What Should Your Website Look Like?
In our initial discovery stage, clients will often look at beautiful, sexy B2C websites & want to emulate them. And sometimes that makes sense. However, as we often say, it depends on a few factors. Not everyone should have a Lamborghini. Because, for some, it’s better to have a functional Volvo.
Here are 3 questions we often ask clients to frame the design of their website:
1. Who does your business target?
Are you B2C or B2B? B2C typically focuses on conversion & quick emotional purchasing decisions. Think Amazon. In contrast, B2B websites cater to businesses. These can be higher-ticket purchases. This means they may need more detailed information before committing.
This is just one broad example. Obviously, you can find more niche target audiences within those 2 broad niches as well. For instance, Proactive Business Services, a recent client, wanted to target businesses that were more tech-forward.
2. How will people find your website?
How do people generally find your website? Because, if they find it organically & have never heard about it before, that frames the website differently from if they navigate to your site from your social media content.
In one scenario, they are cold buyers. In the other scenario, they have already engaged with your content.
Therefore, they will have different levels of trust. Cold buyers may need case studies, results and testimonials. Whereas, warm buyers may need a gentle call to action to find out more.
3. What do you sell and how expensive is it?
Amazon can afford to be extremely conversion-driven because only 2% of products are above $100.
You don’t require as much nurturing and trust to buy a $50 product, in comparison to a $5000 investment into personal coaching.
For the higher-ticket B2B businesses we work with, they often want their website to look professional and build credibility. This increases the likelihood someone will enter the sales funnel and book a call. The website isn’t about selling. It’s more about piquing curiosity and prompting that next step into your funnel.