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Improving Lead Ratio From Website

Q:I've done a pretty good job of bringing traffic to my site and got about 1200 visitors this month to a particular page. The page is at new URL which can only be reached if somebody clicks on one of my ads.

A:- 82% of the people who visit this page don't click through to another page. - 83% spend 30s or less, and another 10% spend between 30 & 60s. - I get three or four inquiries a week, which is about 1% of the people who visit that page. Bottom line is that I'm only getting three or four calls a week. I think that my ads are fairly well targeted and I want to improve the response rate from the page. Or, I don't know, maybe 1% is good and maybe I should focus on my advertising campeign instead. The page I'm speaking of is at http://miketurco.com/power2.html . I've started making some modifications to this page at http://miketurco.com/power3.html but thought that I'd ask for your feedback before going too far with the changes. The first issue that occurs to me is the relationship between the ads you are placing and the kind of business you are looking to get (i.e., the descriptions on the page the ad leads to). From reading the page provided, my first impression was - Microsoft Office programmer (macro language + VBA + product knowledge). Second, database and/or spreadsheet programming (still Microsoft Office programmer). Third, Microsoft Office programmer (clearly stated down the page). While that means a good deal to someone who has worked with the Office Suite and coding either macros or VBA, I'm not sure what is communicated to general business visitors, hence the question about correlation between ad and target page. IMHO, when you try to address two (very) different audiences on the same page, you tend to lose both of them. I would think about ads directed at developers needing QA & other help, directed to a page specialized for them, and separate ads pointing to a separate page for the small - to - medium businesses I expect you have been servicing. I would ask what the businesses who have come to you in the past thought they were looking for, as opposed to what you wound up recommending that you do for them. Then I would try to get the business page to reflect those sorts of needs. For example: (Need to convert a business application to work on the web? Need to integrate your contact management information / software with your applications? We specialize in getting more from your investment in Microsoft Office products. From spreadsheets to databases, we can integrate your existing applications and data and take them in the direction you want. ) Then provide a list of examples (sort of what you have on the left side of the page now), and be as generic as possible. These examples could link to a separate page for each type of work, and include a description of what sorts of things can be done, and a business success story. Each of these pages, as well as the initial page, all include a link to a contact page, and a "doing business with us" page, that includes the sort of things you have at the bottom of the page, perhaps a sample contract, and (repeated) contact information. My preference, as you can see from the foregoing, is for short, simple pages with a clear message to a single audience. This leads to a breadcrumb trail for the birds (visitors) to follow. If someone sees a problem that sounds sort of what they are encountering, they can go to a detailed page to see. If the description is similar to what they are facing, they can see that someone else had a similar problem, and how you fixed it. Then they can see how you do business on the next page, and if they have a "warm fuzzy" feeling about you, they will get in touch. If you decide to keep pretty much what you have anyway, I have two small suggestions. 1. Rename the material in the left column to something like "How we have helped other businesses" and 2. Reduce the appeal to developers to a question like "Developers, looking for QA & other help?" with a link to a separate page for the sorts of services you offer to that other audience.

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Microsoft Professional Support said:

Thanks for your wonderful insights on the topic.

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