-Step 1: Strategy
-Step 2: Content
-Step 3: Website
-Step 4: SEO/SEM
-Step 5: Community
-Step 6: Syndication
-Step 7: Tracking
Do you simply hand them a brochure or do you address the problems they are seeking to resolve? Do you start broadcasting your sales pitch or do you start engaging in a conversation?
Is your site about you or about your prospects?
For many companies, their website is designed with input from multiple departments …technology, creative, marketing, sales, human resources, each with their own wants and needs. The end result is a site that is focussed internally rather than externally.
There are times when based on your strategy the goal of your site is to act as an online brochure. In most cases though, focussing on your potential buyers will lead to a lower Bounce Rate, more time spent on site, and an increase in leads.
Components of a Solutions Oriented (buyer focussed) Website include:
- Educational Content to address common problems.
- Relevant and Informative Content that builds on the educational content.
- Dynamic Content (fresh not static) that captures search engine attention and provides a reason for a return visit. Blogs are an example of this.
- Interactive Features to engage your reader. Examples might include a poll, online tools, forms, etc.
Now that you’ve got a buyer focussed website you are ready to move on to Step 4: Search Engine Optimization and Marketing