Why website traffic alone won’t create customers
Most marketers and business owners are familiar with the stages that their customers typically go through when deciding to buy something from them. The sales process varies considerably depending on industry sector, product, service type and other criteria, but creating the most desirable outcome remains fundamentally the same - you need to be visible, be inviting, be engaging, be enticing and ultimately... be converting!
And this applies every bit to the on-line world too.
So, let’s say you've commissioned a new website. You’ve planned diligently and worked closely with your web designers at each stage of its development and your hard work has paid off. Your site looks superb, it’s easy to navigate, it’s structurally sound, validates both technically and for accessibility, you’ve got loads of Web 2.0 stuff built in, your checkout is painless and, crucially, you’re already getting really good levels of traffic.
So far so good. All that needs to be done now is to put the kettle on, open the custard creams and wait for the stream of enquiries by fax, telephone, e-mail or, better still, orders placed directly through your checkout.
But wait. Something’s not right. The fax isn’t whirring, the phone isn’t ringing, the only e-mail in your inbox is from a dubious sounding character informing you that your bank details need updating and your shopping cart reports a string of big, fat zeros.
Information, information, information
To find out what is most likely going on, it’s probably best to start with the basics. The first phase of any ‘sales cycle’ is often your customer’s perception of your products or services or a perceived need that your products or services will satisfy their needs. That’s why they searched for, found and browsed your website. They need information and they’re looking for content; great content.
But we’ve already established that your site is visually stunning, the layout is exceptional, the pages load at the speed of light, there’s nothing wrong with the nav’ and traffic doesn’t seem to be a problem either - so what went wrong?
‘Walk in your customers’ shoes’
Ask yourself the following question. Is my website content focused squarely on my customers’ (or prospects) needs, wants and desires or is it more a case of a page full of words? By carefully crafting the content on your web pages in a way that tunes in very closely to your customers’ frame of mind, you are much more likely to satisfy their needs to the point where they are more receptive to and more easily persuaded to take the actions that you would want.
The more the information on your website is perceived as high-value, the more it will promote trust, cultivate credibility and yield a more willing site visitor. This, in turn, will result in a more positive experience for your site visitor who will begin to gain respect for you. In fact, great content encourages your visitor to think about you almost as a friend making a recommendation rather than a stranger making a sales pitch.
And to take things a step further, as the owner of a truly information-rich site, you will also come across as a trusted expert by willingly displaying and sharing your wealth of information. It’s this method of engagement or pre-selling that ’warms’ your customers and generates an open mindset that generates those critical clicks to your e-brochure, your call-back link, your enquiry form or, best of all, your shopping basket.
On-line, you don't have the luxury of face to face contact with your customers nor is it likely you will ever really get to know them. That’s why it’s vital that your carefully conceived content acts as a ‘virtual assistant’ sitting behind a desk, a counter or stationed in an aisle looking to provide solutions and satisfy needs.
Most people can easily see through hype so, instead of the big sales pitch, furnish your site with high-value, benefit-oriented content to focus attention on and maintain interest in your products or services. This type of approach builds ‘motivated’ traffic and develops a sense of confidence and even warmth that regards you as someone who understands their pains or shares their dreams.
Build it and they will come...
The next time you look at the content on your website, remember the words of GK Chesterton,
“There is no such thing on earth as an uninteresting subject; the only thing that can exist is an uninterested person.”
But they ARE interested. All that needs to be done is to make them interested in YOUR products and services. When you own your traffic, you own your business. So build content, build trust and build your on-line business.
