Imagine yourself scrolling through Amazon, selecting a product, viewing the reviews, diving into similar or recommended products, and then finally adding

to your cart and checking out.

 

We don’t really have to *think* about what to do next when searching on Amazon. What if you could make it that easy for your target audience when they visit your website?

 

We will let you in on a secret; you can do the same thing too!

 

Let us dive into the details of creating a website journey with a focus on user intent.

 

Lay the Framework

 

Just like in any type of project, starting with the frame and foundation is key to being successful. As a business owner, this means getting your hands dirty and going through your website. Ask some of the questions below to get started:

 

When a user lands on your homepage, what is the most important thing that they should do?

 

What content is taking away from a user doing the most important thing?

 

What information is missing that would help the user take the next step on your website?

 

Very rarely do users visit a website and immediately convert, especially if they do not have prior awareness of your brand, products, and services. Many times, the website is the first impression that your business can make to a potential customer. There are specific steps a user will take before ever becoming a lead or customer. These steps range from business to business, but include the following:

 

 

• • Awareness – Learning who you are, what you offer, and what problems you solve.
  • Consideration – Users dive a little deeper into reviews, testimonials, product/service videos, blogs, case studies, and more as they consider your brand.
  • Conversion – As a user is moving into converting, they are looking for simple ways to purchase, submit a form, or contact your business.

 

Having a foundation built on your website that identifies the above 3 steps for your audience builds a seamless website journey that leads to more revenue.

 

Create Content Specific to your Website

 

 

The amount of media and content users consume daily is astounding at 454 minutes (or 7 hours and 34 minutes). Source

 

 

As business owners we are constantly creating content, building content strategies, and leveraging marketing channels to promote this content. But what about content specific to your website?

 

Oftentimes, we do not focus on building content specific to our website users. This may be blog content, video content, downloadable educational content, or courses. This content drives your users through your marketing channels and outlines the website journey when a user lands on your site.

 

What type of content works well for your website depends on your target audience, industry and specific products or services. We have created a concise list to help you brainstorm different content ideas to build a cohesive user experience on your website.

Awareness Stage

 

• • • Educational Content
    • Industry Insight
    • Brand Awareness Video / Company Introduction

 

Consideration Stage

 

• • • Freebies (samples, consults, etc.)
    • Case Studies
    • Product vs Competitor Product

 

Conversion Stage

 

• • • Trials
    • Demos
    • Coupon Codes / Special Promotions

 

Define your Buyer’s Journey

When it comes to your website, you have the power to navigate your users across the site to convert into your customers. By identifying the journey, your target visitor will be able to land on your website and take the steps you have laid out for them to convert, without even thinking about it.

 

Defining your buyer’s journey is a process that is imperative to building a framework for your website. To tackle this, download HubSpot’s free template to deep dive into your buyer’s buyer journey here.

 

About Backstage Digital Agency in The Woodlands, TX

Backstage Digital is a full-service digital marketing agency based in The Woodlands, TX. Our team of digital mavens creates award-winning online marketing campaigns for clients across the USA. If you are looking for a digital marketing agency partner, reach out to our team here to set up a consultation.