Working with a search engine optimisation (SEO) company can help drive more traffic to your website by improving your rankings in search engines and putting your content in front of more people.
This increased visibility can lead to more enquiries and, ultimately, more conversions, whether that be sales, bookings or newsletter sign-ups.
Occasionally, visitors may encounter obstacles that prevent them from completing these conversions. This is where contact forms come in.
Contact forms are an easy way for potential customers to get in touch with you to ask questions, request quotes or seek additional information.
For example, if your website is missing a returns policy or a product description, potential customers may hesitate to complete their purchase and instead complete a contact form in search of more information.
To you, the website owner, this may seem like an average enquiry, but to an experienced SEO professional, this is a goldmine of data.
Every enquiry provides information on common questions or pain points that users face when visiting your website. They also reveal the specific language that your audience uses when searching for information, which can be used as longer-tail keyword ideas.
Sharing this information with your SEO company gives them direct access to real customer questions and feedback. This allows them to spot patterns and highlight potential gaps in your content that may be preventing conversions.
For example, if lots of people are reaching out to ask for the dimensions of a specific product listed on your site, it indicates that the product description may be unclear or incomplete.
Optimising the product description to include this information may reduce the need for users to reach out and instead encourage users to complete their purchase.
With this information, your SEO company can make changes to your content, which can increase the chances of visitors taking action on their first visit.
Sometimes, in the time between submitting an enquiry and receiving a response, the user may have already made their purchase elsewhere or abandoned their enquiry altogether. This delay can result in missed opportunities.
Providing users with all the information they need helps build trust and improve user experience, which can help improve the overall visibility of the website in the search engine results page.
It is important to note that if you blind carbon copy (BCC) your SEO company into your website enquiries, you need to have a Data Processing Agreement (DPA) in place. This agreement makes sure your SEO team only uses the data for its specific purpose and doesn’t keep the information any longer than is needed.
We at Engage Web can help you analyse your website enquiries and improve the experience of users visiting your website. Get in touch with the team today to find out how we can help.
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