Buyer's Journey on a Website
When potential customers or clients visit a new website, they usually have a specific journey of viewing your content and marketing materials before placing a call for your services. In fact, many potential leads are likely to have already made a decision on whether or not they want to request your services by the time that they place a call. Because of this, it is commonly estimated that about 70 percent of buyers already know what they want and have done the research beforehand. This means that the majority of the buyer's journey is happening on your website, and it’s important for you to focus on this in order to have leads come in and call you. With that in mind, here are some tips and tricks you can use so that buyer's will complete the buyer's journey on your website and approach you for your products and services.
Start from the Beginning
At the beginning of the buyer’s journey, your buyer is most likely unaware of your company and what they do, and the fact that they have a need of your products or services. At this stage, you need to create awareness for your products and services so that potential customers and clients will not only understand that you can do, but also understand how you can help them. Craft the content on your website to focus on your potential clients and customers’ needs and frustrations rather than just touting your achievements and brand. This will allow potential clients and customers to relate with you on a more personal level and start to think of you as someone that can help them.
Optimize Your Business on Google
In the buyer's journey, discovery is key, and there is no greater platform for discovery than Google. When potential customers or clients begin researching a need they think they have on Google, they are typically using general search terms to explore what options are available in their area. At this stage, they are usually looking for customer reviews, testimonials and other metrics that will show them whether they think you are a good fit for them.
You need to make sure that these resources are available within the content of your website, as this will encourage customers to call you and take your inbound marketing strategy to the next level. It may be a good idea to use a marketing automation tool so that you can track conversion rates and bounce rates, and see what content people are looking at on your website. It's never too early to start gathering this information, as you can use it in your marketing and content creation efforts down the road.
Once you have these resources in place, you will be best suited to handle the buyer's journey from potential customers and clients. Remember that anyone who is looking for a product and services has many options at their disposal, so developing an inbound marketing strategy is key. You need to take these glut of options into consideration, and use the content on your website to tell a story and evangelize while acting as a resource for potential customers and clients.
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