"If your site talks about ‘hummingbirds,’ and someone searches for ‘hummingbirds,’ your site will be compared against all the other web pages containing ‘hummingbirds.’"

"I don’t care about hummingbirds, I want home mortgage customers!" Stephen said.

I went on, "OK, but you have to know that the engines are absolute in their analysis and ranking of your site. So if you have on your page, ‘home mortgages’ this, and ‘home mortgages’ that and someone looks for ‘home mortgages,’ you have a chance of being found. You can greatly improve your rankings by preparing and writing your site in a manner that makes it easy for the search engines to understand your site and thus, score your site."

"Now here is where it gets a bit tricky," I continued. Assume your site has ‘home mortgages’ all over it, and your perfect client goes to a search engine and types instead the words ‘home loans.’ Well, your site is ‘home mortgages’ and the customer is looking for ‘home loans,’ so there is NO match.

Even though you have what the customer is looking for, you WILL NOT be found. This costs web site owners thousands and 

"Yes, you have to have what people are seeking," I replied. "But, it gets even trickier… Some search engines are so absolute that the exact word has to match, so if you have ‘home mortgages’ on your site and your potential visitor types the singular version ‘home mortgage,’ you WILL NOT match. Some search engines are case sensitive, so if a customer types HOME LOAN, or Home Loans, or home loan, you will get entirely different results."

"OK, you worry about that," Stephen said, "let’s get back to my return on investment."

"Let me address your return on investment (ROI) question." I said, trying to tie it all together.

"Let me give you an example. I had a client come to me with the same set of questions you have, except her company had already spent a considerable amount of time and money (about $12,000) designing her mortgage web site. The only problem was... a major problem. She wasn’t getting any business."

"I am not sure if the internet works,’ she said. ‘I just spent $100 for a company to submit my web site to every search engine out there… and nothing, no business.’ I told

"She went on and said , ‘I have a great site and nobody signs up for loans.’ She mistakenly believed that simply having a web site would yield additional business. She believed in the internet myth, Build it and they shall come. Unfortunately this was not true, no more than it is in the real world. The only people who are going to come is your mother and a couple of employees, nobody else is going to know you even exist ... buried in 50 million other pages. To succeed on the net, your company has to effectively market themselves in this new media."

I continued by saying, "After many weeks of hard work, we helped redesign her entire web site. We finally got this corporate mortgage client ranked at the top of many of the major search engines. It just so happens that as soon as we obtained our first ranking, a perfect customer was looking for a home construction loan on the Internet. We were at the right place, at the right time."

"Her potential loan customer went to a search engine and typed in a key word phrase and up popped her web site, ranked within the top 10 out of 4.7 million web pages. This customer liked what he saw and contacted our mortgage client via their tollfree number. Within 30 minutes of talking with a loan officer, this customer had given his financial information over the telephone and a credit check had been completed."

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