Many people think that getting traffic to your website is the main challenge on the Internet. We recognise that this is in fact the easiest part of the equation. It's what you do with the visitors that makes a difference to whether you succeed or fail.

The reality is you can create instant online channels providing immediate leads using services such as Google's Adwords or Yahoo's Search Marketing programs.

However, as markets are maturing and competition is catching on, succeeding online is becoming more of a challenge.

In fact this is the most common problem we face when customers come to us. Usually they are spending significant amounts of money online in PPC campaigns, but failing to deliver the conversion rates to sustain a profitable outcome.

Usually the effort required to reverse such situations is surprisingly simpler than what you probably think.

Our extensive experience has allowed the creation of a methodology based approach towards implementing online marketing strategies. This ensures the process is defined before we start on any given project.

Although specific projects vary, we have found elements of online marketing that are common across all projects. These have helped define the following proven process:

Step 1: Baseline SEO Audit - To measure your website's current online state from a Search Engine Optimisation angle. We will run a series of reports that will measure your online presence as it compares to your competitors.

Step 2: Analysis of Baseline SEO Audit data and recommend result driven improvement strategies, which may include the following:

• Improvement of your PPC campaign's performance to maximise click through's and ROI;
• Modifications to existing website content to support natural ranking and PPC campaign improvements;
• Implementation of high value link building strategies to strengthen website popularity;
• Implementation of strategic lead capture components and 'call to action' functions across your site to capture leads when the 'iron is hot';

Step 3. Implement improvement strategies.

Step 4. Measure ranking results, traffic results, conversion results and lead results.

Lead conversion is probably the single most important component to your online marketing strategy. This is the point where visitor traffic meets your website face to face.

Once visitors arrive at your site, they have some basic expectations that may not be that obvious:

• They expect to see what they were looking for;
• They expect a certain level of detailed information to support making a decision on communication engagement;
• Should they engage, they expect to engage an intuitive but simple process of enquiry.

There are a large number of variables that affect lead conversion rates, however, understanding these most basic expectations will maximise success outcomes.

Search Engine Optimisation (SEO) is a subset of Search Engine Marketing (SEM), which is a subset of Online Marketing. SEO is primarily focused on content changes that can performed to your web pages to help them gain rankings within search engines through keyword density improvements.

We take a broad view of Search Engine Optimisation and incorporate it as part of our improvement strategy.