When it comes to new business there are generally three types of customers:
- People with immediate needs
- Personal referrals
People with immediate needs
These people are short on time, they use search engines and phone up or email the first few results they see. They reckon that if you can appear on the first page of Google then you probably know what you're doing.
If this is your typical new customer then you should be driving your content strategy hard and your website should be utilitarian - function should drive form and it should be super easy for the customer to see what you do and how to contact you.
These are people sitting at home in the evening on their iPad or grabbing time at work on their desktop. They have plenty of opportunity to look at the competition and compare products and services.
Website form becomes more important as people have time to reflect on how things look - if you appear lame next to the competition you're going to lose. Social media and social proof become more important as they have time to read what people say about you.
This is the lifeblood of most smaller businesses - mine included and they can be either of the above.
These people are less worried about your digital footprint, sure it's got to look professional but it acts as a verifier rather than a converter.
Does your website match your customer?
Go back and look and your last 20 transactions, is there is a typical customer type? Now look at your website and marketing strategy. Do they match?
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