Today, your website must be the most important asset in your sales strategy. For many companies, the web is the first point of Contact with a new potential customer and the centre of their inbound marketing strategy.
A well-made and effective website can be your best seller. Remember that a large number of potential customers complete their investigation, consideration and purchase decision process, even before talking to a sales representative.Where do you think they are when they are looking for information and getting the answers they need to make a decision?
The usefulness of a site: knowing how to make the contents of an interesting site
The first axis to say that awebsite optimizes the user experience is its usefulness, that is to say, its ability to help in the realization of the human activity for which it was designed.
To meet this first condition, it is necessary to determine the expectations and needs of future visitors in their entirety but also in terms of micro-functionality. Indeed, it is these that will trigger decision-making. A useful site can therefore meet a need. Nevertheless, utility alone is not enough to say that a site is ergonomically optimized. Once your user entered your site, it is necessary that it stays there and benefits: usability.
– If your website is not ready, surely they are with your competition.
Do you want your website to be as effective as possible? So, discard the traditional design that you have been applying to your website, forget only to make critical changes every 2 or more years, believe me in this new digital world, you are losing huge sales opportunities.
Whether you are the owner, marketing or sales executive, these are the 5 basic steps that your marketing, Design and Development teams must apply to achieve a machine to generate leads and close sales.
1: Conduct a quantitative investigation and create measurable goals for your website
The first step in any successful web design is to create viable and measurable goals.
First, check the historical performance of each of your web pages:
- Which pages have achieved the highest number of clicks?
- Where do users generally leave your website?
- Which forms have obtained the most subscriptions?
- Which blogs have brought most of the traffic to your website?
The answers to these questions can give you an idea of what works or not with your clients. With that information you should be able to define some of the performance and growth objectives in traffic, as well as trace some ideas on how to achieve those objectives.
2: Define the buyer person to whom your website will be oriented
The buyer person are fictitious representations of your ideal clients that help you focus your efforts so that your content marketing strategy achieves your established goals. So when you write a new blog post or publish a new e-book, these fictional profiles will give you the context on where to point.
Designing your web presence around buyer people is vital to improve the user experience, taking advantage of that knowledge to optimize the design content will make your customers come back for more.
3: Make a wish list about the design features you want to include on your website
Take your time to think about the website you really want:
What features would your customers like and love that your website has?
Brainstorm some functionalities that you would like on your website that includes what you have learned from the previous steps and also based on an investigation about the usability of your current website and do not forget to look for references on the companies’ websites that you consider leaders of your industry. Some ideas you should not forget are:
- Key sections of the web and pages of greater impact
- Marketing tools and resources
- Specific features and functionalities
- Design elements
- User experience changes based on the device from which they will access
Take into account that not all of these elements will be implemented immediately. However, having this complete list from the beginning will help us in the next step.
4: Select the Top 20% of the ideas that will generate the greatest impact on your business results
Now that you have your wish list of things you want to include on your website, it’s time to identify which of these elements will generate more impact than the rest. Defining what is most critical is critical to success.
The elements that you decide to include in your launch web page, will help you start with a microsite that includes only the most critical elements, so that it can be launched as quickly as possible so that you start generating income. This first version of your website does not mean that it has to be absolutely perfect, it is only the starting point for continuous improvements and modifications over time.
Once your site is launched, you can start working on the other elements of your list of desired features along with future improvements.
5: Don’t stop making improvements
One of the greatest benefits of designing a growth-oriented website is that the evolution of this will never stop, since it will be focused on responding to the needs of your customers. As you get new insights, they should be used to improve it. It is not about designing a website and forgetting it, but on the contrary, it is more an active process that keeps the company up to date with what its consumers need.
In that case, a website can function as a first contact channel between your business and your audience. It is a good first impression and essential for that visitor to be effectively transformed into a client in the future. Who would not like to receive a good offer from a restaurant during the weekend?
If you know that you are wasting time and money with your website, it is time to renew it, but leaving behind the traditional approach.