| Strategy | Rationale | Expense |
Relative Cost In Dollars | Relative Cost In Effort | Cost of Inaction | Impact Horizon | |
| PPC Advertising – though relatively costly, can garner immediate results in terms of traffic. However, the moment you stop advertising is the moment you stop benefiting from PPC. | Increases Quantity of Leads via Increasing Site Traffic via Paid Inclusion in Search Engine “Results” | Ongoing | High | High | Visible | Immediate | |
| Offsite SEO – can be regarded as an advertising cost, especially for directory listings which need to be renewed. On the other hand, many links are a one-time investment, requiring no annual subscription fee. | Increases Quantity of Leads via Increasing Traffic via Increasing Site’s rank in the Search Engines | Periodic | Low | High | Visible | Long Term | |
| Onsite SEO – requiring time and patience, but delivering long-term benefits in the form of increased traffic and liberating you to some extent or another from the expense of ongoing PPC advertising. | Increases Quantity of Leads via Increasing Traffic via Increasing Site’s rank in the Search Engines | Periodic | Moderate | High | High | Long Term | |
| Lead Capture Optimization – When compared to PPC and SEO, LCO is an extremely low-cost endeavor which can increase the amount of leads harvested from a website exponentially. In addition, LCO is similar to PPC in the sense that results are instantaneous. It is dissimilar in that it is not an advertising expense, and does not include ongoing recurring costs. | Increases Quantity of Leads via Improving/ Including On-site Lead Capture Mechanisms |
One-Time | Low | Low | High | Immediate | |
| User Path Optimization – In some cases only nominal changes are required. In other cases, the necessary remedy may be revamping the entirety of the site (a new site altogether). Nevertheless, a site which is nonsensical to visitors or even marginally difficult to navigate or make sense of from the visitor’s standpoint can impede profits in untold ways. | Increases Quantity of Leads via Improving the usability of a site, guiding specific types of users to specific calls-to-action | One-Time | Moderate | Moderate | High | Immediate | |
| Cross Promotion – simply the “art” of maximizing your site’s exposure via already paid-for channels, such as newsletters, business cards, on-hold messages, voicemail greetings, email signatures, invoices, and the like. | Increases Quantity of Leads via Increasing Site Traffic via Inclusion in ongoing advertising outlays | One-Time | Low | Low | Variable | Immediate | |
| Increasing Sales Conversion % – the analysis relating to diagnosing where problems exist and the effort it takes to remedy them can require a good deal of time, effort, training, and discipline. However, the costs associated with doing nothing in this regard are often significantly higher than taking action to correct a less-than-optimal situation. In this sense, one should consider this an ongoing internal project. | Increases Closing percentage of Leads | N/A | Moderate | High | High | Mid-Term | |
| Increase Net Profit per Transaction – also requires a good deal of analysis, from personnel to sales methodology. In some cases, the time investment is minimal. In other cases, the exercise can reveal massive inefficiencies. | Increases profit | N/A | Low | High | Variable | Mid-Term | |
| Decrease Expense per Transaction | Increases profit – Increasing Net Profit by another name | N/A | Low | High | Variable | Mid-Term |