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Web design is a complex process which encompasses many different aspects of visual and aesthetic design elements.  Another part of design relates to user experience and usability which relates to the content of the website.

Developing your value proposition or main marketing message is really about storytelling.  The science relates to how brands communicate to their audience and engages our brains.  Crafting a story for the home page can give us all we need to incorporate the basic elements we need.

Start with the buyer journey and map out the experience. Awareness, Assessment, Decision.

Your prospective buyers are searching for answers to their questions and solve their pain points.  This starts with the awareness stage, get's more detailed in assessment, and finished with decision.

Let's use an example.

Tom is an HR manager at an electronics manufacturing company with 150 employees.  With all the changes in health care he is having trouble keeping up with all the regulations that his company needs to comply with.  He's looking for help in figuring out these complex policies.

Tom is going to be searching for employee benefits agencies to give the services he needs.  So he'll probably start with searching online for....well, "employee benefits agencies" and get a whole bunch of agencies listed on search engines.  This probably isn't a great result because the choices are too broad.  So he'll add some more keywords to refine his choices.  If the company is located in Seattle. WA he might use that as a source to find local agencies.  Or, he will probably search for something like "employee benefits for health insurance for electronics manufacturing".  This is called a long tail keyword.

If your agency had written an article specifically targeting these types of companies there is a good chance you'll be listed on the search engine results page.  Or, another way to get listed is to use Pay Per Click ads which place ads for these keywords and you pay an amount if someone clicks on them.

So let's say Tom clicked on your link and boom! they are on your home page.  Tom is in the awareness stage of the buyer journey because he's never been on your website before or didn't know about your agency.  The first thing Tom sees is a simple phrase "Understanding employee benefits is hard.  Find out how to make it easy".  There's also a call to action button "Click here to make it easy".  What do you think Tom is going to do?  Pretty good chance he'll be clicking on the button because he's looking for that answer.

The button opens another page for services which briefly describes how your agency is going to make it easy.  Tom is now in the assessment stage of the buyer journey because he's assessing your services.  He wants to know more details on how this is going to happen.  He'll also want to know some costs and how others have experience this service.  This is "social proof" that can include testimonials and reviews.  

Once Tom has finished reading the information on the page he sees a call to action to sign up for a webinar.  To attend the webinar Tom fills out a form which is nurturing him further down the funnel to making a purchase.  Tom is now a quality lead that can be handled by sales.  Sales will work the lead and close as a customer.

This is a very simplified version of the buyer journey so now we need to weave a story throughout the process to enhance the experience.  Tom is one of just many "buyer personas" that may have been developed as part of attracting the right kind of visitors to your website.

The first step in defining your buyer personas and designing your website starts with an internet marketing analysis.

Click Here for a Free  Marketing Analysis

Topics: Inbound Marketing, web design

Tony Sova

Written by Tony Sova

Owner of Softwired, a web design, SEO, and Inbound Marketing firm.