Thanks to extensive research by inbound marketing firms, we now understand the journey a buyer takes before they make a purchase.
It starts with an awareness of a problem or pain point, followed by the consideration of various solutions before finally reaching the decision stage. But what does this have to do with custom web design?
Generally, the buyer will go through their journey by way of research, comparison, and justification, at which point the buyer will be on the cusp of decision and purchase.
A well thought out and custom web design can effortlessly walk the customer through all stages of their journey by anticipating and addressing their needs through each step while building credibility and trust along the way.
It figures into the each phase of the buyer’s journey, research continues throughout, up to and often during the decision stage. Pardot’s State of Demand Generation Report found that 70% of consumers will return to search Google at least three times before buying. This is the time where you can begin to fine-tune content as you keep track of a repeat visitor’s increasing interest.
Website design at this stage should seek to differentiate on the basis of quality content. Accordingly, give the potential buyers the meaty information they are seeking.
Custom website design should promote the company’s best hard-hitting, zero fluff authoritative content that features the products or services in which that particular user has expressed interest. Consider requiring contact information in exchange for your most valuable content such as critical research, case studies, white papers or ebooks.
When buyers begin to compare the offerings of each vendor, they will start to reach out to each for personalised information, such as quotes, demos or more information.
A custom website design with interactive help screens is an important way to tailor content by anticipating the buyer’s needs and questions.
Custom help desk forms give a mechanism to gather more information from the purchaser, as well as offer the information requested by the buyer, in a timely and efficient way. Both processes should use client specific information from the company’s automated marketing tool to create a custom help experience.
Content at this stage should include side by side comparisons that favour your business or differentiate it in such a way that sets you apart from the competitors they are like