Your website strategy is about being clear on what we need your 24/7 salesperson to do for each of your target audiences, and what user journey each segment of your target audience will need & want in order for them to engage and convert. For example, a 33-year-old male will have very different needs than a 69-year-old female, yet they both may be interested in your products or services, therefore our strategy should incorporate:
Core messages:
Research shows that content “above the fold” attracts the most attention – your core messages should be given priority location on every page and sit above the fold. You want to make sure that your website homepage features all of your core messages in a simple and easy to digest format.
Value Proposition: This is a statement about what value you provide to your customer.
Sales Propositions: This is where you can demonstrate an understanding of the key challenges your audience face, and provide insights into the solutions you can provide.
Unique Selling Propositions: This is what makes you unique and are the reasons why your target audience should choose you over your competitors.
Website appearance:
Your website needs to be visually stunning but also practical. Using the white space, bullet points, colour/buttons/typography (to differentiate things like hyperlinks or calls to action) and images to break up the page and make it easy to read.
UX / navigation:
Google Analytics is going to reveal a lot about who your website visitors are and how they are interacting with your website. Think about how patient you are when you’re navigating the world wide web. If you can’t find what you’re looking for in a matter of seconds, bang – you’re out of there. With this in mind, you need to make accessing, navigating and interacting with your website as simple and easy as possible. Things to think about include:
Page speed – the quicker the better.
Simplifying forms – Literally nobody wants to fill in loads of information. The simpler the better.
Contact us (phone, email, live chat/messenger) – think about how and when people may want to get in touch.
Seamless checkout / enquiry process – where are the drop out points in your path to purchase and what is the cause? Using Google Analytics to find the answer to these questions can help uncover obstacles or issues that you may have otherwise been unaware of, such as issues with the website setup/structure, an over-complicated checkout process, or shipping cost.
Calls to Action (CTA) – Each page should deliberately lead the user to the next phase in the customer journey. Think about what action you want the user to take after visiting each page of your website, and ensure the CTA features throughout and again at the end of the page in a simple and clear format.
