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As a freelance CRO expert, there is one situation that I see happening all too regularly. When beginning a new digital marketing campaign, many SMEs will put all their energy into ways to expand the reach of their message beyond the usual scope; using PPC ads to advertise on SERPS, or social media marketing to help their marketing message spread through popular channels such as Facebook and Twitter. However, in taking this approach, SMEs are overlooking the importance of on-site marketing and optimisation.

Imagine you’re planning a big festival. You spend all your energy marketing the event, and generating interest, but on the day you don’t actually have any acts to put on stage. What will your visitors do? They’ll leave. It’s exactly the same when it comes to digital marketing. There’s no point working to increase traffic to your website if your site has nothing that’s going to turn visitors into paying customers.