Companies are investing ever greater amounts in personalizing the buyer and customer journey. Too many fail to recognize that personalization starts on your website.
Gartner, McKinsey & Company, and Forrester have all done research showing companies proficient in personalization convert buyers quicker, sell them more, and retain them longer.
The demand for personalization has set off a wave of new investment. Marketing as a percentage of revenue grew from about 5% to 7.8% of revenue between 2011 and 2022.
Despite this investment, less than one-third of companies have a truly personalized website experience.
Here are 3 steps to personalizing your website to engage and convert more ideal buyers.
The One-Click Rule
Your buyers want to experience your website as if it was created just for them. It makes them more likely to engage and start a conversation.
Build your website so that visitors get content personalized to their goals, roles, and market segments in just one click. Multi-column layouts makes it easy to build pages for:
- Key use cases that highlight how you help drive revenue, reduce costs, build efficiencies, create a different team, employee, or buyer experience
- Key personas that speak to the value for end users, business decision makers, technical buyers, financial buyers as well as the C-Suite
- Key segments that highlight your value to specific verticals, whether SaaS, manufacturing, life sciences, retail, or specific segments in the government, higher education, or K12 market
TOFU Content Personalization
To credibly personalize for each buyer, you need to present content that shows how you serve their needs rather than just claiming you do.
Every single one of your website pages should target a buyer goal, role, or market segment needs for top of the funnel (TOFU) content to drive awareness, share information, and support conversion.
TOFU content needs to be quick hitting and easy to digest.
Blogs with problem-solution highlights around your capabilities; success stories featuring peer customers and infographics are all great TOFU content.
MOFU Content for Evaluation
There is nothing wrong with putting a “Demo Request” or “Let’s Meet” button on each webpage.
But recognize that most buyers who come to your website are not ready to speak to anyone. Instead, give them a reason for a deeper evaluation and consideration.
Strong blogs and success stories allow you to build middle of funnel (MOFU) content that supports just this consideration. They help you to build eBooks, Diagnostics, and ROI worksheets that allow a buyer to do their own “solutioning” and consider your unique strengths.
We live in a world in which buyers expect hyper-personalization. Don’t miss the opportunity to start a personalized conversation right from your website.