Important or expensive buying decisions are seldom spontaneous. That’s why marketers and web developers refer to the decision making process as the “customer journey”. In other words, what’s the process people follow when deciding to buy from you or someone else.
When you are really close to your business, it can be hard to work out what a typical customer sales journey might look like. That’s why so many websites have a “buy now” or “get in touch” version of their call to action.
The thing is, first time visitors to your website may not be ready to buy now and without another option, they will visit your competitors’ websites to get more information. So what do you say instead?
To learn the answer, let’s move away from your website for a moment to explore what happens in real life.
How do people buy from you?
To work out a typical new customer journey, you need to think about the steps your existing customers took when they first decided to buy from you. For example:
- Did they have questions or contact you for more information before they chose to buy from you?
- Did they ask for a quote because price is important to them
- Did they want to visit your store or showroom to see your products for themselves before they made their purchase decision
- If your business provides a service, do you encourage potential customers to chat with you about their specific situation first?
Now relate this to your website’s call to action
When it comes to your website’s call to action, you need to guide potential new customers on the best steps to take to determine if your product or service is right for them. It could be something like:
- Visit our showroom to see our great range of products for yourself
- Click this link to arrange a no obligation 30 minute consultation
- For more information, download our brochure here
- Call us now to discuss your requirements
- Complete our enquiry form and we will send you a quote
- Make an appointment for one of our consultants to call you
As you can see from these examples, the call to action isn’t assuming potential new customers are ready to buy yet.
Instead each call to action is guiding new customers on how to evaluate whether your business, product or service is the right choice for them. In other words, you are guiding them along the customer journey. By following this process, you are also building trust and rapport so you become the obvious choice.
At Consider It Done Australia, we believe your content should be an extension of your sales team. That’s why we say We Write Words that Sell.
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