So you have a professionally designed company website, but do you know how to market your company?
For many companies, the focus is on creating a functioning website and writing about their products/services or even the history of the company. While your goal should indeed be to get the word out about your products/services and your brand, the approach has to be focused on the user’s perspective.
You have to start by creating a web design that is relevant to the user and communicates some kind of value. For instance, if you’re selling gardening supplies, the website’s color and design theme should reflect that the user is in the right place. At the same time, you want your brand to come out in the web design and convey a unique benefit of purchasing from your company. The brand usually has it’s color and design themes, and if it doesn’t reflect what the target audience is looking for, a rebranding project may be required.
Next, you need to write your message from the user standpoint. Rather than try to tell the user what it is you’re selling and why they should become a customer, you need to start by getting in the head of your target audience. Find out the conversations they typically have when they’re shopping. Figure out exactly what they’re looking for and the reasons why they want to purchase the products/services. After you gather your data, you can create a message that’s precisely crafted to appeal to your target audience.
To give an example, a company may be trying to sell lawnmowers by focusing on the technical aspects like the features and functionalities. However, the core audience may be looking for an effective product that provides a great value for their money. It would be a better idea for the company to rewrite its message by focusing on how its products have durability, longevity, and easily replaceable parts. They can still talk about the technical benefits of the lawnmower but as a secondary benefit.
Of course, not all websites have the goal of making a sale. Some companies’ digital marketing goals are to focus on their branding to build an audience, strengthen their authority, increase visibility, and secure valuable partnerships. Even if the purpose of a website is branding, you need to write for the user. Most companies use outdated company history messages to convey the credibility and authority of their brand.
Instead, you want to create a story that’s relevant, entertaining, and meaningful to the audience. Come up with a story that’s engaging and would be interesting from the user’s perspective. Use visual imagery to make the story exciting. Use lifting, emotional, and active language to make the story desirable to read and easy to understand. From a design perspective, using parallax design in this scenario would be a great idea.
The main message here is that you have to focus on your users if you want to properly market your company on your website. This requires you to undergo extensive research. It will take many reiterations of your message until you get it right, so you want to make sure that you are tracking your results via analytics to see what works best. Web marketing is a process that demands repetition of this process in various forms, so it’s a good idea to start getting used to it.