Many organizations have developed and grown based on great customer relationships.
But will that direction, without an effective web strategy, sustain you in the future? What if a customer refers an associate to your company and the first step is to check out your website. What would they think?
Three Factors That Influence User Engagement1 Design - Outdated fonts, flash content and a site that doesn’t open uniformly on unique devices, screams outdated. An outdated site won’t encourage your audience to learn more about you.
2 Organization - The most important factor in website design is making it easy for users to find what they need. That starts with navigation. Like a restaurant with dozens of food choices, a website with too many menu options decreases the ability for a user to find what they need.
3 Content - Ultimately, users visit a website to obtain useful information. A content rich experience that answers questions, the questions buyers have as they make their journey through the purchasing process, will encourage the reader to return.
These 9 website improvements will encourage prospects to engage with your company.
The Consumer Determines When and How to Interact with a SellerIn today’s online world, 57% of a purchase decision is made before a buyer even contacts a seller!
An Effective Web Strategy is Crucial to Connecting With These Prospects
Your web strategy should align to your overall business strategy. When developing your objective, think about the mission you expect your website to serve. For example:
- What is your primary target audience?
- What will you deliver to your audience?
- What is the desired outcome?
Quantifying your objective is the first step and will allow you to develop a web strategy that connects with your audience.
Buyers look for information that coincides with where they are in the purchasing process. Educational information, solution guides, vendor comparisons and implementation plans were provided in the past by an account team. Today, the prospect looks for that content online.
Don't forget about buyers who know you. An effective web strategy allows them to find out more about you online. How often do you present a new capability to a buyer but for a variety of reasons it doesn’t resonate at that moment? Buyers need information, when they need the information. Today, they find it online.
Does your website stand up to the test?See Where Your Site Ranks