It may seem that your web site exists in a vacuum. You work on it, tweak it, think about it… it takes up a lot of headspace. But the longer we look at something; the small details come into sharp focus, but usually at the expense of the bigger picture.
Here are a few tips to define your goals so you can keep them embedded in your strategy every step of the way.
- Who. Understand the person most likely to buy your services or products. If you have a broad range of buyer profiles, consider a large brand strategy that utilizes specific landing pages that target your markets. But most of the time, there is a specific demographic that is drawn to your brand. They have already softened themselves to your message. And that means fewer marketing dollars.
- What. Define the value of your service or product.
- Why. What is the benefit to your customer? Let them know what they will get out of if and how it will ultimately improve their life, whether it is savings, convenience, or vanity.
- Why not. Know and understand the roadblocks that keep someone from buying from you. Get to the heart of consumer indifference and address it honestly and straightforward.
- Where. Find out what site and messages your traffic has just seen. There may be telling insights as to what they will expect to see when they get to your site.
- Call-to-Action. If a visitor to your site only does ONE thing…what would you want that to be? Develop a call to action that pushes the consumer where you want them to go. Is it to call, or to visit a location? Whatever it is, funnel your website’s information to enforce this message.
These are just a few basic questions to ask and strategies to execute. Design, analytics, search engine marketing, upselling/reselling, database options, e-commerce, email blast campaigns, etc., are just a few of the tactics that are needed for a successful web presence. If you want to improve your website’s performance please contact us at 615-898-1496.