Most of us have some idea about what a website is and how to use one. After all, you’re using one right now!
However, they can be a lot more in-depth than they appear at first sight. There are many components to websites that a lot of people aren’t aware of. When it comes to marketing strategies, there is some useful information to know to get the most out of your site.
An important element that is also worth considering is the marketing funnel. Sometimes people get websites and funnels mixed up, which is an easy thing to do when you’re not a digital marketing guru! You might even be asking, “What is a website funnel?”
In this article, we will explore websites and sales funnels, how they differ, and how they work for you. For personalised advice, please contact our team at practiceedge today.
What Is A Website?
Online marketing is constantly developing new ways to attract audiences but websites remain a steadfast but ever-growing necessity in our digital-centred world.
Websites are a collection of web pages focused on a particular idea or business. For many businesses, their site may look like a homepage that gives an overview of the company. It may involve several pages outlining products or services and contact information. Sometimes a blog page may feature with various relevant articles – just like this one. Depending on the business and what they do, they may have many more pages for potential customers to view.
A website aims to provide valuable content to potential customers, clients, or patients to deliver insights into the business, including what they do and how they may be able to help site visitors. It’s all about attracting traffic, developing leads, and improving conversion rates.
What is a Marketing Funnel?
For anybody who doesn’t live and breathe marketing, a funnel may seem a funny thing to associate with potential clients and your business focus. However, in the world of marketers, it is a crucial strategy for your visitor’s experience and subsequent conversions.
A marketing funnel looks like the image in your mind, in a way. But picture it converting website visitors into loyal, returning customers. They enter the wider portion of the funnel at the top and make their way through until they come out of the narrow end: the decision stage. It moves them from a prospect to a solution – from targeted audience to customers. What you plan and carry out during the stages in between impacts how successful the outcome is.
How Does A Website Work?
To get a better idea of how funnels work in connection with websites, we need to understand how websites function at a deeper level.
A website generally consists of web pages set up in a way that is tailored to the needs of your business. When potential customers, clients, or patients land on your site, they can discover a range of content. This might include elements such as informative text, interactive aspects, images, and videos.
They will often begin at your home page, but may have been initially directed to a particular page depending on their specific search. Visitors then navigate around your site to relevant pages. This might be in a linear fashion, but often people zig zag to various areas.
For example, visitors to websites for dentists may travel from the home page to the orthodontics page, to the blog, before heading to the contact page. Meanwhile, another user may land on the orthodontics page initially, make their way to a page about prosthodontics, and then an article about cosmetic dentistry.
How Does A Sales Funnel Work?
A sales funnel aims to move traffic in a direct way from the point of entry through to the end point of a specific goal. Every funnel will look different depending on the business’ needs and ultimate end goal.
While all funnels will have their differences, they share several steps. These typically include:
The awareness stage is where the user may or may not be aware you can address their goal or problem. During this stage, you can provide information and be as helpful as possible to help them learn how you can provide a solution.
The person who has shown interest now makes the decision to engage with your business. This may be in the form of steps such as making a purchase, signing up for a class, service or free consultation, completing an application, calling to book an appointment, or booking an appointment online. It is important to make this process simple while providing an exceptional experience. If you build trust here, it could make all the difference to the long term outcome.
Related Link: Local SEO Strategies For Filling Your Appointment Book
Now that the user knows your business is capable of addressing their concern, it's over to them to consider whether they want to engage your services or use your products. During this stage, you need to help them understand why your product or service is the best option for them.
Your targeted audience has now become a customer, but now you need to keep them on board. To work towards that goal, you need to nurture, support, and engage with them. Effectively encouraging them to not only continue to use your products or services, but to spread the word about your business as well is the ultimate outcome.
Marketing Funnel Troubleshooting
Funnels are not leak-proof. You may find that some customers drop off between the entry and the exit. If this happens continually, you may need to work on your strategies. This could involve understanding your customer more, such as by working on your marketing persona. Another good way to address any leaks in your marketing funnel is by increasing user engagement. This may include steps such as providing real-time assistance and support, adding a chat feature, or creating more interactive content.
Websites And Sales Funnels: Together At Last?
Websites and funnels can go hand in hand to create a fantastic customer experience. Websites tend to have all of the information, while funnels are more specific. They work together in a smooth process to promote a business. Some organisations may even have multiple funnels depending on their audience and end goals.
Need Help With Your Web Pages Or Funnel?
Now that you understand more about what marketers see as vital steps to making a sale, sharing your brand, building interest, and making conversions, do you feel like your company’s digital storefront could do with an upgrade? Whether that might mean creating or improving your sales funnel, developing your landing pages or working out how you will capture leads, there are multiple opportunities to make your business stand out from the rest.
Our team can help you. With a wealth of experience with both websites and sales funnels, we assist healthcare professionals to reach more patients and grow their businesses. We know how to find the best solution to any website or sales funnel shortcomings that may be affecting your success.
Our aim is to determine the best course of action, get you noticed by search engines, and make a difference to your conversion rates. To find out more, book a call with us today.
