Create a Better Website By Understanding the Buyer’s Journey
The traffic coming to your website will be made up of people in all different phases of the buying process:
Some visitors might be aware they have a problem and are looking for solutions
Some visitors might know what solution they want and are shopping around for the best person to hire
And some might be ready to buy today
Your website needs to be designed to serve people in every stage of the buyer’s journey – providing the information they need at that point and giving them the right Call to Action to move them along the path.
In this guide, I’ll outline 4 ways your website can directly help you get more clients by building it with your ideal client’s Buyer’s Journey in mind. Ready to dive in?
1. Provide resources for prospects in the Awareness phase
The awareness phase is the earliest phase of the buyer’s journey. This is when someone realizes they have a problem they need to fix and begins researching ways to better understand what they’re experiencing. They’re looking to clearly name and put context around their problem.
This is a prime opportunity to bring new people into your brand’s audience. By creating content that is educational and helpful, you get the chance to build trust with a prospect from the very start. At the end of the buyer’s journey when they are ready to hire someone, who will they think of? The brand that helped them from the beginning will definitely stay top of mind.
How-to or informational blog posts, guides, videos, or infographics are great content to create and publish on your website to capture the attention of people in the Awareness phase. Focus your content on addressing the pain points, showing empathy, and helping your reader understand a path forward. Help them give a name and some context to what they are experiencing, so they can begin to feel confident in solving it.
2. Intrigue prospects in the Consideration Stage
When a prospect is in the consideration phase, you have the opportunity to really set your business apart.
In the consideration phase, your potential clients know what their problem is and they’re focused on researching all of the options available to help them fix it.
Here’s an example: someone has figured out that they have a problem with lack of energy, and through their Awareness Phase research, they’ve figured out that it’s because they aren’t getting enough exercise. Now they can name their problem, but there’s a whole bunch of paths they could take to help fix it. They could buy a book on Amazon called Fitness For Beginners: How to Start Moving More and Feeling Better. Or, they could sign up for an online workout video subscription service, and follow along with the daily exercise videos. Or, they could go high-end and hire a personal trainer to create a custom approach just for them and support them every step of the way.
During the consideration stage, you want to position your service as an ideal solution to your prospect’s problem. This would be a great time to unpack what it’s actually like to work with you, case studies that show how you’ve helped other people solve the same problem with your approach or even comparisons between your services and other types of solutions.
Create content for people in the Consideration phase that builds concrete images of what type of transformation can happen through your services. What would their life look like after working with you? How can you help them win the day? Why are your services particularly effective at helping them get what they want?
3. Seal the deal with prospects in the Decision stage
Now we’re in the final stage of the buyer’s journey: decision time. Your prospect has named their problem, researched possible solutions, and has decided to hire someone like you to help them.
Now they’re getting very detailed. Which company do they trust and hire? You can help them make a confident decision in this stage by creating content that answer’s their purchase-related questions and validates their desire to hire you.
Things like client testimonials, guarantees, and content that outlines a plan for getting started & getting results will help interested prospects take action. Decision-stage content is usually delivered through sales pages, additional case studies, promo videos, and live contact with you (or someone at your company responsible for business development). For some service-based businesses, it will also include a proposal and “getting started” material that helps onboard new clients.
Another type of content that helps in the decision phase is customer reviews posted on third-party platforms. You don’t have direct control over this content, but you can actively work to build a history of positive reviews by asking happy clients to leave reviews for you on places like Google, Facebook, etc. Good reviews can help build trust and boost perceived value with potential clients.
4. Use Calls to Action
Now that you’ve created great content for each stage of your buyer’s journey – make sure you incorporated compelling Calls to Action at each step. When someone engages with your brand through your marketing content, don’t leave it open-ended. Give them a direct invitation to take the next step.
In the Awareness phase, your call to action could be signing up with an email address to receive a free PDF guide that offers more information to help them evaluate their problem.
In the consideration stage, your Call to Action could be downloading a video series that shows your services in action and illustrates why your approach is a great option to solve the problem they’re dealing with.
In the decision phase, your Call to Action could be booking a free consultation on your calendar, requesting a proposal, or signing up for a free trial.
For each stage, ask yourself “What’s an easy next step for this person to take after reading/watching this content? How can they continue to engage with my brand in a way that’s valuable for them in this stage of their journey?”
Then, take that action and turn it into a clear, bold Call to Action that makes your prospect excited to take you up on it.
Your next step:
Ready to create amazing content that will educate and support your future ideal clients during their buyer’s journey? The first step is to evaluate your website: what content is currently serving this purpose well? Do you have blog posts that help people understand their problem in the awareness phase? Do you have a great sales page that seals the deal in the Decision phase? Take inventory of what’s already working for you, and then make a list of additional content you want to add (or existing content that you want to improve) to fill the gaps.
And don’t forget to download the free guide, 5 Things Your Website Needs to Book More Clients, for even more advice on turning your website into a lead-generating tool.
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