Effective Marketing of Your Website.
Once you know your customers, you can target them more effectively as you’ll be able to guess what keywords they’re most likely to type into a search bar when looking for products and services like yours. Create a list of these keywords and make sure you include them in the content on your pages. Your website builder optimisation system can then pick out the best keywords and optimise your pages with them. Your target audience will then be able to find you as and when they need you.
“The aim of marketing is to know and understand your customers so well that your products and / or services fit them perfectly and sell themselves.”
Once you’ve attracted and targeted your perfect customers, the next step is to gain and hold their interest. If you’re going to meet the goals you’ve set for your website and obtain the best possible outcome, then your website needs to guide your customers on a simple but interesting journey. As they move through your website they should become more and more convinced about your proposition and more and more willing to act in the way you want them to. The simplicity of your site’s navigation, the words in your headings, the style and quantity of images should all be geared towards removing any reservations and building confidence in you, your company and your products and / or services.
The quality of the customer journey you create can be perfected by how well you really know
and understand your customers. Do you know how they think? Do you know what they want and need? Do you know how they will react to information you give them? Do you know how to word the ideas and information so that they’ll be more enticing? Do your customers want pictures or words? Do they prefer style or lots of information?
Never forget that the website is not for you but for your customer.
For example, let’s look at the perfect customer journey through a local builder’s website.
The main aim of his website is to gain more customers and to do this he needs to target home owners or property developers with relevant keywords..
The customer needs to see at a glance the kinds of work he specializes in. On the services pages, pictures should be included next to each service offered to save people time.
The home page should show who he is, what he does and what makes him special. A picture of the builder with some smiling clients will instantly show that’s he’s friendly and makes his customers happy. Pictures of the company vans with logo’s if available will show a professional outfit.
Previous work, projects or case studies should be one click away so that potential clients can see what he has produced before and to start building reassurance by showing the quality of his work.
Comparisons of the work done and perhaps how they have resulted in increased value of
Homes could also be included.
Testimonials should also be one click away from the home page so potential customers can read genuine feedback from previous customers – again building reassurance and confidence.
Contact should be simple and should be featured on every page. Big bold contact numbers or email links. A quick link to your main contact page with its built in reply form should be highly visible throughout the site. Perhaps an image that says ‘Call for a quote now’, linked to your contact page.
Essentially – Who you are - What you Do - What you’ve done before - Client Recommendations and How to get in touch. Keep it simple!