You’ve heard it before if you’ve ever done client-facing work. “We want this optimized.”
Instead of nodding your head, you should say: for what?
Asking for an optimized website is like asking a waitress for a steak to come back delicious. But if your meaning is clear, you’ll get what you want. (Either a PPC-matching landing page with a high converting call to action, or a well-peppered rare sirloin with mashed potatoes and braised asparagus).
So, before you ‘optimize’ any particular page, ask yourself a few things:
Build your sales funnel back to front; convert your natural networking leads before you call the world to aid you. (That’s what we at Online Genius have done; we were an association long before we made a website).
You can’t hotfix your morality. If you sell inferior products, your customers will know. Optimize your offering so that you could, in a perfect market, sell it without advertising.
And most importantly:
And don’t forget freak factor or market fit. Sites like LingsCars.com are great because they’re horrific, bad to look at…and will be pointed to as examples of “good bad web design” in articles like this one. If you’re renting cars in the United Kingdom, someone will mention Ling. If you do online shopping as stores named after South American rivers, there’s another popular site, but I’ve forgotten its name.
So before you spout optimization as the one-stop band-aid that’ll turn your site around, remember: Being a genius is hard work.