How To Tell If Your Website Is Blocking Enquiries
Quick Assess-Yourself-Checklist: (2 Minutes)
If your website has been slowly overtaken by technical progress on the internet, you will not notice. Google* often updates how searches produce results, so your best efforts will slowly go out-of-date.
“Each year, Google changes its search algorithm around 500–600 times.
While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update [which hits the news and] affects search results in significant ways.” (Moz)
* Google is used in around 80% of all internet searchers; other search engines follow similar lines.
Both Google and human visitors much prefer 'up-to-date' over 'out-of-date'.
This relates to hidden parts of your website, not your visible content.
Therefore your website may be true, accurate and pretty, but it will not attract visitors away from competitors, or inspire the enquiries you want. It will not help you find new clients.
And so it could be a waste of money.
A quick and easy test
This DIY test will show you if your website is out-of-date within a couple of minutes.
- Type into Google your profession and your town eg “solicitors Guildford”.
- Locate your website's result and note which page of Google's results it is on.
- Read it carefully:
(a) If you find two or three fairly unrelated sentences (or parts of sentences) with any of them ending with an ellipsis (ie “ … “), note category 'A'.
(b) If it is one long sentence ending with a full stop, (or two shorter ones ending similarly), describing your firm, services and/or other features, note category 'B'.
(c) If the description ends in a full-stop, and includes the town, any professional specialisms and a clear person-to-person invitation including the word “you”, note 'C'.
Understand your results
Category A: out-of-date, untended and lacking essential search engine optimisation (SEO).
The more ellipses, the worse your problem. A final ellipsis shows your website's hidden description is most likely missing and Google is making it up for you: your output of enquiries will be poor.
Category B: more up-to-date, but a purely factual description probably written years ago.
This is uninviting and too easy for searchers to ignore. You may gain enquiries from people already aware of your existence, but you are unlikely to convince newcomers to visit your website.
Category C: the most advanced form of invitation.
This is most likely to prompt a searcher to click through to visit your website. You then have the best chance of impressing that person and prompting them to click, call or walk-into your office.
Google page: around 95% of all searchers click on websites listed on the first page of Google results. The further away from the top of Page One, the more urgent and serious your problem.
What to do?
Category A: Find an SEO provider and ask for an overhaul (not a refresh, that is too superficial).
Category B: Reword your description to invite visitors, with the word 'you', within 160 characters.
Category C: Congratulate yourself, and move on to test your next Client-Attracting steps.