Your Web site has two audiences – human and search engine. Now you can meet the needs of both.
Attracting customers is one of the most difficult and costly aspects of selling online, and it's getting more so by the minute. However, just getting visitors to your site is only half of the job.

Once there, your Web site has to do the hard work of turning visitors into customers.

Now, with Web That Works™, you can accomplish both goals – traffic generation and increased sales – by integrating the best of each for optimum, long-term results.

We will help you identify, build, and integrate the strategies and services that, together, will allow you to:
• Get more qualified visitors at an affordable cost with comprehensive Search Engine Marketing services.
• Improve customer service. Customers expect convenient, responsive service, in person and online.
• Get better retention. Having a user-friendly Web site helps to retain existing customers and promote return visits.
• Increase sales. An effective, easy-to-navigate Web site, and using strategic placement of additional items to purchase, special offers, and a more pleasant user experience, can increase the time that a shopper spends on each visit, .

What we provide
• Search Engine Marketing Services
We help you get the most out of "organic" search engine optimization, direct product feeds, and the best pay-for-position programs.
• Marketing Research Services
Our expertise includes conducting "pre-launch" testing, usability labs and online focus groups, Secret Surfers®, customer satisfaction surveys, and competitive intelligence.

Demand more of your Web site – and get it.

Search Engine Marketing
Most uses of the Internet start with a keyword search. It's here – at the search engine entry point – where companies must be most visible, accessible, and dominant. For a Web site to be successful in this area, it takes judicious use of all three core Search Engine Marketing strategies:
• "Organic" Search Engine Optimization
• Pay-for-Position Program Management, such as Overture and Google AdWords
• Direct Product Feed Program Management, such as the Overture Site Match Exchange program

Are you happy with your Web site's conversion rate? If not, take advantage of our proven Decision Direct Research to improve the web experience your visitors encounter.

Marketing Research Programs and Human Usability
Creating and maintaining your Web site is expensive and driving prospects and customers to your Web site has gotten more expensive, too. So, it's critical to make sure that your visitors encounter the best possible experience when they arrive. You have only a split second to meet their initial expectations and then usher them deeper into your site – to shop, to register, or to do whatever it is that spells "success" for your Web site.

Marketing Research Programs
Web That Works™ offers several ways for a company to better understand how people use a site. With Web That Works™, we will provide an initial phone consultation at no charge, to help you determine which program will work best for your unique situation.

Case Study: Garnet Hill

Creating, updating, and maintaining your Web site is expensive, and driving prospects and customers to your Web site gets expensive, too. So it's critical to make sure that your visitors encounter the best possible experience when they arrive. You have only a split second to meet their initial expectations and then usher them deeper into your site – to shop, to register, or to do whatever it is that spells "success" for your Web site.

Below is a case study on one of Web That Works's first catalog clients – Garnet Hill – whose site has achieved success through the use of Web That Works™ strategies and services..

Situation
Garnet Hill has long been recognized as a leader in natural fiber products, with its merchandise evolving from linens to apparel and home goods.

In May 2000, Garnet Hill management was readying its first Web site, and wanted to make certain that it met its customers' needs on their first visit by providing an easy-to-understand and easy-to-navigate site. As with the catalog, Garnet Hill wanted to make sure that its customers would find what they wanted easily, to encourage the initial purchase as well as repeat purchases.

Garnet Hill's management also wanted to increase the visibility of the Web site as much as possible while working within a realistic budget. For example, they wanted to make certain that if an Internet user typed "percale sheets" or "natural fiber clothes" into a search engine, that Garnet Hill would be at the top of the list.

Recommendation
Garnet Hill contacted Millard Group to discuss the situation. Millard recommended that Garnet Hill maximize the new Web site by addressing two key issues: usability and search marketing – the key components for Web That Works™.

Why did Garnet Hill decide to go ahead with the Web That Works™? According to Brenda Royce, Director of Circulation and E-Commerce at Garnet Hill, it was "because we spent a lot of time and money building the site, and we knew that we were too close to it. We needed customer views on the presentation, processes, functionality, and navigation. We learned a lot of things about the site that we wanted to adjust right away to make the shopping experience easier for our customers.

"Also, the Web site is one of the most visible representations of the Garnet Hill brand. We wanted to make certain that it met our customers' expectations the first time they came to the site," continued Royce.

Usability labs were conducted with both current Garnet Hill customers who typically shop online as well as non-customers who shop online and who fit the general Garnet Hill buyer description.

Some of the specifics that the Garnet Hill team learned include: • The home page did not accurately and immediately convey the Garnet Hill product profile and branding to prospects.
• While the shopping process worked relatively well, customers found the shopping basket page to be too cluttered, and wanted more complete shipping information presented earlier in the check-out process.
• Some participants found the site's terminology and icons unclear and confusing.

Once the usability labs were completed, many changes were made to the site immediately. Garnet Hill management learned a lot from the user groups, and it tried to implement as much as possible right away. It has also found that it continues to implement some of the ideas that came from those sessions nearly four years ago. In hindsight, Royce says, "We should have done the usability labs a lot earlier in the [design] process."

The Role of SEO
Once the site was optimized for its human visitors, it was time to optimize it for the search engines, which send out "spiders" to index the web site. For this, the recommendation was to use search engine optimization (SEO) strategies to drive more qualified traffic to the web site. "Regarding SEO, we initially signed up for 50 keywords and soon increased it to 75. We feel that Garnet Hill is a leader in natural fiber products, so we want to do whatever we can to make sure people find us. It's very important for our brand," said Royce.

"SEO is a tricky process in terms of determining the exact words to choose, how to monitor the search engines, and how to police the links," Royce continued. "Now we rely on Web That Works™ to provide this for us on a regular basis since, given our staff size, we just don't have the resources to do what needs to happen to have a good SEO program internally."

Summary
Improving user experience can increase both revenue and customer satisfaction while lowering costs. To maximize the return on your design investments, you need to test user scenarios, identify barriers to success, and target high-impact fixes, along with making your site as accessible as possible. When this is accomplished, increase traffic to the site through search engine strategies, for increased sales.

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