5 Content Questions to Consider before Designing a Website
5 Questions to Ask Before Designing A Website
Any regular follower of C2C and our blogs knows by now that “CONTENT IS KING” for social media and especially our website.
Today, websites are the portal to which people make a first impression about our business and brand. It is essentially the new storefront. Just like any retail store, we need to be on point when creating content and experience on our websites. The right approach to planning a great website is to work backward from the end user. Meaning we should create a site that is pleasing from the consumer’s experience (UX).
Five questions to ask when building a new or redesigned website.
How will we get people to our website? What strategies will we be using to attract our target audience? Is it search engine optimization? Pay-per-click advertising? Blogging? Social media? PR? or a combination of all? This step is critical, as it often answers many of the questions below.
Tip: Write down all of the possible ways people will visit our site and we spend a month for each. Now we guesstimate how many acquisitions we have acquired from each?
Why will people be coming to our website? Why would people want to visit our site in the first place? If we consider this during the design and content creation process, it will make more sense at the end. The site will be consumer focused. We will be speaking in our prospects language, not necessarily ours.
Tip: Think deeply about why our customers choose to do business with us. Is it trust, is its expertise. If we do not know, then start asking former clients. Call them.
Who will be visiting our site? By now, we should know our visitor or our target audience. In other words, we have an idea of the consumer that will be interested in our products or service. If so, now it is time to guide them through user experience. We are tasked with helping our visitor find a solution. In a few seconds of getting to our site, a visitor needs to know what to do next. Do they need to sign up? Should they click a link to learn more? Since we know our customers, it will be easy to decide what they need to do once they get to our site.
Tip: We should have our site laid out to direct visitors wherever they need to go.
What do we want our visitors to do? Understanding why our prospects are visiting us will provide insight into what they want to do when they arrive. Do they need relief, help with a project, or should they pick up the phone and call? Maybe it is email? Sign up for something? Our site should funnel them to relief. Today it is a solution based experience. Our visitor should know that if I complete this action, I will get answers.
Tip: Be clear and concise. Don’t make visitors work. In other words, add as much relevant information to the landing page.
How do my visitors like to connect? Keep in mind, that most people that visit our website will not become a customer. In fact, the average conversion rate on the Internet is around 1.5 – 3% percent. Most folks are kicking the tires, meaning only a few will be contacting us. However, they may want to keep in touch. Do they use e-mail, Twitter, Facebook, LinkedIn, Google, RSS Feeds, or Snapchat? Give those options to connect with our business.
Tip: Engaging customers is essential. Do it quickly if possible. Creating an experience and capturing some form of follow up contact, makes the odds of staying connected better and ultimately will assist in earning business.
Website speed, SEO, and Social Media are all part of the mix. However, we are starting with the base or as I like to call it the foundation of being in business: Creating content that tells WHY.
If you need help working through these questions we are happy to help. Call us anytime.
Modern Branding for the Digital Age
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