Our monthly contribution from Andrew Leon Walker…
Most businesses today understand that having a website is just part of the table stakes necessary in order to promote their brand and goods and services. But not everyone is aware of the changes to buyer behaviour driven by access to digital technology, e.g. the internet, social media and mobile devices.
We’re living in the “now” society where many online searchers allegedly have a shorter attention span than a goldfish. What this means is that anyone who visits your website needs to find out how you can help solve their problems within a very short space of time – according to some articles, 7 seconds.
Here are 5 important points to take from these changes in buyer behaviour:
1. You need to get rid of the clutter and get straight to the point. Focus your online content on how your business can help meet the visitor’s requirement.
2. Understand the search terms visitors are using to get to your site – they may be very different to the terms you use internally within the business or actually use on your website.
3. Make sure your page load times are quick – if not there’s a good chance the searcher will bail out and move on to your competition.
4. Remember that many buyers carry out their own research and are 70% to 80% through the sales journey before they engage with a salesperson or a business, so your online content needs to answer their questions at all stages of the buying cycle from awareness, research, evaluation and decision. Your site is no longer an online brochure.
5. Prospects – especially on mobile devices – will want to know where you are, physically. So make sure you’ve set up a Google My Business account and have done likewise on Bing.
Take a few minutes to stand in the shoes of your customer. Use the search engines to try to find your own products and services using phrases that you think your audience may use. Carry out an audit of your web content to see if it focuses too much on products, services or in-house terms that your audience won’t recognise.
And don’t forget, you’re writing for your audience – not for yourself.
Andrew Leon Walker runs Rame Marketing, based in Devon.