One of our SEO clients is an eating disorder treatment center. We also manage their Google Adwords account, which I’ll refer to as search engine marketing for the remainder of this post. With both SEO and SEM there are two components to a successful campaign; the first is getting traffic to the site, and the second is getting that traffic to do what you want it to once it gets on the website. With our client’s SEM campaign we’ve done what I would consider a pretty decent job in driving traffic. I’m not going to say what it is because I don’t want other SEO/SEM firms calling them up and saying “MWI said they’re getting you a X% click through rate but we can get Y%!” Suffice it to say, we’ve got a pretty good click through rate, good total numbers, and generally a pretty good conversion rate.
But what with the economy and all, everyone is trying to get as much bang for their buck as possible, and I’d like to improve that conversion rate for this client. One of the challenges is that I’ve been looking at their website for several years, and so I want to bring some fresh eyes–non SEO eyes–to look at the site and give some feedback.
So imagine you’re a parent with a teenage daughter who has an eating disorder. Maybe it’s anorexia, maybe it’s bulimia, maybe it’s binge-eating, or some other type of eating disorder. Imagine you’re search for a treatment center for your daughter, and you happen to come across the website at www.avalonhills.org. What are your first impressions? What information are you looking for that you can’t find? What frustrates you about the website? What makes you doubtful that this is the best place for your daughter?
What I’m looking for is critical feedback about the site. I’d like to read your comments and see if there’s anything we haven’t seen that can be changed about the site to increase the number of people either calling in or filling out the email form.
And as an incentive, I’ll choose at random one of the people who respond to this post and send them a 2GB iPod Shuffle.