Bob is interested in Solar Panels.
He’s searched the Internet to learn more about how they work and what they cost.
You (Mr. Solar Panel) want to get your product into Bob’s hands. But how do you get Bob to understand your solution, both its strengths and benefits? And why didn’t Bob already make the decision to contact your Company when he visited your website?
This problem sounds familiar because it is … and it’s poor Bob who loses in the end.
The web term is ‘conversion’ and there are literally a thousand websites promising that they have the formula to make it happen for you. But they’ll never solve the ‘conversion’ problem without focusing on your actual web content.
Website conversion is basically measured as a success or failure based on the actions your prospective B2B or B2C web visitor take compared with predetermined goals you set. e.g. He/She clicks a button and asks for more info = conversion.
Measuring conversion is important but there is more to the equation. Is it possible to increase conversion rates without really satisfying the web visitor? The answer is yes. In fact, it happens all the time … poor Bob.
Let’s look at your website and ask a couple questions:
- Is my focus on providing immediate answers to the questions my web visitor has?
- Have I demonstrated how my business uniquely answers their questions?
- Are my answers interesting and easy to understand?
- Does anyone want to listen to what I have to say anyway? i.e. Have I posed my answers in a way that the viewer is going to enjoy reading or viewing them?
We need to focus not just on content, when building websites, but on ‘good’ content. There is a difference. To be effective we need content that interacts on an emotional level with the audience – we need ‘interactive’ content.
Good content doesn’t just provide answers, it provides answers in a way your website visitors enjoy receiving them. Think movies, animated sequences, motion graphics, colorful images, etc. These can be your initial focal point on each page, a foundation to an overall “Content Strategy”. Good content keeps your web visitor engaged and helps build trust with your prospects, simply because of the fact that they are engaged emotionally, and now have a connection with the content you are sharing.
The success of a website conversion strategy is defined not only by website statistics, but also by feedback from your reseller network, internal marketing groups, and finally and most importantly your customer.
You see, we’re actually thinking of Bob …. well, and you, at least your web content.
There is a moral to this rather lengthy story and it’s that we at Rival Schools understand good content, and how it relates to a “Web Conversion” rate that’s meaningful.
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