We find that quite often, businesses develop their websites without any real plan, adding pages as and when with no thought as to how they affect the structure of the site.
When planning a website, we think of it as a conversation – the sort your sales team have with potential customers. Every page is an answer to a customer’s question and every link is a question they might have.
Ultimately, you want your pages’ content to guide as much of your market as possible through to the final question – “Where do I pay for this?”
Using tools like Google Analytics, you can actually chart the customer’s journey through your site and see where they veer off your preferred path – and where they leave entirely. You can see which of your conversational gambits work, and which don’t.
Armed with that data, you can sit down and retool your site, encouraging a smoother journey. This is at the heart of conventional CRO techniques. We recommend talking to the best of your sales team and reviewing market research – you want to know what questions your market wants answers to, and you want to know what the best answers are.
Remember that the conversation starts in many ways. Website content should be created for each opening gambit – but always remember, if you try to handle too much on one page, everything gets drowned. Your site should deal with one or two ideas per page, clearly presented.
With good SEO, potential customers will find the page that’s relevant to their first question and start their conversation. A well-designed site will guide them easily through the customer journey, and strong content will keep them engaged and lead them to convert into customers.
Everything on your site should be there for a reason. It might be to attract visitors to your site, or to encourage them on their journey. It might be a blog post about an event relevant to your business or customers, or it might be a page that discusses the market you support and offers solutions to common problems.
By focusing on one purpose per page, you can ensure that the content keeps people interested, and you can make sure that the links onward from it will hold your customers’ interest.
A sales executive on a shop floor or a phone line can pick up clues to zero in on a given customer’s concerns and selling points. The equivalent for your website is site traffic data.
Here at novi, our copywriting strategies are informed by site data and by our clients’ needs, weaknesses, and goals. We use content as part of a wider strategy to help our clients achieve success.