As web marketing and search engine optimization (SEO) rankings become increasingly important for your business’s success and future growth, it’s important to understand the journey a web reader undergoes when they look at your website and think about making a purchase.
To create a meaningful and engaging journey for your consumers, carefully cultivate their experience from their first internet search through navigating your website to final purchase. This engineered journey ensures they gather all the important information they need from your business so they can choose to invest.
You can successfully shape the consumer journey through a marketing principle called the conversion funnel. Keep reading to learn exactly what the conversion funnel is and how it can boost your website’s optimization.
What Is the Conversion Funnel?
The conversion funnel ranges in complexity, but we’ll focus on a basic funnel for the purpose of this blog. This funnel is designed to engage and inform web readers and turn them into your customers through four basic steps as they explore your website.
1. Generate Awareness
The first step of the conversion funnel is to attract potential customers. To do this, you need to give potential consumers basic information about your business. This can be achieved through advertising, social media, or internet search rankings. You need to generate this awareness so that web readers know your business is out there competing in the market and providing specific services.
One of the best places to generate brand awareness is by ranking well on internet searches. If a potential customer searches terms related to your industry or services you offer, you want your website to be one of the first search results to pop up. Web readers will then be able to read a brief meta description giving them information about your business and what you offer.
Once your business has been introduced to a web reader, you need to catch their attention.
2. Create Interest
Now that your potential customer base is aware of your business and what specified services you provide, you need to further create interest by showing customers how these services benefit them. This is where meaningful website content comes into play. After a web reader has found your company through an internet search, you want them to click on the link and actually visit your website.
On your website, generating well-written content that is optimized for specific keywords and regions will further pique consumers’ interest. Typically this can be achieved through a home page which introduces readers to not only your website, but also to your company’s online presence.
Your website will create a first impression for your brand and your business and an important part of this first impression will be clear, coherent, and concise content that conveys your brand and your mission. But the home page is just the first step; from there you need to engage your potential customer and have them click on your service pages.
3. Fuel Desire
The next step in the conversion funnel is to increase your consumers’ desire for your products or services. This can also be accomplished through meaningful content, but this step goes further than your home page and introduces consumers to pages on your site with details about your business and what you offer, which further engages their interests and makes them feel a need for your services.
Your product and service description pages also take consumers through a miniature conversion funnel as they read the copy on the page. Pages should start with general information, then move to product and service specifics. Further desire for products and services can be fueled through engaging images, videos, and reviews in addition to well-written copy.
4. Call to Action
As consumer desire for your products and services builds, it culminates in action. This is the point where web readers browsing the internet are converted into your loyal customers. When crafting content, be mindful of what steps you want your customers to take next.
Do you want customers to buy products directly from your website? Call to schedule a consultation? Buy products directly for your website? Make sure a clear call to action is included in your web content, detailing what steps your customers need to take next. Include phone numbers, other methods of contact, and relevant links like purchase options.
A clear call to action will drive consumers to act and complete their journey through the conversion funnel.
How Does the Conversion Funnel Work for You?
When used correctly, each element of the conversion funnel is seamlessly integrated into your website to generate more customers for your business. After you’ve increased your customer base you can still use the conversion funnel to attract repeat customers.
If you’re looking for ways to increase your online presence and generate more revenue, consider auditing your website to check for the vital elements listed above. Each component should seamlessly combine with the steps to generate an engaging and impactful website visit for consumers. For more information on how to help your business thrive online, check out the resources available from Grow Team.