BSC Summit

Monday, May 2, 2016

Websites are Opportunities for Engagement Part 2

An article by Reed Dillon

In last week’s blog I wrote about how those of us responsible for the creation of websites may be blind to the fact that due to the actual experience of the prospective customer. Websites are actually opportunities for engagement. If we think of a website in that light we might be constructing them better for maximum effectiveness and satisfaction.

Below are some further thoughts on the subject.


Keep it Simple
This is a clutter issue. Instead of throwing a kitchen sink of information at them all at once break information down into easy to swallow benefit driven chunks. Brand those benefits when possible specific to you. Make sections of your website obvious and distinct. Menu tabs should be one word if possible.

Drill down to essence of what you want to say in section, just write a sentence or two on your homepage and link to internal pages with more detail. Again as mentioned in the first blog use videos and photos to tell your story and integrate it into your branding and content.

Engage and capture the lead
If you are a business that has something to sell, you need leads. It is my opinion that converting leads is the most important thing a website can do. Visitors on the other hand want to come to your website, get their information and get out unscathed without committing to anything. They are more apprehensive than ever to give over their personal information for fear of being spammed or exploited.

That is why you must offer something of perceived value to that perspective lead. Use links to simple landing pages that prompt exclusive information in exchange for personal information. Do not be greedy. Just ask for a name and an email address. The more information that you ask the more likely it is that they will abandon your page in moment’s notice.

Givers Gain
No one except another salesman enjoy being sold to anymore. People now engage in relationships. It is not about getting, it is about giving. Through giving you inspire trust and confidence. You are a problem solver and collaborator. People no longer trust websites as fair arbiters. People now trust open forums, chat rooms and social media as places where they can resource unbiased comments and information.

Blogs are one source of where people go to for information. Frankly blogs are a pain but are a necessary pain. According to Hubspot “Companies that have blogs get 55% more traffic and generate up to 70% more leads.” In addition “46% of all internet users read more than one blog a day.” Blogs are here to stay and it is probably the best way for your company to stand out as a thought leader and a resource to your target market.

Be Transparent
The buying public is more informed than ever. The ability to have almost unlimited sources of information at your fingertips is truly an amazing phenomenon. Where there is good there is also evil. That is why being open and transparent in all things and in all ways is important. People and especially Millennials can smell BS a mile away. Be upfront about your business practices and processes. Put them on your website in Black and White. Write and talk to your customers how you would like to be informed and spoken to. Talk about the pros and don’t omit the con’s. In the end you will be respected and rewarded for it. Being clear, straight forward and honest is always the best policy.

In conclusion your website can be a tool for engagement with your customer. Don’t fall into the trap that many websites fall into. Put yourself in the shoes of your target market. Ask fundamental questions such as: What do people want from my site and how can I engage them in a simple manner and guide them to the information they are seeking?

We welcome hearing your thoughts regarding websites being a vehicle of engagement with your customer. Feel free to post your questions and thoughts in the comments section below.

ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, creativebrandcontent.com - a marketing consulting company and Modularhomeblogs.com, a subscription blog service for builders. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards. Contact can be made at reed@creativebrandcontent.com or by phone at 540-488-2978.  

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