I was recently presenting a case for SEO to a prospective client. I received some important feedback later from one of the other parties in the meeting. I knew it was a good meeting, however it only really found its legs when I started discussing the ROI.

The Question that we always need to ask ourselves is “How many new sales must the client make to cover the cost of this SEO work”. This is of course especially applicable for clients that are selling goods or services and where the primary goal is not brand promotion or reputation management.

This time of the month is always interesting, as our monthly reporting kicks in to evaluate how well we are doing for our clients. Pleased to say that by and large we’ve seen some great traffic growth and reduced cost per visit across the board with SEO once again outstripping PPC nicely. (Always enjoy the internal battle against the PPC department )

Anyway, lets get onto topic, while a lot of the sites we work with are experiencing great traffic growth a lot of them “dont have design budget right now” to aid in increasing conversions. Let me first clarify that we in no way want that design budget, far from it, but in my opinion it is one of the most overlooked areas of a website. Site owners are always obsessed with driving increased number of visitors to a website before adequately understanding what current visitors are doing once they get there. Conversion analysis is key!