Advertising & Website Optimisation

Website Optimisation

Website Optimisation consists of five main activities.

Search Engine Optimisation ("SEO")

At its simplest, this means ensuring that your website is found when someone searches on Google (or other search engines such as Bing, Yahoo etc.) for your company, your services or products.

This is a simple two-step process:

  1. Ensure that the structure of your website follows the guidelines set out by the search engines.
  2. Decide on the Key Words that you fit your company's services and products (these will be matched to words used by companies using those words to search for suppliers of those services and products).

We do not make any specific recommendation as to which service you should use, but simply point out:

  • You should speak to your webmaster to review your site on a regular basis to see what can be improved.
  • You can improve your chances of being the first to appear in searches by key word by paying the relevant search engine for digital advertising.

N.B. It is essential to not only drive targeted traffic with leads to your website but then to also feed these leads to your Digital Marketing database.

There is another major consideration when deciding on your SEO Programme:

  • Are you interested only in the U.K. market?
  • Or are you interested in exporting?

To address this, we recommend that you consider using ExhOL’s services. ExhOL is an online exhibition platform that translates content for international markets and so promotes your products or and services across the world. ExhOL uses the latest hybrid translation techniques to make your content available online via micro-sites in 20 languages - – covering 110 countries and 84% of world trade. You can quickly appear on page one of international search results and get the upper hand over your competitors in new international markets.

Improving Customer Experience

The more attractive, interesting and useful your website, the more likely you are to keep the interest of your visitors and make the website work for you in terms of: (a) increasing sales leads (b) keeping down operational costs and (c) keeping your clients happy.

  • Text Content: - Only you can decide what content you should be publishing - but it should be as comprehensive as possible. Visitors should feel that they have enough information to decide whether they should contact you directly - or not.
  • The Design: - Make sure that (a) visitors can quickly and easily find information and (b) the "look and feel" of your website is in complete harmony with all printed collateral that your company distributes.
  • Video Presentations: - Videos connected to your site can improve the user experience and be a very cost-effective way of providing: (a) product presentation and (b) user manuals.
  • Facilitating Communication: - Use the website as an effective communication channel with your actual and prospective clients and suppliers. There are a number of communication tools you can deploy from: simple email links, to webforms to chat, to video calls and webinars.

SEO For Exports - The ExhOL Platform

The ExhOL platform is the fruit of Armagard’s experience of growing export sales by 3,000% in just eight years – winning the company the national award of The Chamber of Commerce for Exporter of the Year and the Queen’s Award for Enterprise in International Trade.

See: Full_Armagard_Case_Study.pdf

Armagard’s success provides a blueprint for others to follow, and the company’s vision for ExhOL is that it will support UK SMEs to double their exports.

Tap into new markets. ExhOL provides B2B companies with a fast track route into international markets. It does it in a way that’s cost-effective, low risk and easy to use:

  • ExhOL provides you with an unlimited number of virtual online exhibition pages, which promote your products in 20 languages. Your pages appear highly in international search results, so they’re easily found by a global customer base of B2B buyers, resellers and distributors.
  • These microsites sit on the ExhOL platform, with links back to your branded site.
  • The platform routinely achieves a 68% first-page ranking rate for its exhibitors’ pages, so you can be confident of increasing the global visibility of your brand and boosting international sales leads.
  • Your microsites have additional SEO benefits for your branded sites, too. Backlinks from your ExhOL pages can help the ranking of your own site. Users of the platform consistently see a jump in traffic to their branded sites due to prospects finding them for the first time on ExhOL.
  • Your microsite online exhibition pages convert prospects into leads by encouraging them to contact you for more information or a quote. These sales enquiries go directly to your email inbox.
  • You can also write and translate articles on the platform, allowing you to engage visitors with longer content that positions your brand as an industry expert.

What’s Involved in Getting Started on ExhOL?

Behind the platform is an experienced team of search engine specialists and copywriters. The team provides a complete service that gets your business up and running in 20 languages.

The initial process involves four steps:

1. Research

Search phrase (keyword) research identifies the words customers use to search online for products like yours. An iterative process of shortlisting ensures you get the best search phrases for your ExhOL pages.

This stage ensures your online exhibition pages appear highly in international search results. ExhOL routinely achieves a 68% first-page ranking rate for its exhibitors’ pages, so you can be confident in boosting the visibility of your brand in new markets.

2. Write

An ExhOL copywriter creates your product pages around your chosen phrases. Your input ensures each page accurately captures your business, tone of voice and product specifications. The copywriter’s expertise ensures the text achieves a good translation.

3. Translate

ExhOL combines the expertise of a human writer with the latest translation engine in a process called hybrid computer translation. Translations can be further checked for accuracy using a patent pending reverse-translation tool, which is built into the platform.

You benefit from translations that generate international sales enquiries from the dozens of countries covered by the platform’s 20 languages. These languages have been chosen to achieve the greatest reach possible, covering 84% of world trade at a fraction of the cost of a human translator.

4. Monitor and Improve

Comprehensive marketing reports help you identify your most-profitable markets, languages and search phrases.

When you’ve identified an ideal market, you might decide to commission further research in that language, or you could invite a mother-tongue speaker to review those ExhOL pages to enhance the local appeal. You do so with confidence that you’ll receive maximum return on investment from a lucrative new territory.


ExhOL is available for just £90.00 (+VAT) per month - which covers:

  • 20 product pages.
  • 20 languages.
  • hybrid translation.

Traffic Capture, Analysis and Response.

Having attracted visitors to your site, how do you respond to maximise your sales potential?

