HOW TO CREATE A WEBSITE BY THE BUYER'S JOURNEY

The conversion funnel can be seen as the sales funnel, and a website can be created by that funnel. This funnel consists of what's needed in today's world - knowing, engaging and taking an audience on a journey. Even though this isn't a new concept, most websites are still sales-focused and very promotional. MCA's website services make use of an integrated approach that engages users in creative ways. By veering away from a strict, promotional method and offering initial advice by providing useful information, clients are more likely to approach your business for further aid. An integrated approach can lead to a conversion funnel that effectively captures a new audience. The best way to take a person down the conversion funnel is by conducting these steps:

#1 - REVIEW THE TYPES OF PAGES ON YOUR WEBSITE

The modern-day sales and marketing funnel consists of stages - awareness, interest, consideration, intent, evaluation and purchase. Every web page has a purpose and targets a different stage in the funnel. A welcome page can initiate the awareness stage, whereas webpages that describe different aspects of the business can serve as motivators for the following stages.

AWARENESS

The awareness stage is the uppermost stage of the funnel. The people in this stage are using keywords to do research and answer questions. Your blog and e-learning center would be beneficial to the people in this stage. The information provided on these pages is the initial representation of your business and raise awareness on the services it provides through insightful professional advice and a method of contacting for further aid. E-learning consists of webinars and research that would answer questions searched by prospective clients, while your blog posts would be using long-tail keywords to get that low-hanging fruit.

Not a lot of companies go after these keywords in their organic efforts; so, if used properly, these keywords can create more web traffic by targeting small groups of searchers. While these keywords tend to have lower search volume, they can be great for establishing trust and authority with a new audience. Because the audience is being directed towards the page for information they are seeking, it is more likely they will contact a business that provides them with clear and insightful information.

INTEREST

This is where you can start engaging with the audience and positioning yourself as a leader in the market by providing targeted content through your e-learning center. These web pages are where you can automate emails by what your audience is doing on the website. For example, if someone downloaded a white paper, send them an email series further expanding that topic while trying to get them to that next stage in the funnel. This section of your site helps target the specific needs of interested parties, increasing the likelihood of new clients contacting your business.

CONSIDERATION

The product category pages on your website would be ideal for the people in this stage. They are looking for product information and reviews. While these may be prospective customers, remember that the person could have entered the stage without knowing your brand. Therefore, trust symbols will be important to establish credibility - affiliations, certifications, awards and testimonials. While it is important to market to prospective customers, creating pages that advertise products efficiently attracts interested parties from various channels.

INTENT

Your product pages are for the people in the intent stage. They are looking for product demos and want to speak to a salesperson. The people at this stage are demonstrating an interest in your product, so this is where you need to make a strong case of why they need to buy your product by listing competitive advantages. The sales and marketing team really need to work together to be successful in the evaluation stage, and the sales team takes over in the purchase stage.

#2 - GROUP KEYWORDS BY SEARCH INTENT

Search intent is for people, and keyword placement is for robots. Everyone has a purpose behind why they are searching and that's why you need to create intent keyword groups. This will require you to really know your audience. Two people can use different keywords but have the same intent, which is why you need to take those similar keywords and group them. Identifying these keywords places those people in the same group on the basis of their intent and allows your marketing to efficiently target potential customers. Where you'll place those keywords on your website will depend on the stage. For example, someone searching for a question should be sent to a blog post answering that question.

#3 - START CREATING CONTENT

Content is key to providing what your audience is searching for on the web. Different types of content on your website will generate a different number of leads. Content is needed to create white papers, e-books, blog posts and more. Content is what draws potential users in and represents your business.

Today's digital marketing requires a deep understanding of your audience, and there are tools available to help you find out what is important to them. Other than reading publications and research reports, you should open up Google Analytics to see the most viewed pages on your website. This will tell you what your current audience cares about while you're looking to build a new audience. Data on your audience's reaction to the content your business produces are essential to successfully tailoring future output to your user's tastes.

A comprehensive content strategy will use several forms of content to target people by their associated stage. Quality over quantity is very important here, especially in your blog. Many think that the more they blog the better. However, this is where you are establishing credibility with a new audience. When covering a topic on your blog it is crucial to include helpful information and solutions for customers and not just promotional or vague material. Therefore, it's imperative to have high-quality content and not fluff.

People can enter at any stage of the funnel on your website because of search engine optimization. Therefore, the search intent and purpose for the web page on your site should be carefully evaluated before creating content. Each section should offer the user helpful and engaging information. All pages on your business's website should encourage customers to either move on to the next stage or contact you.