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SEO'ing very old sites

How to convince the owner that a redesign is needed

2:18 pm on Apr 9, 2003 (gmt 0)

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I have a couple of customers who are interested in SEO but not in site redesign. Their site are quite old and wouldn't (definitly not) suffer from a facelift as well as SEO, what do you guys use as a technique to sell them the redesigns as well?

I though of a kind of bundle/package comprising both - is that a good idea? If yes what do you usually go for?



2:37 pm on Apr 9, 2003 (gmt 0)

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The answer may be quite obvious:

1. Does the current design sell anything or not?

2. Regardless of the current traffic -- if no sales have been forthcoming (or few) then a redesign may well be a concern.

3. If they get hundred visitors "now" and at least "2" sales per that hundred this is a fair average. (if more than 2% no redesign is need).

4. However - if the conversion ratio is 0.001% (or less than #3) I doubt any optimization will help much.

5. If the upfront cost is the greatest issue - make them a deal. If you are worth your weight in optimizing it is far better to appeal to their current needs (and situation) and retain "lifelong revenue" than a once only sale (with or without designing involved).

Professionally I refuse all once only customers >> long term clients are more profitable (as long as they keep raking in the profits of course). ;)

9:32 pm on Apr 27, 2003 (gmt 0)

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Hi Leo!

I sometimes promote site redesign from the perspective of credibility. You've made it to the top of the search engines (well I'm gonna take ya there shortly), people are visiting your site, they may even be downloading the trial software...but they are not buying.

Could credibility be an issue? I have a couple of powerpoint presentations on web site credibility and pull some info from those to sell my case; -)


11:41 pm on Apr 28, 2003 (gmt 0)

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I think that selling a redesign should be easy if you've already developed a good relationship with your customer.

Consider these selling points:

1. Keyword density to improve SE rankings would require some redesign/reogranization. While your at it why not?

2. If you are increasing the amount of visitors consider telling them their website is going to be getting much more attention. "Your website WILL serve as a first impression of the company in MANY MANY instances now that we are improving your ranking and you should strive to portray a professional/successful image. Currently there is room for improvement. A redesign along with search engine optimization will maximize your websites potential and increase returns.

3. Show them competitors sites that are better. Give them a consultation of things that are problematic on the site and tell them how you would fix it.

You have many methods of approach. It shouldn't be too difficult to capitalize on your situation. Goodluck!