There are several ways that a website can work for your company. A solid online presence allows people to find you easily through searches, provides a “virtual” storefront that can be visited by people around the world, and creates a place for customers to shop without leaving their home. Your website is where clients learn about you, your company and your products, and is often the first impression people receive of your business.
Calgary web design for increased sales is more than just building an online store and hoping that people will drop by and start buying. If there’s anything the Internet really doesn’t like, it’s randomness, and so your web design should provide clear and thoughtful steps for customers to take that filters them through a sales funnel that makes sense and will bring them back.
Top of the Funnel (TOFU) Calgary Web Design
TOFU marketing can generally be defined as the first element of your web design that draws people in. What attracts clients initially can be everything from your blogs, website page content, keywords, advertising and social media efforts, and these are all essential for good SEO results and consistent traffic. Your blogs and your site content should be set up to incorporate relevant keywords and should answer questions commonly asked about your services. Paid advertising can get you a head start on being recognized and found by search engines and your social media efforts deliver a huge reach to a wide audience.
But none of these elements invites interaction on your actual site, which means that although you managed to make a contact, you still have no idea who they are.
Middle of the Funnel (MOFU) Calgary Web Design
Watching how your regular pages perform is how you can figure out how and where to narrow your sales funnel to reflect the needs and wants of your clients. Which pages are being clicked on the most? What information are people looking for? Are they ready to make a purchase or just looking to find out more?
Once you think you’ve figured everything out, a landing page with a value creation offer is a great way to keep people interested without forcing a “hard sell”. The ultimate goal of a landing page or offer is to capture the contact information of a client so that you can then continue marketing to them and draw them further into your funnel. The “offer” can be a lot of things – a whitepaper, a “deal” (such as a certain percentage off your potential purchase) or even a free sample of some sort. It needs to be something that offers true worth and that opens up the possibility of feedback or discussion.
Bottom of the Funnel (BOFU) Calgary Web Design
A potential client has now found your website and your business, and filled out a landing page form in order to receive an offer. You have them as a permanent contact, and you know they are at least somewhat interested in what you have to offer. BOFU marketing involves following up with these people to ensure they received what they wanted and to hopefully assist them further with their purchase. This can be done via email, telephone or even printed letter, and should include a thank you for their interest and another value offer if possible.
