A WEBSITE ISN'T A LEAD SOURCE –
IT'S A DESTINATION.
Customer journeys are rarely the same across markets, but the basics are fairly consistent - all businesses need to attract, capture, and nurture. Organizations need to decide on the right mix of resources to support those steps based on a variety of market and customer-specific factors, but the fact remains: the customer journey often starts long before they see your website.
Our job is to think through how we're going to guide them to, and keep them on, the right path.
While many businesses hope to optimize their digital presence within an uncrowded niche, keyword research revealed consumer education in the Cryotherapy space wasn't yet advanced enough to take that approach.
I worked with Cryotherapy West Roxbury to optimize their SEO and SEM in a quickly growing marketplace: staking their claim at the top of the local business listings, testing Google Adwords for efficiency, and landing the #2 spot for their most coveted terms.
CLEAR THE PATH
Your best prospects are coming to your site to find something, and just like a greeter at a department store, our job is to show them how to find it as early in the journey as possible.
As RedRover redesigned their existing website, I helped them rethink their visitor journey from the customer perspective. A simple, but significant, example was flipping the language on their homepage from official volunteer and aid program names to providing visitors with clear direction based on the actions they want to take: Get Help, Take Action, Learn More.
This, along with other revisions, ultimately resulted in a 20% improvement to bounce rate on their homepage.
GUIDE THE JOURNEY
I helped this private club in Virgina place their prospects in an email nurture campaign based on where they were in the sales process, but while the emails drive plenty of traffic to to the website, the contacts weren't completing the journey and getting back in touch with the sales teams.
I rolled out a live chat on the website exclusively for these contacts, giving them a direct line to a sales person at the time their interest was piqued. No waiting, no frustration, and a 10% pickup in sales contact attributed to the nurture campaign.