Driving thousands of website visitors via search engines, social media campaigns or paid ads is no longer enough. The traffic needs to be channelled to your trusted website that offers amazing UX and is performing well. Otherwise, all the money spent on the marketing campaigns will go down the drain. To generate continuous and stable revenues, there is the need to tie all the marketing channels to an effective content generation strategy and invest in conversion rate optimization.
Strategic Content Creation: Guiding the Buyer’s Journey
Content marketing is much more than publishing random articles on a blog to fill the space. A well-thought content strategy should address customers’ awareness levels and answer their questions ranging from general ones to those specifically related to buying your product/service.
Top of Funnel (Awareness): Creating educational pieces of content, such as articles or glossaries, to help educate prospective buyers about their space and possible solutions.
Middle of Funnel (Evaluation): Creating content that helps the buyer compare and contrast options in order to determine what they need. This can include comparison guides, buyer’s guides, and product walkthrough videos.
Bottom of Funnel (Decision): Creating content that helps remove any doubt or hesitation before a sale, such as case studies, customer testimonials, pricing pages, and FAQ pages.
Repurpose: Taking one article from the original content and creating multiple social carousel posts, emails, and scripts for short social videos.
Conversion Rate Optimization (CRO): Eliminating Friction
Conversion Rate Optimization means that you are trying to get more visitors to your website to perform a specific action. Whether it is filling out a contact form, scheduling an appointment, or making a purchase, even a one percent increase in conversion rate will significantly reduce your cost per customer.
Having clear value propositions within five seconds of opening the page and being able to identify who you are selling to and what benefits they will obtain by using your service or buying your product.
Clearly stated Call-to-Action buttons in contrasting colors, using value propositions instead of generic terms such as submit or apply.
Having fewer fields in order to fill out any forms on your website as a way of reducing the barriers to completing a desired action. Asking for information that is not relevant to the service or product will lead to a higher likelihood of users abandoning the task.
Displaying trust seals, customer reviews, testimonials, and other trust factors close to the CTA buttons and contact form to assure customers about the credibility of your website.
Making sure the buttons are large enough to be pushed by a single, having the menu at the top of the screen so that it can be reached by one hand, and using fonts that are easily readable without zooming in.
Turning Traffic into an Automated Conversion Loop
When your strategic content and conversion-focused design work in unison, your website will transform into a dynamic salesperson that does not sleep, eat or rest.
Targeted content attracts the visitors that have problems you can help solve. That means higher incoming lead quality.
Thoughtful on-page layout leads the visitor through their buying process, nudging them to the next sensible step without overwhelming them with choices
A focused conversion path gets you the most return on investment out of every rupee and hour spent on SEO, paid ads, and social media marketing.