In today’s tech-savvy business world, customer journeys are more complex than ever. From paid search to social media to offline marketing, there are hundreds of ways someone can discover your organization on the internet. The primary role of your website in this twisting and sophisticated journey is to be a solid central point.
It doesn’t matter how prospects may discover your brand, the only thing that should matter is that you must be driving that traffic from all disparate points back to your business website. After all, your website is the only online asset on which you have complete control. A professionally-designed website would be your all-success key to take the reins on influencing and guiding the customer journey.
Let us now walk through the roles that can be and should be played by your website at each stage of the customer journey.
Know And Like
There is no denying in the fact that prospects discover brands through a wide range of channels, and it is very much possible that the website of your business is not the first or last place where they’ll meet you. They may find you through a local listing service like Google My Business, Yelp, and Foursquare, or on social media, who knows!
However, it is important for you to always make sure that the URL of your business is included in each of your marketing and promotional channels so it is easy for the prospects to just go there and learn more about your brand and the kinds of products and services you deal in. For this, you must emphasize on keyword research with some descriptive metadata to generate more website traffic through organic research results.
Once prospects land on your website, it will be the time for you to greet them with design and messaging that helps them know you more and better. For this, it is quintessential that the home page should include a promise and powerful call to action to visitors, front and center. The promise must clearly and precisely demonstrate that you fully understand their pain points and know how to solve them.
The call to action must be crisp and engaging while driving the prospects to take a logical next step with your brand. This may be anything like signing for a free trial or your newsletter. Remember, they have just met you and just like you don’t ask someone to marry you at the start or at the end of your first date, you also don’t have to act or sound pushy or desperate while selling your products and services. Take things slowly but steadily.
Trust And Try
The website of your business should help strengthen the trust of your prospects in you before they finally decide to give you a try. It is important that you must have a series of trust-building elements on your website.
Case studies and testimonials are great ways of demonstrating the value your business has brought to other customers. This is simply because they can help in creating and nurturing an emotional connection with the prospects, who can identify and see themselves reflected in the struggles and requirements of your existing customers. Additionally, you must emphasize on the power and potential of blogs, DIY videos, webinars, podcasts, and more with a predefined purpose to share meaningful content with your audience.
In short, your website must be the central location where all of your engaging, creative, and informative content lives so that everyone interested to learn more about what exactly you do is able to discover the wealth of knowledge you bring to the table. These pages would be great for boosting your SEO and establishing you as an authority on the subject.
Once these trust elements have won over your target audience, it is time for you to greet your audience with an engaging, strong, and appropriate call to action (CTA) that would guide them to the next phase of their customer journey.
Congrats on reaching the moment of truth! Your prospect is all set to become a first-time customer. Remember, it is your website that should make it happen again for you. This can be done by minimizing friction in the purchasing process to ensure that you never end up losing any interested prospect at the last minute due to a frustratingly or complex purchasing process. For this, you must ensure that the purchasing process is short, safe, and hassle-free. Ask for as little info as possible for completing the sale and minimize the number of clicks it takes to add products to the cart and complete the checkout process.
If you’re running a service business, you can create a simple online sign-up form so that it becomes easy for the prospects to make an appointment. Ideally, you should make use of a platform that does not require the prospects to register for outside service or application to schedule. A system that automatically adds the confirmed appointment to the calendar app of your customer’s choice will be a great way for making the buying process slick as a whistle.
Repeat And Refer
Coming to the most important point now – your website’s work is not over the moment you have won over a new customer. Yes, that’s indeed right! You can for sure turn a one-time customer into a loyal, lifelong customer – someone who is more than just happy to recommend you to friends, relatives, colleagues, and on social media circles.
One of the best ways by which you can encourage your customers to repeat purchases is by having a well-designed sitemap. For this, you must try to identify and utilize the most amazing and innovative ways to showcase related products and services for driving upsells and repeat business.
The best thing is that you can make them all happen by just choosing Salesforce as your preferred customer relationship management software. To get the best value out of the world’s number 1 CRM, you will need the assistance of a professional Salesforce Development Company and Salesforce Implementation Partner like Cloud Analogy.
Cloud Analogy is the world’s favorite Salesforce Implementation Expert that can help you with Salesforce App development, Salesforce Marketing Cloud, Service Cloud, Sales Cloud, Commerce Cloud, Community Cloud, Salesforce Consulting Services, and more.