Best and worst practices in web marketing. We all know how important customer acquisition is these days—for our clients and for ourselves. But some companies are getting carried away and making a big online marketing mistake.

Many are getting caught up in optimizing their websites for lead generation and sales conversion. And they’re forgetting there’s much more to a website strategy. Effective websites must also serve existing customers and create a brand perception of trust and credibility.

Internet marketing strategies and corporate websites go awry when marketers get carried away with short-term—albeit important—goals. When this happens, customer loyalty becomes an afterthought.

Call to action, don’t squeal

Each of us who works in marketing is a big believer in strong calls to action. We’ve seen what they can do and how they can create sales opportunities. We’ve seen them generate revenue. But a call to action is one thing. A perpetual, high pitched squeal to action is something else entirely. When you think about it, the line isn’t really that fine.

Nobody likes to be sold.

Clobbering web visitors with overtures to get them into the sales funnel can create a smarmy perception. It feels one sided. Like the vendor isn’t interested in the customer’s best interest.

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Couple that another problem with some of these websites—the impossibility of contacting the company with service needs and questions. If details on the company are thin, and there is a dearth of resources, this contributes to a fly-by-night feeling.

These lead-hungry companies give the impression that they need the business. And that providing quality service will be an afterthought.

Ever worked in an ad agency with that mentality?

A lesson from internet marketing companies

For illustration, let’s look at two internet marketing companies. I’m using them as an illustration for a reason. An overwhelming number of these companies, including many well-regarded ones, focus on using their websites purely as sales tools.

That makes sense. After all, they’re in the business of online marketing. Who wants to work with an internet marketing firm that can’t create great results for themselves? They should set the example for the rest of us on how to generate leads and convert customers, right?

Webimax
This internet marketing company is a solid example of how to use a website for lead generation, as well as to build customer loyalty and shape the brand. Their website features an email contact for sales, customer support, partnerships and media requests, as well as a toll-free phone number. Inside the small company, these emails may all go the same inbox. The point is in the perception.

A “free marketing analysis” button is featured on their homepage. At the top of every page is a non-invasive toll-free number for a free consultation. There is even a live customer web chat for support.

Overall, the interface is appealing and user friendly.

Seo Image
Again, we’re using internet marketing companies for a reason. I’m not looking to throw anyone under the bus, but to illustrate a point. On every page of the SEO Image website is a lengthy information request form. The site is copy heavy and this box only adds to the dreaded scroll factor.

By clicking on “contact us,” the user is taken directly to their lead generation form. There is no dedicated customer support contact information, but a general toll-free number at the bottom of this page. No blog, no case studies, no news articles, no white papers. The focus is clearly and narrowly on lead generation. They lose the perception battle.

Don’t lose sight of the big picture

I’m not questioning the value of either firm’s work. Topseos and PromotionWorld have both ranked SEO Image as a top SEO firm.

What I am questioning is this customer-acquisition-or-bust perception. Check back soon for tips web designers and marketing strategists can use to avoid falling into this trap to communicate a more well-rounded and customer-focused brand.

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About the Author
Becky Sheetz-Runkle is a marketing strategist and copywriter, and an advocate for measurable marketing. She’s based in the Washington, D.C. metro area and can be reached at bsheetz@q2marketing.com.