Being a successful marketer is a little like being a detective — you have to follow the clues and analyze the evidence to figure out exactly what happened. The difference, of course, is that you use that information not to catch a criminal, but to catch a customer.
And, as in a detective story, sometimes what’s important isn’t what happens, but what doesn’t happen. In “The Silver Blaze,” Sherlock Holmes had a famous conversation with a Scotland Yard detective:
Gregory (detective): “Is there any other point to which you would wish to draw my attention?”
Holmes: “To the curious incident of the dog in the night-time.”
Gregory: “The dog did nothing in the night-time.”
Holmes: “That was the curious incident.”
Are the dogs not barking for you? Or are they barking but not biting? If you’re attracting visitors to your website but not doing so well at converting them to customers, you need to look at not only the content that is there, but also the content that is missing.
Modern consumers often start the path to a purchase by doing an online search for information, so make sure your website has information that helps people in the preliminary stages of that search. Some of them will have a clear idea of what problem they need to solve, but only a few will know what the solution might be. They need to know not only why your product or service is the best, but why they need that product or service to solve their problem.
Most potential customers are coming to your website for either technical or product information, or for reviews from previous customers. Technical information is usually the first content posted to a website, but companies fail to provide testimonials from current customers as well. You can do this either with an overview (statistical information like ratings, or brief excerpts from customer comments), or with detailed case studies of individual clients, as appropriate.
There’s no mystery here — in fact, it’s elementary: Provide the content that will help convert visitors to customers, no matter where they are on that path.