Mapping your digital landscape
What is it going to take to make your website a success?
What are the challenges you face within your industry?
Who are you competing against and how stiff is that
Let’s diagnose the real obstacles you face, discover the opportunities you have and develop a plan of attack to give you the growth you need!
There are challenges you face within your industry that just come with the territory.
What are those? How do we best overcome and capitalize off of them?
Captain Obvious time, you’re in a competition.
Who are the incumbents? Who are the new guys? Who is killing it? How, what and why? Let’s find a way to win!
What does your sales process look like? How will your website fit within that cycle?
Let’s find the perfect position inside your business for your website.
Who is your ideal customer
Let’s find out what your customers care about and why they’re online
Your website is a tool for your customers. Let’s make sure it works for them the way it should.
Let’s find out everything we can about who they are and what they care about. Then, let’s give them exactly what they’re hoping to find!
Your website never speaks to a crowd. It’s always conducting a one-on-one conversation.
You can speak directly to your customers when you know who they are, what they care about, and what makes them tick.
Buyer Journey Positions
Not everyone who is on your website is in a “buy now” mode. Some are conducting research, others are unaware of what solutions are even available.
It is possible to deliver the right content at the right time.
You know why people should buy from you, but are you actually making your value clear to them?
It’s a lot easier to share your value when you understand the pain of your customers. It’s all about empathy.
Defining Your Goals
How can you hit a target if you don’t have any goals?
Setting clear and measurable goals gives your
website a purpose, a direction, and an anchor point.
You’ll know what you’re aiming at, how often you hit your target – and forbid when you miss, you'll know by how much.
We’ll help you define and set measurable goals. These will guide your website's entire building process and marketing strategy.
What do you want?
What is the primary and secondary goal for your website?
A year from now, what would need to have happened to consider your new website a success?
What do your users want?
Your website can’t achieve your goals if your customer’s aren’t accomplishing theirs.
What do your customer’s need to do for them to consider their job online as done and a success?
What are the obstacles?
What are the obstacles in the way of you and your customers?
What is preventing either of you from achiveing your goals?
Building Your Website / Stage 1
Research & Strategy
Knowing your competitive environment, who you are building for, and the goals your website needs to satisfy is the first step in building a successful website. Without this foundation, it’s a “guessing game”
- What are your online goals?
- What is your value proposition?
- Who is your preferred customer?
- Who makes up the majority share of your current customer base?
- Who is visiting your website?
- Why are they visiting your website?
- How did they find your website?
- How many leads do you receive per month?
- What is your current cost per acquisition?
- What obstacles are in the way to lowering that cost?
Most common strategy questions
Why do we need to create customer personas?
Your website is a tool for your customers. It’s not a brochure for your business. You have real people with real problems searching online. They are landing on your website. Why? What problems are the searching for specifically and why is your website showing up? What are they expecting to get when they click on the link to your website.
You’re going to have a few different common patterns of website visitors. If you understand who they are, what they want, why they want it, and what obstacles are in their way to get it… well, you know that then your job of selling gets infinitely easier.
I already have customer personas and know who my competition is, can we skip this stage?
Unfortunately, no. If you have those things, that’s fantastic, most people don’t. Yours will help make this stage more efficient and productive, but the work still needs to be done.
You’re the expert at your business, but, not to toot our own horn, you’re hiring us to be the marketing and design experts. We’re really good, we make our living at understanding how people search online and what they’re expecting to get from websites. We’ll make sure all your previous research is married and optimized to answer those needs perfectly.
At the very least, if we’re going to be building you a new website, one that is going to work for your customers, we have to understand who those customers are. We need to go through the process so we can uncover the things your customers are seeing.
My goal for the website is to get more leads, what more is there?
Getting more leads is a good ultimate goal, but it’s not a measurable one. If it were, what would determine the success of your new website? Would getting 1 more lead over the next 2 years constitute a success? Of course not.
However, setting a goal to get 10% more leads per month over the next 90 days might sound like a better goal, but that’s not a good one either. Why? Well, how would you determine if the website is the driving factor or if it was peripheral marketing, random new exposure, industry trends, changes in the marketplace, or a misstep from a competitor?
We’ll need to set quantitative goals that can be objectively measured over a set course of time. This will allow all parties to determine the success and failures of the new website. This is important for long-term optimization strategies. Without it, you’ll never really know what is working, what isn’t, what to tweak, what to invest more in, or what to drop completely.
I don’t really have the time for this stage, can you just use what I already have, look at my competition, and make my website look better?
We’re sorry, but if you poke around the different stages and you don’t see the value, if all you want is to pretty up your website, then we can promise you, we’re a bad fit. You will not be happy with the results we’ll deliver.
Do you have another question? Click here and ask away!
So, what kind of website do you need?
It’s never a one-size fits all solution!
A solo-professional needs a completely different marketing solution than an established business with an in-house marketing team. Make sure you’re getting a website that is tailor-made for your business marketing objectives!