Your website is at the center, or the hub, of your marketing plan whether you are driving customers and prospects there via outbound campaigns or they are coming organically on their own. It should have a clear focus and help move your prospects through the buying journey, at their own pace, so that they become customers.
Each page on your website must have a clearly thought out message and call-to-action. When building your site, it is helpful to understand how someone might get to a particular page and ensure that your call-to-action is in alignment with where they are in the buyer’s journey. For example, someone landing on a page from an email campaign is likely already aware of your business and should receive a call-to-action that is further into the buying journey than someone who is first landing on your homepage for the first time.
For every business, that buying journey will be different, however the process for defining that buying journey will be similar for must businesses and starts with thorough understanding who your customers are and what they are buying from you.
Here are some questions that you should ask:
- Who is my customer?
- What are they truly buying? In some cases, it might not be what you think!
- Are there other decision makers? If so, who is the primary decision maker?
- What are their pain points? How can my product, service or expertise help?
- What does the typical buying process look like? Does it happen online or offline? Howlong is it?
- How does my customer prefer to communicate with me?
Remember, regardless of how people initially learn about your company, 70-80% [of people] will search for additional information on their own so it is important to ensure that your website doesn’t stand alone and is fully integrated into your marketing strategy.
If you have questions about how your website fits into your marketing strategy, please feel free to contact us: firstname.lastname@example.org.