Although we’re only human, at NorthMac we do our best to take an ethical approach to our business processes.
For example, we believe communication should be thorough and often. Surprisingly, many others in our industry do not share that particular commitment.
Another example is our approach to sales. Generally speaking, we do not want to convince someone they need something if they actually don’t. We might have a call and suggest a different course of action based on what we’ve learned about you.
If you’re convinced that you do need a new website, but you need a little push over the edge or you’re wondering if our company might be the right fit, this is the post for you.
Choose Your Obsession
One of the first mistakes someone engaging us for a new website often makes is detaching the website from the customer journey and the business goals.
It’s actually ironic. Most people come to believe they need a new website because something else in their business is broken; say, they have a lack of new customers.
And then, when they begin the process of a new website build, they find themselves much more focused on design aesthetics than the journey of the customer.
While we absolutely understand the importance of brand and things looking and sounding how you like them, it’s important that “brand” does not become idolized to the point that it ignored your potential customer.
Remember: If there are no customers with problems, you don’t have a business.
The legendary copywriter Gary Halbert used to make this point with an illustration. Say you have a new burger stand… what’s the absolute most important thing you need to have?
You might think, quality food, machinery that works well, happy folks taking orders, etc. All good things, of course, and perhaps even necessary!
But none are more important than a line of hungry customers.
The #1 reason why investing in a website is really worth it is the potential line of exactly the right customers, ready to purchase your product or service.
Solving your target customer’s problem must be your focus.
The 4 Customer Types
Given that, there are four types of customers that you can capture online. You must know which ones you can get and where your website fits into their journey.
In order they are:
- Repeats
- Referrals
- Researchers
- Ready
Repeats
The data is all over the place, but in general studies and anecdotes have shown that it is far easier and less expensive to sell something to a customer, client, or student who has already purchased something from you.
Repeat customers are the holy grail—even better than referrals—because these customers already trust you. In many cases, you simply need to remind them that you exist.
Referrals
Referrals are the best form of new customer acquisition. There is built-in trust, it doesn’t cost you anything upfront, and the more word spreads within a community, the better.
Researchers
If you need “new blood” to come to your doorstep, how are you going to do that? Many choose interruptive advertising. I am not morally opposed to this, but the public has spoken and they really do not like being served ads.
Our business tries to honor this request by instead targeting researchers—people who know they have a problem but aren’t yet aware of our solution. These are customers who will conduct a Google search and arrive on your website if it looks like you have the answer.
Ready
Finally, the “ready” category is those miscellaneous customers, clients, or students who saw your ad, your social media post, or otherwise heard about you through the grapevine and are ready to convert, even though they seem to have come from outside of traditional channels.
Your Website and the Customer Journey
A well-designed website can help you effectively engage with these different types of customers and provide them with the information they need to make an informed decision.
This is because your website serves as a central hub for all of your online interactions with customers. We like to call this your “marketing hub.”
For example, when a repeat customer visits your website, you can use it to provide them with personalized recommendations and special offers to encourage them to make another purchase.
If a referral customer visits your website, you can use it to showcase your unique value proposition and convince them to give your business a try.
And if a researcher or ready customer visits your website, you can use it to provide them with detailed product information and easy-to-use purchasing options.
By meeting customers in different places on their journey and providing them with the information they need, your website can help you turn casual visitors into loyal customers.
Your Website is Your Business—Online
In addition to serving as a hub for customer interactions, your website is also an extension of your brand and business online. This means that it should accurately reflect your company’s values, mission, and personality.
For many of our clients, the website virtually is the business.
A well-designed website will not only look visually appealing, but it will also effectively communicate your messaging at every step of that customer journey.
This will help you establish trust and credibility with potential customers, which is essential for driving conversions and sales.
Your Website Can Help Improve Your Search Engine Ranking
If content is king, traffic is queen. When it comes to meeting the needs of your researchers, you must show up where they are looking for you. Search is one of the best places to capture these customers.
In order to improve your search engine ranking, your website needs to be optimized for search engines. This means that it should be easy for search engines to understand what your website is about and how it is relevant to potential customers.
One way to optimize your website for search engines is to use relevant keywords throughout the content on your website. This means including words and phrases that potential customers are likely to use when searching for businesses like yours. For example, if you own a bakery, you might use keywords like “fresh baked goods” and “artisanal bread” throughout your website.
Another way to optimize your website for search engines is to make sure it is mobile-friendly. This means that it should be easy to use and navigate on a smartphone or tablet.
With more and more people using mobile devices to access the internet, having a mobile-friendly website is essential for improving your search engine ranking.
Finally, having a website that is regularly updated with fresh, relevant content can also help improve your search engine ranking. This could include blog posts, articles, videos, or other types of content that provide value to potential customers.
By consistently adding new content to your website, you can show search engines that your website is active and relevant, which can help improve your ranking.
Summary
Investing in a new website is worth it for a variety of reasons.
It can serve as a central hub for customer interactions, help improve your search engine ranking, and effectively communicate your messaging.
By prioritizing your website and making sure it is well-designed and optimized for search engines, you can improve your online presence and drive more business to your company over the long term.
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