The key is to be able to:

  1. Capture the Data.
  2. Analyse the Data.
  3. Respond.

Google Analytics gives you the free tools you need to analyse data for your business in one place, so you can make smarter decisions.

This is a good starting place. However, for more detailed (and in some cases, complementary) analytics, there are a number of other tools available which will analyse traffic to and from your site. Some will then help you use this information to feed your Digital Marketing campaigns; see: The ExportersAlmanac’s:

However, if you are considering using external services, we would recommend that you consider using the services of:

  1. Spotler’s Communigator suite; and
  2. ExhOL.

Spotler’s Communigator Suite provides the following three modules which help you identify and target visitors to your site.

Trial GatorLeads for yourself

No downloads. No installations. No obligations.

Try an unrestricted free two-week trial of this lead generation technology. In the two weeks, you’ll discover:

  • Who the companies on your website are.
  • Who the individuals of those companies are.
  • Their job titles & contact details.
  • What your website visitors are looking at.
  • How interested they are in your business with lead scoring.
  • How to track which marketing campaigns they came from.

Watch the introduction video to find out more about GatorLeads

Identify the individuals on your website and turn them into leads. Find the employees from the companies on your website and discover which key decision maker you should be talking to.

Communigator's website visitor identification software doesn’t just tell you the companies on your website. It tells you the individuals from those companies too.

Then, integrate this information into your CRM system to feed your Digital Marketing Campaign.

See the video: Communigator demo

ExhOL's Analytical Tools

ExhOL provides comprehensive marketing reports to help you identify your most-profitable markets, languages and search phrases. The platform shows you how a person landed on your online exhibition and their movement around your pages, articles and documents.

Available reports include:

  • The number of visitors and leads per month.
  • The countries that your visitors and enquiries come from.
  • Your most-popular products in each language.
  • Where your product pages rank in search engines.
  • The conversion rate of your pages according to language and keyword.

Your online exhibition pages encourage prospects to contact you for more information or a quote. These sales enquiries go directly to your email inbox, so it’s easy for you to respond straight away. As an international lead generation platform, ExhOL allows you to access your current and historical enquiries at any time via your marketing reports.

Your eCommerce Platform Requirements

There is no “one size fits all” or “best of breed solution here” (or at least not yet). Indeed, one of the first steps you need to take is to assess which elements of the sales process you can incorporate online. The best solution for your company will depend upon a variety of factors, namely:

  • The type (and complexity) of goods and services you sell.
  • Whether a sale can be fully negotiated and concluded via a website.
  • Whether payments are to be made via your website.
  • Sales volumes.

User experience is becoming a key differentiator. Poor, slow and cumbersome online journeys will quickly send your buyers away to those sites with easier, seamless services supported by convenient offline options.

Nonetheless, whatever your specific requirements, your eCommerce platform should:

  1. Enhance the customer experience.
  2. Facilitate sales.
  3. Reduce the workload on your sales and admin staff.

Bear in mind that nearly all the best features of B2C eCommerce have applications in the B2B world. By carefully identifying and integrating targeted B2C features that your customers are already familiar with, you can dramatically enhance customer experiences and achieve bottom line gains.

Choosing an eCommerce Platform

There are many eCommerce Platforms to choose from (see: The ExportersAlmanac - eCommerce Platforms). If you are thinking of implementing one for the first time or of changing your current platform, do check these out. Many platforms are focused on B2C eCommerce, so do make sure that the platform proposed meets your requirements; in particular:

  • Functionality: An eCommerce solution that delivers the site structure, functionality, and end-to-end fluidity needed to create truly enjoyable, consumer-like buying experiences – and integrates easily into your back office systems. Not all of the following may be relevant for your business, but they are all worth considering:

  1. Personalised Recommendations: Personalisation features (such as customised product recommendations and best-seller lists) save time for buyers and give B2B brands the opportunity to segment customers in ways that take into account their associations and existing contracts in a more seamless way.
  2. Powerful Search Capabilities: Extensive product catalogues make robust search capabilities an eCommerce essential. B2B eCommerce platforms must provide the same level of convenience as retail operations, offering customers the ability to locate items according to product specifications, price, and availability.
  3. Easy Buyer Experience: Product catalogues are often bursting with a seemingly endless number of items sorted by precise product specifications. In these cases, buyers should have a seamless experience when managing large volumes of information that might assist with the purchase decision.
  4. Buyer and Seller Analytics: In B2B commerce, order tracking, invoicing, and account management tend to be complicated. With an eCommerce platform, B2B companies can easily address those problems. Customers gain visibility of: order history, inventory, and billing deadlines, as well as the ability to easily reorder. At the same time, suppliers can tap into rich analytics that paint a clearer picture of website traffic, buyer behaviour, and ordering patterns.
  5. Ability to Nurture Leads Throughout the Buyer Journey: It is important to nurture online relationships with buyers throughout the sales process.
  • Scalability: This is a key issue in B2B eCommerce. Make sure you build your eCommerce platform not just for current capacity but in a way that allows for future growth (which, hopefully, will be significant).

In summary, to succeed well into the future, your eCommerce platform must be flexible and scalable, and you must be able to control the content, functionality, and look-and-feel of your online store. The benefits of doing so include:

  1. The ability to differentiate your company as a simple, user-friendly solution for B2B procurement.
  2. The opportunity to lower sales, marketing, and customer service costs through better self-service options.
  3. The ability to generate higher website traffic, conversions, and (most importantly) revenue through better cross-sell and up-sell opportunities.