All start-ups must consider how they pinpoint the ‘relevancy’ between what their business offers and what there website does. Follow the R-E-L-E-V-A-N-T marketing approach and soon you will find your online activities gathering pace.
Relate to your site visitors needs
Spend time understanding how users find your site, what they do when they’re there and how they exit. Building a picture of your typical user will allow you to quickly identify their needs, what information they're looking to acquire and how you may persuade them to interact with you and your business. Knowing the pitfalls encountered on your website enables you to react and adapt to maximise your online ROI.
Engage your visitors
Don’t be afraid to ask. Use your website as a communication tool – not simply as a corporate brochure. Giving your customers what they want – relevant and topical information – will build confidence in your offering. Think of it as a conversational piece: the first question they ask is through their initial Google search, so make sure your page(s) respond to that question.
Learn from your visitors
Know how visitors interact on your website and communicate with them directly. Make sure this critical information is leveraged in your business' best interests. Communicate internally. As an example, if the same question is being asked repeatedly online, see how this can be adapted to your own offline sales techniques. Understanding what your customers' current requirements are from their search requests can have massive impact upon your business.
Excite your visitors
Once you give the end user what they’re looking for, whether product or service offering, catch them there and then. Don’t be afraid to offer them further free information in return for their email address, which will allow you to communicate directly. They're sat there thinking – “GREAT! Finally found what I was looking for” – but we know that potentially a competitor’s website is just a click away. Retain your visitors’ interest by giving them what they want and by offering a little bit more.
Value your visitors’ time
First and foremost – give your customers what they’re looking for. Structure your website so they can find exactly what they’re looking for. Not only does a well constructed website get a general thumbs up from the end user, it's also a great search engine optimisation tool.
Anticipate your visitors’ needs
By using specific trigger terms within search (eg "buy", "shop for", "info" or "help") you can quickly understand your visitors’ needs and wants. If you're a retailer, structure your website to offer both an easy route for product information and an even easier route to buy that product. Certain high value products may require a customer to go away and think about the potential transaction. Anticipate this by offering a link to your site RSS feed, a telephone number or a simple email enquiry.
Nurture your visitors' trust
If the information you provide upon first glance ticks visitors' “Yes, this is what I'm looking for” box, then capture their attention and nurture the relationship. Remember, whatever your industry, the visitor may or may not know of your business and it offering. If your offline sales process is complex, don't simply throw your visitors into a website with "BUY NOW" buttons flashing and scripted content that can be found on any of your competitors’ pages.
Test your message
Sceptical about which approach works best with which visitor? Use free offerings such as Google Website Optimiser, which allows you to offer different pages to individual visitors. This A/B approach allows you to quickly identify which messaging works best and provides you with the necessary focus for future marketing activity.