First and foremost, you need to define your audience and their needs. Seeing the entire website through the eyes of your highest value customer groups and what they’re looking for will guide a good customer experience and greater lead generation.
To be clear: your ICP describes the ideal company that is your customer. Personas describe the individuals within those companies. Both concepts are important, but we recommend keeping it simple by focusing on ICP first, then high-level personas.
You can interview customers to learn more about what they’re looking for. You can also go straight to the sales team to talk about ideal customers and what customers want. Search for patterns among who is a good customer or what makes a good sale or project, and prioritize them.
You or your sales team might say, “We’ll sell any of our services to anyone who wants them.” Well, of course you will, but planning based on this scenario will not create a website that is a fine-tuned lead-generating marketing tool! Focusing your website on your best prospects and guiding them along a path toward what you most want them to do will make your website a fine-tuned lead-generating marketing tool. That doesn’t preclude serving other customers, too.
Key topics in this webinar include how to:
- Learn how to clearly outline what you do, and who it’s for, why people should care
- Identify critical services/products & revenue drivers
- Write a draft positioning statement
- Clarify your elevator pitch
- Identify primary SEO keywords