Step 2 in the Series: How to Make a Website, 3 steps to a high performance website
This stage is about making the website appealing to the client. Showing them you understand them and are able to provide the solutions they are looking for.
Understanding Who The Client Is
This part is extremely relevant as it will indicate who the content should be written for. A simple way to outline the characteristics of your ideal client is by creating a Customer Avatar.
A customer avatar is simply a detailed profile of your target client. It contains demographic information, physical and online locations where they can be found, their pains and problems and what opportunities you present to help them.
If you have different client segments, separate customer avatars should be created.
If you don’t understand who your customer is, you won’t be able to build great content, you can’t build great customer acquisition channels and you won’t be able to provide value to them.
Quality, Client Focused Content
Once you’ve identified who the client is, the next step is to create the content in a way that is relevant to the client. The content will reflect the selling proposition created specifically for that type of client.
Everything is built around the customer avatar. If you have more than one different group of clients, a good practice would be to implement separate landing pages based on these individual client segments.
A great idea to get outstanding content that will sell your product or service is to use a professional copywriter to write the content of the website.
Basic Conversion Strategy
If somebody comes to the website and you are conscious of what do you want them to do, you already have some sort of conversion strategy. Do you want them to fill in a lead form, to subscribe to a newsletter? This is when you start to build some growth strategy.
At this point, you already know who the client is, what are they in need of. A conversion strategy consists of offering something that satisfies your potential client’s need, not just “Contact my Business”, but actually solving that problem (or offering assistance in solving that problem) through some type of offer.
Email List Setup
Building an email list is one of the most cost-effective solutions for staying in touch with your prospects and clients.
List building is a major strategy that doesn’t require a lot of effort to setup, but it could be a game changer in terms of value for your business.
It is highly recommended that you set up your list on an online email marketing service provider (like MailChimp or SendinBlue*) and get your website ready to capture emails from visitors through an opt in form.
We recommend SendInBlue*, because they offer great value and up to 9,000 emails a month for free.
Basic Email List Nurture
At this stage you are not creating high value email marketing, you are doing some basic nurturing of an email campaign for the email list. For example, a monthly newsletter would allow some action with the email list.
The important take away here is to keep the client in mind and produce content that provides value to your target audience.
A lead magnet is an irresistible offer that provides lots of value.
When creating lead magnets you start becoming more strategic in how you use your conversion strategy and you are creating high value offers in exchange for email addresses to really start to do some aggressive list building.
Lead magnets can be content offers, promotional offers or any kind of hook that would attract leads. Some examples of lead magnets are:
- Guides and reports
- Toolkits and resource lists
You can visit the next step in this series.
- For step 3, please go to How to Build a Website and learn how to make your website “Popular”.
Or double check that the first step has been completed
- For step 1, please go to How to Start a Website and learn how to make your website “Functional and Reliable”.