image credit: Cellular Immunity
The Web, right now, is the ultimate competitive environment for attention. Everybody on the Web has limited time (even if they spend 24 hours each day surfing Websites).
It simply isn’t possible to view all of the quality content on the Web.
So the battle is on for you to put out content and market that content so your Website can gain the attention of the limited resource you’re after – the attention of hunters.
How you structure your Website or blog (or combination of both) is just as important as the quality of the content itself. You can’t have one without the other. You can’t have a great product or service or content without equally great marketing and you can’t have the best marketing without a quality product to market.
I think it’s important to focus on how you present your products, services, and content on your Website just as much as you focus on creating your product, services, and content.
If you own a Website and you see the stats of your visitors or if you pay attention to your own Web browsing habits, you’ll probably understand that most of the time you bounce off Websites that don’t have structure and interest and stay on Websites that do (this is of course assuming the sites have content that interests you).
So while you’ll need to create remarkable content, it’s also important to focus on the structure of your Website if you want to be the source of satisfaction for your readers’ attention.
The structure of your Website is important, especially during the planning stages of the development of your Website, because you have to think about how you can make it easiest for your customer to go through the buying process efficiently and effectively.
You want the visitors to your Website to be able to navigate your site no matter what stage of the buying process they are in.
One important thing to remember is that you are not your customer. You already know more about your business and your products than anyone else. Your customer may just be looking to discover an answer to a problem they have while stumbling upon your site. They may be looking for as much information about your product before they actually make the decision to purchase or they may be ready to purchase this very minute.
Let’s take a look at those three types of business offerings (product, service, and blog content) and discuss a few ways you might be able to drive your customers deep into the content on your site.
Product (or Service) Company
If your hunting business specializes in making remarkable products that significantly help hunters in their pursuit of trophy game then there are two different types of Website you can have 1) Informational (no selling on your site) 2) Informational and E-Commerce (you sell your product on your site).
The important thing to remember is that your customers are going to find your Website during different stages of the buying process. Not all of your customers are going to discover your Website and product for the first time and not all of your customers are going to have done their research on your company and product and are simply looking for a place to make their purchase.
Let’s look at a few quick tips for each of product sites. (They really aren’t that different.)
For an information site your main focus is going to be on putting out enough content to convince your customer to purchase your product. Your target visitors are going to be in the discovery and research stage.
Your customers in the discovery stage will likely find your Website via a search query then enter into one of the search engines, like Google. They’ll be searching for slightly more specific terms than you may first suspect like “top bows for 2009” or “best tree stand for bluff country”.
You’ll want to focus your content on terms like these.
This is where a blog becomes important.
Search engines love blogs because blogs are generally a source of constant information. Search engines like your site if you are continually putting up valuable and unique content.
Search engines will also love you because they’ll be showing their customers (people who search) relevant and up-to-date content.
With a strictly informational site you’ll also want to make sure to include more detailed information about your product.
When your customer is in the Discovery Stage they don’t want a bunch of detail – they want to be intrigued by the benefit your product might provide them.
However, when your customer reaches the Research Stage, they are interested in learning as much as they can about your product. This is where you can provide more detailed information in an easy to follow and functional way.
Information and E-Commerce Site
With an information site plus an e-commerce site you’re going to want to have all of the aspects of the information site plus you’ll want to focus on the Ready to Buy Stage of your customers purchasing decision.
With an e-commerce site, you have the ability to suggest complementary products during the stage when your customers are already in the buying mood. You’ll want to focus on providing them options that add even more value.
A few ways to drive visitors deeper into a product Website include:
“You may also like…”
Our Top Ten Products
Our Top Searched Terms
The thing to remember if you’re a product company is that it’s easier to provide your current customers with something more than they’re already buying from you. Look for products to complement the products they are already purchasing and allow them to discover these products as they’re going through the purchasing stages of the products they’re already committed to buying.
If you’ve seen a few posts on this site you’ve probably recognized that I’m a big fan of blogs.
Take a look at a few of my previous posts and pages:
The reason I’m an advocate of blogging for your hunting business Website is because a blog will provide search engines (and your customers) with tons of up-to-date and useful content, unique insight, and answers to problems.
A blog also provides you many ways to drive your customers deep into product/service relevant related information.
You can use text links, lists, categories, archives, and highlighted posts to drive your current and new customers deep into your posts.
Here are a few more ways you can drive visitors deep into your blog content:
Related post links
Related offsite post links
Suggested reading links
Post series (Part 1 through 6 for example)
There are so many ways to direct point your readers.
I’m sure you can come up with more suggestions.
If you have any please feel free to share in the comments.
You have to remember that Web users will do what they want, but there are a few things you can do to try and capture their attention while they’re on your site.
The goal of any Website owner is to provide valuable content, products and services for their target customers in a way that is easy to digest and follow.
Figure out ways to drive your visitors deeper into your site by providing them more value than the content they first discover on your site.
Even if your loyal visitors come to read your new content, things like text links and suggested reading are important.
I visit many blogs nearly every day that provide text links that still drive me to content I haven’t discovered on the site yet.
Do you have any more ideas for driving deeper engagement on your site?
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