One of the questions that comes up regularly when we talk about a website, is how a company can organize the content of a Web page on its website. The entrepreneurs or the project holders to whom we are speaking have very different profiles but they have problems in common to trust us often on this point. We tell them that their website must be their business and that, as such, its structure and content must follow some rules. It is one of them that we detail in this blog post.
Your website is a commercial 24/7
Nothing magical with a website, the fact of existence remains a first step and the important thing is to operate it and integrate it into a suitable marketing strategy, so that it helps you to find customers.
There are many similarities with more traditional field work that you or one of your employees could do. Let's recap what is the commercial approach that we generally have:
You start your prospecting by creating lists of contacts to be worked on
You listen to the needs or problems of your prospect
You offer a service, a product or an appropriate solution by giving the characteristics and examples of customers who have already trusted you
The objective with your website must be to reproduce this approach, especially as it will be done – without further effort, whether you are at the bottom of your bed or on top of a mountain hiking, every day that comes and midnight to … midnight! Consider your website as a commercial of your company, the objective of which is to find customers.
Structuring the content of a Web page
Let us take the analogy of a salesman: it is this same approach that we described (contact, listening, proposal) that you have to provide with each of your pages.
Each of your pages? Yes, yes!
A salesperson who caters to different prospects offer them different services – or at any rate, a different conversation. One will seek comfort with this car that he buys while for the same model, the other would be persuaded to have bought the powerful car he dreamed of – which is ultimately not incompatible.
All your visitors have a need, a problem or a question of their own: your role is to adapt! So the first thing is to land them on the page that corresponds to their need. To do this, you have to choose which pages to create, remember: A page per audience targeted and by need.
Once the visitor arrives on your page, you must make sure that it has arrived at the right place. By indicating which situations your solution fits and therefore to what needs it responds to, you should have your visitor say “This is exactly my case, great!”.
The first part of the content of your Web page must contain questions about the situation of your visitors:
“You are this and you are looking for this?”
“After so many years of this, you wish this?”
“You wonder how to do that?”…
So the idea is to reassure your visitor that he has come to the right place, that we will talk to him about his need.
Your visitor has become a prospect to whom you can present what you are offering since he is actually in the right place and that your product/service will probably respond to their problem.
In this part of the page, you can describe the characteristics of your solution and the practical implementation: it is about explaining how you will respond to the need of your prospect.
To finish convincing the person who reads your content, you can add content that gives credibility to your solution:
A link to a category of your blog, which corresponds to the topic described and that will show your expertise on this subject
References or even better testimonials from your clients
To finish, you must explicitly tell your visitors what you want them to do next. This translates for example to a big button “contact us” or in any case, an obvious way to place an order, contact a salesperson or buy a product!
One page = one idea = one action
This idea may seem direct to some, but it is a virtuous approach that works. Your website is primarily a commercial and as such, you have to organize it so that it makes appointments, negotiates and sells for you – systematically, heard us!