Many Australian SMEs pour effort into getting people *to* their website, but not enough into what happens next. A common mistake is treating all website visitors the same. We know from experience that people arrive with vastly different levels of understanding about your product or service – their ‘buyer awareness’. Optimising for these different stages dramatically improves conversion rates.
Think of buyer awareness as a funnel. At the top, people are simply aware of a problem or opportunity. As they move down, they consider solutions, then specific brands, and finally, they’re ready to buy. Your website needs to cater to each stage. Here’s how:
- Problem Aware: These visitors are researching general topics. They don’t know your solution exists yet. Focus on informative content like blog posts, articles, and videos addressing their pain points. Think ‘how-to’ guides, checklists, and industry insights. The goal isn’t a sale, it’s establishing yourself as a helpful resource.
- Solution Aware: Now visitors know *a* solution exists, but aren’t necessarily looking at yours. Compare solutions generally – what are the benefits of this approach versus others? Case studies demonstrating positive outcomes are powerful here. Landing pages should focus on the *category* of solution, not your specific product.
- Product Aware: These visitors know your type of product and are considering specific brands, including yours. This is where detailed product pages, feature comparisons, and pricing information come in. Testimonials and social proof are crucial.
- Decision Aware: They’re ready to buy, but might need a final nudge. Offer free trials, demos, consultations, or limited-time offers. Make the purchase process incredibly easy and address any remaining objections with clear FAQs and guarantees.
A key tactic is mapping your website content to these stages. Don’t just have one ‘about us’ page; create content that speaks to each level of awareness. Use website analytics to identify where visitors are dropping off and tailor content accordingly. For example, if people are leaving product pages quickly, they might not be ready for that level of detail – they need more solution-focused content first.
By understanding and catering to different levels of buyer awareness, we can transform your website from a digital brochure into a powerful conversion engine. The next step is to audit your existing website content and identify gaps in your awareness-stage messaging. A simple content map will help you visualise and address these opportunities.
