After last week’s episode, I had to expand a bit more on all things website optimization. I’m a big advocate, as you’ll see in today’s post, of having a Home Base for your brand (aka your website).

Your website is a powerful tool that allows you to control your narrative, support your audience as they move through the consumer buying journey, and drive conversions. It’s a crucial component in sustaining a business in the long run. Every month, I’m getting anywhere from 5,000 to 10,0000 visitors to my website. This tool allows me to create consistency in my marketing funnel, and make sure that those that land on my website are supported.

In this post, we'll dive into some top tips for optimizing your website and increasing conversions to help you make the most out of your online presence.

Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:

How to create a clear website roadmap for your ideal customer that helps them move through the consumer buying journey with ease.
The importance of reiterating or repeating yourself across your website copy, and the three main elements to repeat!
A simple hack that can increase your conversions almost instantly!

**I’ve included the main points below, but I encourage you to dive into the full episode via audio or video!

For the full content, and all the insider tips, listen to Episode 116 now.

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Designing a Roadmap for the Consumer Buying Journey

One of the first steps in optimizing your website is designing a roadmap that guides your visitors through the consumer buying journey. From addressing symptoms to making the purchase decision, your website should strategically lead visitors from one stage to the next.

Picture your website as a roadmap guiding your visitors on a journey towards conversion. By aligning your content with the consumer buying process, from initial symptom awareness to the final purchase decision, you create a user experience that resonates and converts like magic.

A simple framework I teach my clients is the H.O.M.E framework for the Home Page of their website. Remember, with proper Site-Wide SEO, as taught inside of Brandmerry Academy, you’ll get the majority of your organic traffic to this page.

HOOK: Start with your Hook Statement which should share demographics of your ideal customers, their struggles, what they desire, and your authority to get them there. You can add additional storytelling elements by addressing their pain points and what they ultimately want.

OPPORTUNITY: Offer your visitors a chance to join your email list/ community by sharing a lead magnet or opt-in.

MEMORABLE: Build trust with your audience by sharing your brand's story. Share a narrative that resonates with your audience on a personal level, making your brand memorable and relatable. Bonus points for tying in your brand mission here as well.

EXPERTISE: Showcase your authority through testimonials, featured work, and articles that position you as the go-to expert in your industry.

Inside Brandmerry Academy, you get instant access to the Home Base Bonus where I’ll teach you what pages to have on your website, how to write converting copy for each page, and ways to improve Brand Affinity.

Create Purposeful Messaging on Your Website

Messaging plays a crucial role in engaging your audience and driving them toward conversion. I know you know this! However, your messaging must be purposeful, ensuring that it aligns with each page's specific purpose in the consumer buying journey.

Whether it's highlighting values, sharing your story, or showcasing testimonials, your messaging should be tailored to resonate with visitors at every stage of their journey on your website.

In addition, your messaging should be authentic and relatable across your website, so you can establish a consistent brand voice that resonates with visitors and creates a sense of connection and trust.

When mapping out your website pages, or changes you’re making, be clear on where each page might fall into the consumer buying journey so you can adjust your messaging to match.

Don’t Be Afraid to Repeat Things on Your Website

Don't be afraid to repeat key elements of your brand throughout your website. This is the number one question I get about testimonials, your bio, and general copy.

By reinforcing your hook statement, testimonials, and bio blurb, you can ensure that visitors across different pages get a consistent and compelling message about your brand. Repetition not only helps build trust and credibility but also reinforces the key selling points of your products or services.

Remember we can’t control how someone lands on our website, so by making sure some of these key elements are on each of the pages, you’ll be sure that you’re sharing brand authority, social proof, and storytelling on each.

Here are the three elements that should always be repeated:

Hook Statement: Your Hook Statement can immediately tell someone if your brand is right for them. So repeating this on every page, as well as your blog posts (maybe in the sidebar or footer) can be beneficial.
Testimonials: Don’t be afraid to repeat testimonials on various pages, especially when starting out. While you might not have them on your blog posts, you should have them on your Home Page, Work With Me Pages, and individual Sales Pages, and yes they can be the same!
Brand Story: Share your journey, values, and mission in a way that resonates with your audience, building trust and credibility. Your full Brand Story should be visible on your About Me page, but having a short Bio Blurb is great for your other pages, including your blog posts.

Understand the Entry Points to Your Website

As your brand grows and you start to get traffic to your website, analyzing how visitors enter your website can help you tailor your content to meet their specific needs.

By understanding which pages are getting traffic you can make sure they are optimized for success by adjusting the copy to the specific purpose, making sure your Brand Bio or storytelling elements are in place, adding links that help them find additional resources or your offers for continued action, and include your opt-in so you’re not losing potential leads.

Looking at the data every 30 or 60 days can make sure you’re optimizing the appropriate pages and not wasting time on every page of your website.

Include Your Opt-In So You Don’t Lose Potential Customers

Opt-ins are a powerful tool for building relationships with your audience and providing resources, connection points, and more via your email marketing. By offering valuable content or resources in exchange for email addresses, you can continue to engage with visitors who aren’t quite ready to make a purchase decision.

Opt-ins provide a low-barrier entry point for potential customers, allowing you to nurture leads and guide them toward making a purchase decision over time.

Inside Brandmerry Academy, we have our Funnel in a Weekend bonus which helps you set up your lead magnet, write your email funnel, and connect all the tech in as little as three days.

Encourage Action with Clear Call-to-Actions

Last but not least, clear Call-to-Actions (CTAs) are essential for encouraging visitors to take the desired action on your website. By using contrasting buttons and clear language, you can guide visitors towards making a purchase, signing up for a newsletter, or engaging with your content further.

Small changes like button color can have a significant impact on conversion rates, making it crucial to optimize your CTAs - you want them to stand out!

This is a simple step you can complete today to improve conversions on your website, landing pages, and email marketing.

CONCLUSION

By implementing these top tips for optimizing your website and increasing conversions, you can create a more engaging and effective online presence for your brand.

Your website isn't just a digital presence; it's the heart and soul of your brand's online journey - your Home Base!

By being strategic with your website, and not just making it pretty, you can increase your conversions and create sustainability.

This is important once you’re driving consistent quality traffic to your website, something I teach inside of Brandmerry Academy. With Brandmerry Academy, you can learn how to market your business online in a sustainable way, and drive traffic to your website daily

Learn more at Brandmerry.com/academy.

Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.

P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.

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