Four months. That’s how long it took to re-vamp my website home page. The majority of that time was spent on solving a complex problem.
The #Strella website attracts thousands of visitors that convert to a few hundred leads each year. While this is an outstanding amount of leads, we found that our conversion rate was low. After much examination, we discovered that what we do was not in alignment with the perception our website gave the prospect. The previous home page graphic and copy encouraged users to keep their sales pipeline full using social media. If you’ve been following my posts, you know that we rarely identify ‘sales’ as the result of social media marketing.
The old copy was not meant to be misleading. Social media is relationship marketing. Developing and nurturing those relationships enhances the know/like/trust process that can lead to a buying opportunity. However, I do not believe we spent enough time making the case for the importance of relationships in that journey.
The goal of the new home page was to better align the customer expectations with our services.
All too often I encounter organizations who do not place enough value on the importance of a consistent and responsive social media presence. This is not necessarily intentional. Many just do not know what they don’t know. This was my exact challenge as I developed the copy for the new home page. As I said in my previous post on this website refresh, how do you make something appealing to people who are unaware that they need it? How do you showcase that it will transform their organization when they don’t think need they need it?
Indeed, it’s been a complex journey to put into words the importance of what we do.
Four months. Was it worth it? You be the judge… https://strellasocialmedia.com/