Your website design is critical to the success in using digital marketing as part of your marketing plan.
In his book ‘The 7 Habits of Highly effective People’, Steven Covey reveals habit number two to be ‘Begin with the End in Mind’, so that’s where you will start, be clear on what you want your visitor to do, when they visit your website!
The most important thing you must do before you do anything with your website is to have a clear view of what you want the customer to do once that they visited your site.
Do you want them to call, send an email, request more information or even buy your product or service.
Most websites don’t have this focus, they are simply all gloss with nothing to say and worse nothing for the customer to do!
So the customer just happens onto your site, looks around for a while and leaves, with you slipping our of their mind as quickly as magazine article scanned while sitting in a waiting room.
Decide what you want your customer to.
This is the first step in your sales cycle so make a small, clear and easy one.
Know Your Customer
Create a clear view of your customer.
What stage of life are they in?
Where do they live?
What do they for a living?
What are their important values and beliefs?
What are their hopes and fears?
Develop as detailed a profile of your customer as possible.
This is known as a customer avatar. Giving you customer avatar a name and even creating an image of them will really help bring the them to life.
The biggest mistake many companies make is saying that everyone is a potential customer, selling to everyone is selling to no-one.
To be effective you must sell to one person – Your Avatar
Target the Right Keywords
Your customers are online looking for you! Make sure you meet them where they are looking!
A high proportion of them are searching Google trying to find answers, Google has 70% of all Search Traffic, so Google is the best place to start.
Use the Google keyword tool to get an inside track on what your potential customer is searching for online. This tool provides historical analysis of what people are searching for online.
So now we have a solid base for moving forward, we have:
The action we want the customer to take once they visit our website
Our customer avatar which we use see the our potential customer as a real person
The keywords they are using on Google to find us
Now we can design a website that helps our customers!
Patrick Cumiskey is the founder of the Business Owners Academy.
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