Your website is one of the most, if not the most important marketing channel to attract and engage your target audience. A whopping 90% of searchers haven’t made their mind up about a brand before starting their search. You’re therefore in a very powerful position. If you get your search and engagement strategy spot on then you’ll stand out against the competition.
Refreshing your entire website is a big deal. It’s expensive and time consuming. Spend your money and time wisely and you’ll have a website that stands the test of time and that consistently generates you good quality leads. Here are our top tips to help you to do just that…
Understand your customer’s journey and maximise UX
To truly optimise the user experience (UX) firstly we need to understand how our customers think and what makes them tick. Most people think they understand their customers but they fail to gather evidence for solid decision-making.
For instance, what can you learn from your existing Google Analytics? What pages and content are users most interested in? Have you done any research with existing clients to understand what resonates with them when looking at a supplier’s website? We can also look at mapping out customer personas and completing empathy maps to place ourselves in our customers’ shoes and to understand how they think and what they want.
All of this intel will lead to ensuring the best strategic placement of your content, navigation, lead generation and calls to action.
Tell a powerful story
Remember we all have short attention spans. You’ll want to hook your audience in within the first few seconds. Starting with your purpose, why you exist and what you believe in as a brand is a powerful starting point. Make sure you have considered what your different target audience might be looking for and make sure you have messages or a planned website journey for each of them.
Ensure that you evidence why clients should choose you. In these uncertain times, confidence becomes low and we naturally increasingly challenge how we invest our time and money. Make sure you have given your prospective clients a compelling reason to choose your brand. Video, podcasts, thought leadership blogs, case studies and photographs of your team in action on your website, all help to build trust and buy-in.
Set a solid search strategy
A search strategy directly relates back to understanding your customer and how they think. We use digital platforms to uncover the most searched for keywords and phrases. But we also go deeper than that by doing customer research and placing ourselves in their shoes to generate content that answers their search queries. Early in the process we map out the most appropriate keywords and search terms and embed these to maximise success across your website.
This article includes a few of our top tips to help brands to invest wisely during these challenging times. Every website challenge is different and please contact firstname.lastname@example.org for individual advice on your website objectives.