Convincing Persuasion Architecture

While SEO is essential to drive organic traffic to your web site, this has little value if the web content that visitors see doesn’t provide the information or the answers that they are seeking.

 

But what are they looking for? This depends on where they are in the buying cycle:

• Early visitors - typically users or their direct managers - are looking for a solution to a specific business problem.
• Later, as the company narrows down its choices, and as other stakeholders become involved in the decision-making process, different visitors come by. These might include technology influencers and economic buyers and, in some cases, decision makers themselves.

Each of these site visitors is looking for different information. The user wants to know if the product can address his or her pain. The technology influencer wants to know how the product is delivered or architected, how easy it is to integrate into the company's current environment, and wants to understand the deployment/implementation process. The economic buyer wants to understand price points and ROI. The decision maker is more likely to be looking for information about the vendor. Is this company reliable and trustworthy? Will it be there for the long haul? What levels of post purchase service and support does it offer?

 

It is therefore essential to the success of any Search Engine Marketing program to also focus on the development and definition of a web site's ‘persuasion architecture’, to ensure that site visitors can get to the information they are seeking quickly and easily. A good persuasion architecture also provides frequent exposure to value-added content that incites visitors to 'self identify', which contributes to the growth of web-generated leads.

FunnelBuilders can help you define, develop and implement an effective persuasion architecture for your site, ensuring that your site visitors don't leave disappointed. 

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