sales leads. How? Through measurable Conversion Rate Optimization (CRO) strategies.
How Visitors Become Leads
When Credence Med Systems, makers of innovative drug delivery systems, came looking to generate more web leads, we took a deep dive into their visitors’ journey, and their ideal prospective customers. Their current website lacked any effective sales funnels. We also saw an opportunity to actively target key visitor segments, such as Big Pharma.
Customized Lead Magnet
Leveraging client research, we created a lead magnet for the site, personalized for their Big Pharma audience. The offer enticed visitors to enter their contact info in exchange for accessing a customized landing page and research findings that delivered real value and positioned Credence as a thought leader.
The results feed the Credence sales team with names and email addresses of prospects who are clearly interested in the company and what it sells. And to nurture the leads, we created a series of emails for follow-up and booking consultations.
CRO with more ROI
Exceeding expectations. Historically, CRO strategies can convert up to 3.1% of organic visitors into qualified leads.Over the four months' campaign, our permission-based strategy achieved a 4.2% conversion rate! It doesn’t end there. Using data-tracking tools, we continue to learn more about the user experience and continually adjust the CRO initiatives. Our next lead magnet campaign will target another of Credence’s audiences.
What can CRo do for you?
We’ve developed CRO results for clients across multiple industries. If you’re curious to see what CRO can do for your lead generation and sales team, reach out to us today by clicking the button below.
CRO Strategies (Finally SEO with ROI)
While other firms stop at SEO, at McAdams Group it’s only the start. After all, getting visitors to find and click on your site is great. But converting those visitors into leads is even better.
CRO is all about getting your visitors to engage with your website and take a specific desired action. In many cases, that action includes providing a name and contact information in exchange for a valued asset or information.
CRO doesn’t happen in a vacuum. Context is critical. And the context is the website. The website must be optimized for the customer journey. The following is a representational list of some of the initiates needed to ensure excellent CRO results: • Set up Google Analytics conversion tracking • Set up Heat Mapping to track user experience • Improve website content by answering unanswered questions, clear up uncertainties, and mitigate risk (putting yourself in the mind of your web visitor)
Conversion rates are also directly influenced by the perceived value you offer your visitors. If you’re offering up something your visitors want and need, they’ll be more likely to give you their personal info to access it. At McAdams Group, we specialize in providing this type of strategic underpinnings and creating the content that leads to increased conversion. For example, a powerful conversion tool to consider are the addition of Lead Magnets on your home page or other high-traffic webpages.
Your Lead Magnet works to entice visitors to enter their names and email address in exchange for content or an asset they value—effectively converting that visitor into a lead. To work, the Lead Magnet must: • Address the pain point that brought your visitor to your site in the first place. • Focus on a single, specific and clear benefit that matters to your visitor. • Deliver instant gratification and immediate value for your visitor. • Link to a landing page where your visitor can download a useful asset such as a free guide in exchange for sharing their name and email address.
Once they enter their contact info, they’re taken to a separate landing page to download the asset and learn more about your product or services. In the meantime, your sales team has a qualified lead they can now pursue.
While SEO is a longer-term strategy that takes time to generate results, when done well CRO can help you capture more leads, more quickly. Working together, SEO and CRO get you the clicks and the leads. We’re ready to show you how.