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Site Flow Construction
By understanding how consumers operate, we create the on ramps and off ramps for the end user and build in triggers that cause people to take that next step. This is why we cringe when we hear people say, "I just need a basic website."
We're not trying to put brothers-in-law out of business, they need to eat. But something as critical as understanding user habits and what pushes us to make decisions, well, it's important. It's called Buyer Centric Modeling and it's based on the everyday and often unintentional way we live as consumers.
We all start the buying process in the same place, not buying. We then realize we have some sort of pain, whether it's needing cheese for tonight's meal or ehemm... a new website. We've just identified pain, which means we begin our search (why Google is loaded) to relieve our pain.
Once that has happened, we move to the quantifying stage. How much do I have (time, money etc.) versus how much do I need? If there is enough resource, we commit to resolving this pain.
Now, we have to define how much of our resources we're willing to commit and define our decision criteria. This is where we begin to pick the types of products or companies we want to give our resources to. Local, organic, privately owned, publicly traded, no haggle (Carmax), haggle (everyone else) etc. We also define how much we would like to spend AND how much we are willing to spend.
Once we've outlined all of this, and again, without walking through this process intentionally, we start to evaluate our options. These guys are cheaper than those guys, but I liked those guys more, but do I need to spend all that money? These guys have done stuff like what I need, but those guys are local and I can walk in their office.
We meet several companies, we talk to several reps, we sniff several cheeses and finally, we select a product / company. Exhausting, isn't it? I'm just making cheeseburgers tonight and the wife forgot to pick up, well, the cheese. So here I am in the cheese aisle, bombarded by products.
Somewhere in one of these stages is a consumer when they stumble on your site. So, how do you attract and get the attention of a person in any one of these buying stages?
Suffice to say, it isn't a contact form. So, ask yourself three questions:
- Does it matter if people find my site?
- Am I depending on this site to create more business?
- Is what I have working?
If you've identified pain, quantified that you want help, committed to resolve your issues and you're wanting someone to help you define some decision criteria...