We have all landed on a website at some point and had to back up, scratch our head, and ask the question “exactly what does this company do/sell?” There is a good chance that the company’s objectives are not successfully aligned with their website. Unfortunately for these business, the viewer does not stick around on the website long enough to do business, and the company has lost a potential sell.
If your website has undefined calls to action or is not completely in line with your company’s business plan, you are missing out on potential customers, leads, and sales. Houston Internet Marketing can align your business with your business website, provide steps to get started, and provide long term maintenance for your site to always reflect your business objectives.
Does your website speak to your target audience?
The website development process is fun and exciting. Your website many times is the first impression that potential customers see and read about your company. It is easy to build a beautiful looking website that does not work or runs inefficiently. After all, a pretty website does not always produce the best results, but the website that answers the questions of your audience quickly and efficiently performs the best.
Your website should target a single person. Don’t get caught up in bells and whistles that are irrelevant to the overall goals of the business model. You win customers one at a time. Your customers have similar traits, needs, wants and desires. Learn how to talk to that group, feed on their emotions, answer their questions, and cater to their needs. Learn this person inside and out, and create the perfect website for that targeted audience.
Testing Your Business & Website Alignment
If you have shopped online before, chance are you have found a local business online with a limited product selection, and decided to visit their brick and mortar store to make your purchase. Upon entering the store, it is like you are in an entirely different business. The brand projected online does not come close to matching the storefront atmosphere. You still might purchase from the store, but it does make you scratch your head about how the business website and the store could be so directly opposite.
A great example of the proper alignment of an website and storefront aligning is Apple. Their website and storefront are mirrored images of each other. Their branding is consistent, and you will have the same feelings whether you shop online, or if you visit their storefront.
This example should be true for your website. Consistent branding components and marketing messages should be maintained across all marketing channels. If you are an e-commerce business, this is even more important since your first impression is so important since your competition is just a click away.
3 Tips on How To Align Your Website With Your Business Goals
If your website appears to be misaligned with your business’ overall goals, take a look at these three tips.
1. Define & Refine Your Target Audience
Who is your target audience? Before you build your website, or as you review your current website, keep in mind of the traits that your perfect customer possess. Create a buyer persona through market research, give them specific characteristics, learn their questions and needs, and build your website to meet those needs.
2. Upgrade Your Existing Website Design & Content
Once you define your ideal customer, make the necessary changes to your existing website design and SEO content writing to create a trusted and relevant place for their questions to be answered, needs and wants to be met, and develop a loyal and passionate following to your brand.
3. Seek An “Expert”
Once you have defined your customer, and made the necessary changes to your website, get an opinion from an “expert.” The quotes mean that you should choose someone to critique your website that closely resembles your ideal customer. This can be done by conducting surveys online or in person. Learn from the results and be open to constructive criticism.
How We Can Help You Align Your Website With Your Business
Aligning your website and business will take some time and effort. It will be resources well spent and have a dramatic impact you have with your customers. You will become the authority on your subject to them, and quickly become their source for your products or services.
Houston Internet Marketing specializes in keeping your website on target with your overall business goals. We have been helping companies create and maintain their branding messages since 1998. Let us perform a website audit on your current website and let us show you how we can launch your website light years ahead of your competition.