Optimizing your website in order to attract visitors, convert them into qualified leads and beyond requires a great strategy. Before you can start planning anything though, you’re going to need a clear understanding of just who those people are. This starts with developing your buyer personas.
Once you have a clear picture of your dream customers, you can begin creating a lasting website experience that takes them all the way through the buyer’s journey with great content, great design and proper keyword optimization.
What does optimization even mean?
One of the most common buzzwords you’ll hear in online marketing is Search Engine Optimization, or SEO. Many businesses and even some marketers believe that SEO is the be all and end all for acquiring new traffic. But optimizing a whole website for your buyer personas involves so much more than just making sure you rank highly in search engines. The goal of a truly optimized website is to make the entire experience as effective and functional as possible.
So how else can a website be optimized?
You can optimize a website for all three phases of the buyer’s journey. Making sure search engines rank your content highly is important, but your real optimization effort should be on the people using those search engines. After you’ve attracted these visitors, how is your website going to convert them into leads, or give new customers a big honkin’ can of fabfuel that they can spread like wildfire with all of their friends?