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Your Website Content and the Buyer's Journey: A Match Made in Heaven

Written by Diana Biffl | October 31, 2018

When talking to prospective clients, we often hear, "My website traffic is pretty good, so how can Inbound Marketing help us?" We respond with a couple questions of our own:
  • How much of that traffic contains quality leads for your business?
  • More importantly, how much of that traffic converts into closed customers?
Cue the deer-in-headlights look!
Getting traffic to your website is only the first hurdle. The second challenge is to provide content to visitors that is relevant to where they are in the buyer's journey. Once you do that, those website visitors will be much more likely to turn into paying clients. If you stop your efforts at getting "pretty good" website traffic, you're only scratching the surface of what your website content can do for you and your business. 
We really like this diagram that one of our partners, HubSpot, created. It illustrates the stages of the buyer's journey, and how the content offered to your visitors should match their intent at each stage. 
Now that you see how your content can help guide visitors to a sale, here's some important steps to consider about your website's traffic and content.

Assess Visitor-to-Lead Conversion Ratio

Let's say you have 1,000 visitors coming to your website monthly, and of that 1,000, you are getting around 5 to 10 visitors submitting your "Contact Us" or "Free Consultation" form. That equates to a  .5% - 1% Visitor-to-Lead conversion ratio.  Since these visitors are actually requesting a call or an appointment with your sales department, wouldn't it be safe to assume they are open to be "sold" to? Yes. They have passed the "Decision" stage, and are really close to choosing you.
But what about all of the other visitors to your website? Even if they don't want to contact you directly, couldn't you convert more of them to share their contact information on a piece of no-obligation content?  This is where Inbound Marketing comes in to help drive your lead generation numbers and conversion percentages through the roof.  Which leads to the next point...

Nurture Visitors Not Ready to Buy

Out of the 1,000 visitors who come to your website monthly, many of them are interested in your business, but aren't ready to be "sold". Some visitors may not be ready for your sales pitch, nor are they ready to be contacted by anyone from your team. A majority of those visitors are simply doing research, and aren't sure that your company fits their needs.

Nurturing these leads over time with free resources and helpful content keeps you in touch them, without the sales pressure. So, let the content you share match where that visitor is in the buyer's journey. For example, provide an e-book or a how-to video instead of offering content that they're not ready for yet, like a live demo or a coupon. 


Deliver Content Correctly

The time and delivery method of content like emails, video or social media is important. Content served to the right people in the right context can be a huge time saver for both you and your prospects! Optimize and analyze your efforts as you promote your marketing content. Let your content pre-qualify your prospective clients for you. Then convert, close, and follow up with those who expressed interest and provided you with valuable information about them, such as their budget and timeline to make a decision.

Wouldn't it be great if your sales calls strictly consisted of closing clients based on their specific needs or interests? Instead of answering the same basic questions and overcoming the same objections, the sales team now has the strongest leads who are already qualified through this content marketing approach. By leading prospects through the funnel toward a purchase, you'll no longer play a guessing game or spend the same amount of time to get a "no" as you take to get a "yes." Your website content leads the right clients to you since it follows their buying journey. That's the power of effective content marketing utilizing an Inbound Marketing methodology! 

Download your FREE copy of our "25 Website Must-Haves to Generate Traffic, Leads and Sales" and learn how to optimize and accelerate your website marketing today!



Diana Biffl
Diana Biffl

A nerd for content strategy and analytics, Diana is an energetic digital marketer with a passion for using words to make connections. She has experience growing the digital presence of a wide variety of clients, from local lifestyle brands to international B2B and B2C brands. Diana has a perpetual drive to learn more, motivating her to consistently bring new technology, creativity, and fresh thinking to her clients’ strategies. Diana embraces change, and loves to use data to propel existing marketing plans forward.