Are you struggling to find the messages you need on your website…

Nigel Back Author

To convert visitors to clients?

Are you struggling to find the messages you need on your website…

To convert visitors to clients?

Websites have to be many things to many people

For some your website is …

• A resource for information and learning that you share in your blog

• A way to find out more about what you do and how you can help them

• A point where they can get access to you, your services and solutions (that help them solve their problems)

• An entry point to your community and your network of like-minded people

• A glimpse of what it is like to work with you

• A way to learn more about you and whether you are the right person to end their struggles

• A place where they can hang out until they are ready to make a decision

The copy you share on your website needs to provide for all those needs without being overwhelming or confusing – and always considering at which stage of awareness they enter your world.

In a previous blog, I have mentioned Eugene Schwartz’s 5 stages of buyer awareness with regard to a Pinterest marketing strategy: https://www.theworddistiller.com/blog/how-your-customer-awareness-stages-influence-your-content-creation

These five stages are similarly important for your website and just to recap:

The 5 Stages of Buyer Awareness

👉 Stage #1: UNAWARE - these buyers are not aware that they have a problem or that there is a solution to their problem. There's no real point in marketing to them.

👉 Stage #2: PROBLEM AWARE/ PAIN AWARE - the buyer is aware of the pain and that they have a problem, but they don’t know that there is a solution. Your content needs to educate on the problem and that there are solutions to the problem.

👉 Stage #3: SOLUTION AWARE - The buyer knows that there are solutions but hasn’t chosen a solution – and is not aware that you have a solution. Your content needs to educate on the solution and that you have a solution that can solve their problem.

👉 Stage #4: PRODUCT AWARE - The buyer knows that you have a solution but is not entirely sure that your solution solves their problem. You are educating on existing solutions with a particular focus on pointing out that you have a solution! You can start educating your audience about how your solution is different or better.

👉 Stage #5: MOST AWARE - The buyer knows your solution pretty well and they are almost ready to buy. They just need some final details to make a buying decision. You need content on benefits & differentiation and sales copy that gets them across the line.

These stages matter because your website needs to contain the information that your visitors need to take them from arrival to buying decision.

But let’s start with…

At which stage does your audience arrive at your website?

Your website visitors arrive at your website through links that they have found on social media, through referrals, ads, lead magnets, affiliates or search engines.

That means, that they are at least in stage #3. They are solution aware. But they could also arrive at stage #4 - product aware or stage #5 - most aware and ready to buy.

Each of these visitors needs their ideal path to your solution.

What “most aware” visitors want (Stage #5)

A stage #5 visitor has visited your website before, researched you, learned all they need to learn to make a decision and have come to purchase from you.

They don’t want to start at point A where they have to learn all about you all over again.

They just want to get to the goods!

They only need to know that they are in the right place and what they need to do to buy or sign up. They don’t want to waste time scrolling and searching for your checkout and you need to make it easy for them to achieve just that.

Visitors who are ready to buy just need to arrive at your website, check quickly that they are in the right place (your header and sub-header should tell them that) and where to click to check the final details before they buy.

For them, you need a call-to-action or CTA button above the fold that takes them to the solution they want.

The messages that your most aware visitors want are a reminder of the biggest and most crucial long-term outcome that you can offer them (in your header), a little bit more detail about what you offer and which pain points you address (in your subheader), and a quick access point to your solution (your CTA button).

What “product aware” visitors want (Stage #4)

Your product aware visitors need a bit more. You are one amongst other providers that they are looking at. They are trying to decide whether you have the right solution for them and whether you are the best person to give them the results they want.

They want to compare you to other providers and need messages that let them understand that you provide superior value and that (and how) you are different in a way that aligns with their needs. Your USP and value proposition come in handy as well as a short overview of what solutions you offer, how it’s better and different, and how you as a person are a better match than your competition.

They want to quickly find a way to learn more about your solutions (on your services or product pages) and you (your about me page).

They need messages and clear sections that help them orientate themselves on your website and find the information that they are looking for.

For that, they need a short section that describes your solution(s) with a CTA button that takes them to a page that contains more detail about your offer. This could be a service or sales page.

And should they already know which solution they want but want to make sure that you are the right person, then they need a short intro about you, with a CTA button to learn more about you on your about me page.

Needless to say that from your about me page, you need to send them on to your services or sales page.

What “solution aware” visitors want (Stage #3)

Very often, solution aware visitors arrive on your website through your blog. They are researching solutions and want the knowledge that educates them on the options they have to solve their issues.

These visitors need to revisit your website for more information until they know enough to progress to the next stage where they are “product aware”.

There are a couple of things that are important here…

Your content (i.e. your blog posts) needs to create value through small wins that they can obtain through the knowledge that you share.

You need to make it easy for them to receive more value from you. You can do that through a free resource (or lead magnet) that gives them a little more value than the blog posts and that persuades them to subscribe to your email list where you can nurture and market to them - straight into their inbox.

In your blog and email content, you need to share messages that explain in detail what solutions you have to offer, how these solutions are going to help them, that you are best qualified and to be trusted to deliver a distinct and superior solution.

More on how to create messages that convince your audience that your offer is significant and distinct in another previous blog: https://www.theworddistiller.com/blog/how-can-you-influence-your-audience-to-believe-your-messages-and-see-the-value-that-you-offer

And, especially in your emails, you can share your offers on a recurring basis.

Blog and emails are also places where you can share more about yourself that they can’t find on your website. Here you’ve got more space to go into more detail and use other marketing tools like storytelling to connect with your reader on a deeper level.

So, here you have it…

An overview of what messages you need to share in which places on your website

What’s left for you to do is to review your website and check whether you have created the right messages and a path for your (different-stage) visitors to find their way from just learning about you to buying from you.

Remember, that your website is more than a vanity piece that proves that you run a legitimate business.

Your website is a crucial part of your conversion mechanism – if you make it so.

And, if you need help with that, then send me a message and we can talk about it in more detail.