In a previous post we answered that question with ways your branding can remove friction in decision making, today we're gonna focus on the web side 🌐
I said this last time but it’s so good I’m gonna say it again: I know it can be tricky to dedicate brain space to the buyer journey when we’re up to our eyeballs in the day-to-day of running a business. But, the more you actively remove friction from your brand’s online presence, the less you need to push when it comes to sales.
….and the easier it becomes for customers to choose you. ✨
Website friction points that slow customer decision making
Mis-matched branding & website: Like we talked about last time, people are visual first. They look before they read and our brains create meaning and associations based on what we observe. When two things match, our brain subconsciously tells us these things belong together. When your social & website look completely different, it’s hard for people to tell that it’s the same company, and they’re more likely to forget your product or service.
SOLUTION 👉 Match colours, fonts, and language across all your platforms to help build brand recognition.
Leaving out the benefits: It’s easy to talk about features of your product or service. Aaand it’s just as easy for customers to compare your features list with your competitors. What sets you apart is the benefits that clients experience because of how you provide your service. So talk about the benefits.
SOLUTION 👉 Communicate the unique value you bring to the table, the transformation your clients experience, how they will feel or the time they’ll save when they’re done working with you.
Scattered details: Social media & email can be great communication channels, but they are channels, not the source. Unless you have one centralized place (i.e. landing or sales page) for your offer, you’ll be repeating the same info on multiple platforms. Without a home-base for information, interested buyers won’t know where to find all the details they need to make an informed decision.
SOLUTION 👉 Guide your clients through the buying journey by providing direct access to the info they need.
How can you make it easier for customers to choose you?
So when you're thinking about your own brand experience, ask yourself…Where can I remove friction in my customer journey? How can I make customer decisions easier? Am I accidentally leaving people in limbo?
The more centralized & unified your visuals and information, the better! 🙏
That’s why I’ve created the Brand Audit - a thorough assessment of your brand & web presence to help identify points of friction along the buyer journey.
The audit includes:
→ Buyer Journey Analysis
→ Video audit of your website
→ Website performance stats
→ Google Profile audit
→ Strategy Roadmap
✨ BONUS: You can use this as a credit towards any branding or web package with me.
If you’re ready to jump into action or have any questions at all, reply to this email or book a call anytime. Always happy to chat!
Comments