Three steps for nurturing people through your website funnel
A web strategy system is essential if you’re looking to own your market niche. And your website is the most vital component of this system, although it is often the most misunderstood.
The purpose of most business websites should simply be to attract quality people and nurture them from being first time visitors all the way through to becoming happy customers who rave about you to their friends!
Top of the funnel: Leads
First time visitors to your website will arrive from social media, a search engine, backlink or direct referral. They’re usually looking for some type of information, so the idea here is to provide them with the exact content they’re after.
Your content can be split into two categories: No risk and low risk. Risk-free content means no registration is required and usually a great blog does the trick here. Low-risk content is where someone must enter their name and email address in exchange for downloading something for free, like eBooks, tools or market reports.
Anyone who willingly gives you their email address can be considered a lead, even though they may not be ready to buy yet. Your job is to educate these people over time, via email, as to how they would benefit from the services you offer.
Middle of the funnel: Prospects
This is referred to as the “validation” phase of the buying process. People understand the potential benefits and they are deciding which supplier is going to be the best choice.
At this stage, people will want to know why you are a safer, better, faster, more reliable or more reputable choice than your competitor. If you have a truly remarkable point of difference now is the time to hammer it home!
The type of content you need to showcase at this stage is webinars, videos, product reviews, price comparisons, and credibility indicators like press mentions, case studies, testimonials and guarantees.
Bottom of the funnel: Customers
This is when people know, like and trust you and they are ready to become a customer.
Sometimes people get cold feet right before they buy, or suffer buyer’s remorse immediately afterwards, so you want the sales process to be as reassuring, smooth and remarkable as possible.
Of course, once they’ve made the (right) choice to go with you, the real work begins. The challenge is to exceed your new customer’s expectations, and do it consistently over time!
If you succeed in doing this, you’ll build an army of advocates who will tell their friends and you’ll enjoy an endless stream of leads, prospects and customers!
If you’d like to understand more about putting a web strategy system in place, you might like to read my free Web Strategy Secrets eBook which you can download from my website.