orrester revealed that 62% of buyers develop their selection criteria based on digital content before purchasing. This is a fairly obvious assumption, but how can we utilise this statistic to optimise our websites? Let’s start by understanding the buyer’s position.
Let me create a scenario. Alex is to take over the family’s butcher shop, which the parents opened 15 years prior. Alex’s parents were never tech-savvy, so they never had a website and were only listed in the local papers, so Alex is looking to do some digital marketing to expand the shops reach. Now there is the daunting task of choosing which agency to work with.
We need to get inside Alex’s head and create a list of questions that Alex might ask when choosing the agency.
For this scenario, we are going to ask three questions
1. Does their website look modern?
Having a modern website implies that the agency is up to date with current practices, and the purpose of hiring an agency is to modernise the business and have more reach. It is also vital that the website is mobile compatible, as Alex is probably searching for this in the downtime between customers.
2. What can they do / can they do what my business needs?
This question should be constantly asked while copywriting for the website. Alex is most concerned with seeing what value the agency can provide for them. Concisely presenting this information is essential; again, Alex is probably searching for this information in the downtime, so condensed, easy to understand information would be beneficial.
3. Is this agency worth paying for?
Alex will take over the shop, so all that is spent on marketing is coming directly out of the shop’s profit. It should be clearly communicated the benefits of choosing the specific agency and what value they can provide to increase the number of customers.
What should I take away from this?
We need to understand the needs of our potential customers and see why they would choose to outsource their digital marketing. The thought exercise of creating a list of questions that customers may ask themselves will help better understand these needs and help tailor content to best showcase the value that the agency can provide to the business. Try out this exercise next time you construct a website, and you’ll probably find that you’ve created a better designed and better-performing website.
Created by Zak on 01/11/2019, last edited on 20/05/2021.
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