Or how to get your customer from A to Buy!
I’ve helped many clients decide the content structure for their website. At first it can seem very complicated, especially if you’re working from an old site that has evolved in quite a haphazard way over the years.
My aim is always to go back to basics and think about the journey your potential customer is taking.
In simple terms, if you’re trying to sell a product or service you want your customer to understand what you’re selling and also why it’s great. But you’re also attempting to convince them that you’re trustworthy, and that your claims can be backed up.
After you’ve sold the product, the journey doesn’t end. Your customers will want help and support to ensure they can use the product correctly. And, assuming they love your product, they’ll want updates from you down the track.
So how do you get your clients from A to Buy as quickly as possible on your website?
Translating this journey into a site architecture or sitemap could look something like this:
|Step 1: The BIG SELL||Home|
|Step 2: What is it?||About/What|
|Step 3: Why do I need it?||Benefits/Why|
|Step 4: Okay, I’m keen. Tell me more||Features/Services|
|Step 5: Who else is using it?||Clients|
|Step 6: What do they think?||Testimonials|
|Step 7: I want to see it.||Portfolio/Demo|
|Step 8: Before I buy, who the heck are you?||Company/Team|
|Step 9: I want it!||Contact/Buy|
|Step 10: I’ve got it; now help me figure it out.||Support|
|Step 11: I love it! Send me updates.||Newsletter, blog, news|
|Step 12: I want to tell the world.||Social media|
I believe this KISS structure works for nearly all websites selling a product or a service. That’s why many big brand sites have a similar structure with similar names for their pages. It works; users can make their way through the site without having to think too hard, allowing them to focus on your product.
What do you think?
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