Why the fuss?
Today, the importance of an up to date website can clearly be seen through the Consumer Buying Decision Process. This is a process that consumers go through every time they purchase a product or service. See more here.
The steps of the model are:
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post-purchase behaviour
The fourth step of this process is where the lead can be gained for a business with a website.
First, the need recognition for a product or service arises. Let’s use a simple example: a potential customer injures their back.
Second, the information search begins. The customer Googles ‘physios near me’. This is where different websites will load as options.
Third, they evaluate the options by scrolling through the different physios available.
Fourth, the potential customer finds the physio practice that suits them best and makes the booking or makes contact with them. This is where the lead is converted.
2. Organic and paid traffic
Organic traffic and paid traffic are two tools that get potential customers onto your website and interacting with your business. These tools can be highly effective and should be used once your website is up and running.
Organic traffic refers to traffic that arrives on your website through organic rankings in search results. This can be achieved through a few different strategies. Search Engine Optimisation is a key strategy that is used to attract organic traffic. For example, optimising a website improves its Google search ranking.
Basically, this gives your business’s website the chance to appear near the top of the list of search results. Magical, right?
Paid traffic on the other hand arrives on your website through paid advertising. Think of this as an ‘online flyer’ that you are paying for, to be seen by potential customers.
With this method, businesses pay for online adverts to run or appear in the ‘paid ads’ section at the top of search results pages.
3. Your target market is online
Today, potential customers are online. In a recent article published by ITWeb , surveys showed that consumers are heavily dependent on the online buying experience.
Keep in mind that this refers to buying both products and services. Yet another reason why a strong website is a must-have!
A clear rise in integrations between wallets, bank apps, and shopping apps has created a culture of online browsing and buying in South Africa.
This is something to take advantage of by creating a website that throws your business into the front line of options for potential customers.
4. Showcase your brand
With an overwhelming number of businesses to choose from, showcasing your brand well online in the sea of competitors will give you a clear advantage. You can achieve this by owning a website for your business that is an extension of the brand’s personality.
Forbes lists showcasing your brand to potential customers as one of the most important things to do for your business. Having a website allows a brand to do the following three things.
- Establishes who you are
- Show what you represent
- Communicate what you stand for
These three aspects increase the chances of your potential customers buying your particular product or service.
Forbes goes on to say that having this extension of your brand personality sets you apart from competitors.
Finally, credibility matters today as much as it always has over the years. What has changed is the way that businesses build it.
Without a website, potential customers may question the legitimacy of your business.
There are likely many different businesses with similar offerings in your market. One way to stand out is to offer a website with credible information to potential customers.
Do this by using your website to make a great first impression and give assurance to viewers that your business is real.
Combining these five elements over time will create a great website that can elevate your business in 2022.
If you need some help with setting up a website, feel free to contact us at Yellow Door Collective. We will be happy to get you up and running!