Is your website performing at it's optimal? Do you even know?
There are 6 major components to a flourishing website -
- Website design / conversion architecture
- Search Engine Optimization (SEO)
- Paid marketing, Pay-Per-Click, Sponsored Link
- Email Marketing
- Social Media
- Analytics
This article covers Web Design and Conversion Architecture which is an essential first step in profitable online marketing. It does not matter that there are thousands of visitors coming to your site a day, if it does not make sense to them or they can not find the information they need, you will loose them as a customer or lead.
Before building a website, it is vital to design it based on the different personas that will find it. Persona Marketing is identifying the different personas that may be visiting your site and subsequently identifying what is important to them. As you identify the unique personas, ask yourself the following questions -
- What might be important to them?
- What are their questions?
- And what do they need to move to the after that step?
- Then as you build the page/site content, consider the following -
- Does my content answer their questions?
- Can I with no trouble get my answers somewhere?
- And is the after that step obvious?
There are 2 types of website pages that are built. Both have some common features, like a catchy headline and a call to action, but they have different purposes.
1. Content Page.
A content page is built to provide detailed information about your products and services. These pages don't merely help your visitor determine if you can solve their challenge but also help with Search Engine Optimization (more on this in another article).
2. Landing Pages.
Landing pages are there to convert visitors to a lead or customer. Traffic to landing pages is driven from Pay-per-click, email marketing campaigns, press releases, articles, et cetera. They are about a very specific product or service and have AIDA characteristics.
A.I.D.A
A - Getting Attention - e.G. Engaging headlines
I - Creating Some Interest - short opening statement or paragraph
D - Generating Desire - bullet points, FAB�s
A - Motivating Action - an obvious Call to Action
Nothing is worth doing if you don't test and measure and really spend time to increase the results. Using analytics is essential to your continued success and growth.
Please come back soon for the next article in this series.