What you need to know about website strategy

by. Jared Miller

It might not seem like it, but the role of a website has changed over the last five years. How so? Even though consumers are still using websites for the same basic reason (to get information that ultimately leads to a purchasing decision), they type of information they’re looking for online has changed.

When Google conducted a consumer study in 2011, they found a fundamental shift in the traditional marketing model. It turns out that these days, the most influential stage of a consumer’s decision making process is what Google calls the “zero moment of truth.” That’s the stage where people dig deeper to research the product, ask for feedback and evaluate their options.

Now, this isn’t a huge surprise to marketers. We all know that people do their due diligence before they make a purchase. The surprise is that a lot of websites still don’t take this into account.

What’s Most Important in a Website?

Hint: it’s not functionality and it’s not design. While those aspects are both important, content and journey mapping are the elements that will truly make or break a website. That nice interactive slider might be visually appealing to a user, but when they can’t find the page they need in a few clicks they’ll leave your site for someone else’s. If they can see rates on a mortgage but can’t find answers to some preliminary questions they have about getting a mortgage, don’t be surprised when they end up taking their business to somebody like Chase, whose site has helpful content that nurtures a sale. [LINK TO CHASE MY HOME] The most important thing about your website is how well it helps the consumer achieve whatever it is they’re trying to achieve.

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