Webflow SEO, Marketing & CRO

A website is like a store front. If no one can find it, there's a good chance you won't get the customers you want.

A lot of business owners don't really understand the Internet, and assume that when you build a website, customers and money will just start to flow in smoothly.

Unfortunately it's not quite that simple.

Between your customers and you there is a path...

It starts with search engines like Google, and ends when a customer books a service or purchases a product from your site.

At Sygnal we call that path the moneypipe, and our objective is to make that pipe flow with reliable, consistent, measurable business.

Building Your Moneypipe

That process takes some time and involves several phases, depending on how far you want to take the process.

Here's an overview of each phase and what we do.

Initial Audit

• Identify and learn about the core business products, services, market
• Basic understanding of profit margins, which products and services will give you the best benefit
• Identify the business's unique strengths, the things that would make it more suitable for some clients  
• Review of current analytics, search console reports, google tag manager setup
• Research and review the site's current keyword positioning on Google
• Examine the site structure, and the pages with represent those products & services we want visible on Google
• Surface audit, on how the site is meeting the SEO needs

Cost: $500 usd, one-time

SEO Phase 1

• Deep dive into the specific pages we want to maximize SEO on, usually tied to specific products, services and market keywords
• Technical SEO work, reviewing page ti
• Content SEO work, rewriting

Cost: varies depending on the time needed and the coverage you want. Generally between $300 and $1000 usd depending on the number of pages we're researching, analyzing, and rewriting.

SEM Phase ( Search engine marketing )

Search engine marketing most directly refers to Google Ads, but also Bing and others.

In many cases there will be weak areas in your SEO, in the form of very popular keywords that have too much competition.  It will be difficult to get visibility there quickly using SEO techniques alone, so we'll add Google Ads to the mix, specifically on the weakest, highest-profit-margin areas.

• Setup Google Ads
• Create campaigns and ads related to your specific product, services, and keywords you're targeting
• Setup initial monthly budgets and monitor for the first month
• Increase to the levels you want, when we can see the traffic flowing

Cost: varies depending on the number of ads. Generally $500 usd for the Adwords setup, plus 2-3 initial campaigns and ads, and some monitoring over the first 2 weeks to see how the ads are performing.

SEO Phase 2 ( if needed )

If a site is not structured well for SEO in key areas, we want to add site capabilities that enable that.  

It could be individual products or services pages, or a blog or FAQs or a video directory, depending on what makes sense for the site and industry, and the keywords we're wanting to hit.

• Create blogs, news features, etc. if needed
• Build out content such as blog articles and press releases on weak SEO areas, identified after phase 1

Cost: varies, you'll be given an estimate prior to this phase

CRO Phase 1 ( Conversion rate optimization )

CRO refers to the ongoing effort to maximize the number of visitors who become clients, and the profit made at each sale.

This is especially valuable to those who are using Google Ads since each ad click has a cost- you want to know which ads are delivering good clients, and what the cost per sale is.

• Here we're building infrastructure to measure everything from the time a customer lands on the site through to service bookings, product purchases, etc.
• Once setup, it's an ongoing effort to find things that hinder "conversions" to paying customers, and to look for shorter more efficient paths to higher conversions.
• We're also looking to measure the exact cost of sale per service, especially from Google Ads  

Building this infrastructure depends heavily on your website design and conversions processes. If you have a booking system or e-commerce store, we'll research and integrate with that to ensure that measurements and tracking can work properly all the way from the ad click through to the final checkout.

Cost: varies, you'll be given an estimate prior to this phase

CRO Phase 2

This is the most advanced phase, generally for larger clients who need maximum performance and a few extra percentage points really make a difference.

• Weekly monitoring of your moneypipe infrastructure
• Identification of any problems and opportunities that might exist to improve flow- including ideation around new products and services.
• A/B testing to see whether specific changes make a difference
• Ongoing optimization of the site to improve the flow of the moneypipe

Cost: varies, you'll be given an estimate prior to this phase

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