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Getting More Out Of Your Website Through The Buying Cycle

Getting More Out Of Your Website Through The Buying Cycle

In the last post, you learned the five steps of the buying cycle. As you might remember, the customer's journey includes:

  • Becoming aware of the need for a product or service
  • Conducting research to explore how to fulfill that need
  • Alleviation of risk to determine where to buy
  • The decision to make a purchase
  • Retention and satisfaction with the product or service

For you as a company, it is important to support your customer in each of the stages. An excellent tool to do so is your website - check out this article to learn more about how your website can be of use during each of the five steps.

Certain basic information need to be available for prospects during each of the five steps, including:

  • Business name and owner as well as the logo
  • Simple, clear and short headline as well as subheading
  • Calls-to-Action - what do you want your customer to do - call, visit, or shop?
  • Great and authentic images related to your business

The Blog Function - Creating Awareness with High-Quality Content

With social media, it’s less about the what (your product), and more about the why. Why are you in business? Why do you sell your product? Profit is the only reason - you need to care about the customers and their needs!

Your blog can help you explain this.

Think about which problems your customers and prospects have and how you can solve them. Dig deeper and get creative to show your audience that you truly care - and that your caring is not only based on sales figures! Establish yourself as an expert in a subject when placing a desire for your products or services in your customer's head!

Instead of only talking about your product, try to create a context. If you are a boutique that sells clothing, educate your prospects about your newest collection, but also give useful extra information. Talk about colors that go well together, what types of clothes fit which body type, and the newest trends for the summer. From articles to infographics, videos, and tutorials - everything works!

The 70/20/10 rule can help you to build your content. Your content should include 70% information (industry news, business tips, tutorials, etc.), for 20% of the content you should share posts and ideas of others (make sure you give credit!), and only 10% should promote your business!

To increase the reach of your blog, use your other social media accounts for promotional purposes! Make sure you include a URL within your social media posts!

The Homepage - Your Digital Business Card

After seeing your blog and getting aware of your products or services, prospects move on to the second research phase. Your website is your digital business card - and especially during the research phase prospects turn to your homepage to get an overview of your business and what you have to offer.

Your homepage is a summary of your website. It contains a short and sharp summary of each of your other pages. For example, it can contain information about your products or services, values, and missions as well as your unique selling proposition.

The Service or Product Page(s) - In-Depth Information on What You Have to Offer

Potential customers have gotten an overview of who you are and what you have to offer on your homepage. Now they want to dig deeper. Prospects are looking for information about your products or services.

Prospects might be asking:

  • What product or service will I get?
  • What happens if I don’t like it the service or the product is not working?
  • How will I use the product after purchase?

Here is information that your service- or product-page(s) could include

  • Features and details of the product
  • Technical specifications
  • Materials you use
  • Quality promises
  • Additional services you provide

Offering of demos, free trials, limited time offers and detailed information on your service- or product-page(s) will help to eliminate risk.

Do You Need a Policies Page? It’s Recommended If You Are an Online Shop!

For some businesses - especially companies with an online shop/e-commerce, a policy page is a helpful tool to have all policies gathered on one page. The policies page could include details about shipping, guarantees, warranty, return and delivery times. However, if you do not have an online shop, this information can be included in the service or product page(s).

The Contact Page - Different Ways Your Customers Can Reach You

The contact page should include every possible way customers can communicate with you. Information to include is your physical address, telephone number, opening hours, the area you serve, as well as your email address, and a contact form. Make sure all information on this page is up-to-date so possible clients can get a hold of you!

The “About Us” Page - Introduce Yourself and Be Authentic

The prospects now know which service and products you have to offer. And they are almost ready to buy. But buying a product from an unknown business for the first time contains a certain risk level. Prospects are wondering if your company does exist, is reliable, and if you provide good services or products. The “About Us” page is essential to answering those questions and to building trust. Turn your website visitors to buying customers by being as trustworthy as possible!

Your “About Us” page should include:

  • Short company description including years you have been in business
  • Reasons you are in business, your values, and your mission.
  • Unique selling proposition: why you are different and special (skills, product/service, etc.)
  • Photos of your staff and your office building
  • Benefits why prospects should choose you over competitors
  • Success indicators like awards, certifications, etc.
  • Reviews (Learn on how to add reviews to your “About Us”-page HERE)

The “Reviews” Page - Social Proof is Crucial to Build Trust

Word-of-mouth marketing is vital for building trust. Authentic customer quotes, success stories, or testimonials are more trustworthy to customers than advertising! Thus, it is necessary to have good reviews. Start today and ask satisfied customers to leave a review on your website!

Following Up/Retention

The customer bought your product, but the work doesn’t stop there! The customers will now be asking: Should I buy again from this company and should I recommend it to a friend? Make sure you keep your social media and blog up-to-date to keep customers interested in what you’re doing. You could also think about adding an FAQ page to your website.

Make sure you provide the right information to make a single purchase to a repeated purchase and turn your customers into promoters

Post Tags:Marketing Tips

Anna Hermes

Contributor Anna Hermes

Anna Hermes is a Marketing Intern at Flower Shop Network and Atwill Media. She will graduate from Arkansas State University in May 2016 with a Master's of Science degree in Mass Communication with an emphasis in Journalism.

When not writing or designing websites. Anna enjoys traveling and fitness, as well as spending time with friends and family.

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