Is your knowledge with digital marketing one of frustration and disappointment? Have you spent hours on getting it right and thousands of dollars only to see little or no results? The reason most likely is that your goal was to have a great looking website. One that would impress the visitor and tell them about all the great things your company can do.
Your best chance for the results you want is to answer the questions they have. The most common of these are:
- Are you credible?
- How much is this going to cost?
- What are my choices, and what are the pros and cons of each?
- How do I pick the best options for me?
- Want can go wrong during the process?
The first step is figuring out who your customer is.
The foundational work to accomplish this is the CVO (Customer Value Journey}. DigitalMarketer (DM), developed the CVO will answer whom you are looking to connect with, what motivates them, how they are feeling, and how they want to feel.
Once you know this, you can write to them rather than at them. The reader will feel as if you understand them and will feel connected. Your company will become the benchmark that the other companies will be measured.
Throughout your website, you’ll be moving them through the customer value journey, connecting at an ever-higher level. During the process, they will be sharing more information which will allow us to message them based on where they are in there decision-making process. With well thought out CTA’s (call to actions), the reader will be invited to move to the next level throughout there journey.
Now that you have the messaging right, you can design the home page.
There is a concept called the high converting home page, developed based on research on thousands of home pages by DM. The purpose is to answer the most critical questions immediately upon the prospect arriving on your home page. These are can you be trusted, and can you do what I want.
Only after the prospect has become comfortable with your company and decided you can be trusted and capable. Site structure is critical at this point, making it easy for the lead to navigate to the areas they are interested in learning. Along the way, they are invited to connect at a higher level through CTA’s and a disperse set of content such as videos and infographics.
With the completion of the messaging, you can now move onto the technical parts of Webdesign. Mainly making sure the structure is complying with Google webmaster guidelines so Google can crawl your site quickly, making your site lightning fast and mobile responsive.
Using the keywords developed during the CVJ you’ll need to plot out what content needs creating so you can answer the questions your site visitor has, and when they are asking Google for the answer, they’re directed to your site.
With your website becoming a magnet for the ideal clients you are looking for, you can go to the next phase of your marketing which is moving the prospect from being interested in your product or service to having a buying conversation with you.