A few weeks back I released a blog and video talking about increasing leads to your website, this was primarily focused on how you can prime your site to not only get more visitors but to get the right visitors. This means browsers who are not only more likely to buy, but to be good customers once they have bought.

The blog talked about several things, one of which was content and customer journey. I wanted to focus a little more on customer journey today and how we can optimise that journey to ensure we maximise lead conversions. How can we make the customer journey make sense for the user, and how can it work for the website in terms of ensuring the customer has all they need to make an informed decision?

So, what is a customer journey? Well essentially it is how a visitor moves around the website, we can then optimise that customer journey by better understanding our customer, what information do they need? We acknowledge different types of potential customers and where in the buying process they are.

By ensuring we understand the points above we can then start to construct a customer journey that makes absolute sense to the visitor, is optimised, in terms of time spent and information gleaned, and gives the potential customer the maximum ability to make an informed decision about purchasing our good and services.

Now we understand what a customer journey is, what are some factors that will help any website start to create and optimise a customer journey.

Assess what you have already

It is important to firstly look at what your customer experience is currently. It is probably easiest to think about the journey from the homepage, but please be aware that a customer’s journey could start on any page of the site, and this is dependent on how the site was found (search engine, social media, direct).

Start considering if the natural (from the homepage) customer journey makes sense. Do you ask the customer to buy to early? Do you offer up too much information straight away? Do you sign post a visitor? Are you clear as to what you do when the customer hits the homepage? What action do you want the customer to take? Are you offering this up as an option?

Define your ideal customer

Once you have established what is good and what could be worked on, you need to then define your ideal customer. How can you speak to your ideal customer? What questions, answers and information do they want or need? What type of business are they? What pain points to they have, what problems is your service or product solving? By knowing your ideal customer intimately, you stand a very good chance of being able to design a customer journey to suit that ideal customer.

Call to action

Signposting your customers is vital, ultimately, if you have done your job right in adding relevant and useful information (both in pages and blogs) – your customers will want to buy, so give them the opportunity to buy, not only adding CTA’s (call to action) such as ‘free consultation’ or perhaps a pdf download or a video, also make it easy to get in touch. Giving customers multiple ways in which to interact with you and the site, whilst on the customer journey, means they can take the option to buy or get in contact at any point in the buying proces

Also, by adding a variety of touchpoints you will ensure that wherever the users ‘hits’ the site, there is always an option to get in touch or read more to whatever CTA you have put in place. It is vital to know that your customers journey can start anywhere on the site so be careful not to make the customer journey only make sense from the homepage.

If you would like to speak to us about any topic in this blog, about customer journey or about how content can help prequalify your customers, please get in touch. We are passionate about content and online marketing – and frankly, we love speaking to people.

Published On: May 25th, 2022 / Categories: Content Marketing, content service, Digital Marketing /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.