“Make your website work better than what?” you ask?! Better than it has? Better than it will if you decide to make changes or build a new site based on some vague notion that the site isn’t working now.

  1. Define Success

Moving past vague notions means finding out what really is and is not working on your website. This means defining what the website is supposed to accomplish, without the end goal in mind, you may as well stick with vague notions, because solid data can only lead the way if you know where you want to go.

  1. Dive into the Data

Once you have defined your goals it’s time to dive into the data that will provide you the ability to do a real quantitative examination of your site. For the majority of sites, Google Analytics data is all the data you’ll ever need.

The data should provide insights into the strengths and weaknesses of your website — what areas to let ride and what you need to build up.

  1. From The Prospect Perspective

Once you’ve established that quantitative outline you have to decide what to do with the data you’ve found. In other words, the quantitative information leads to some qualitative questions. For example, data on how long a visitor spends on your site and how many pages the average visitor views naturally lead to questions about how to get visitors to stay longer and view more pages.

One of the best ways to increase engagement is to double and triple check that your website is written and presented from the view of the prospect.  Be sure to arrange the information on your site to answer all of a prospect’s questions in one place.

For example, rather than separating services completely from case studies, the services pages should include sidebar links to the case studies most relevant to that service. The goal is to bring the information to the visitor, not to make them figure out your website’s organizational logic.

Be sure that you’re taking into account not just their interests, but also their timing. You’ll require different types of content for prospects who are just starting their journey and prospects who are much closer to making a decision.

  1. Make Benefits and Outcomes your central Focus.

Prospects have little interest in the process; they care more about the outcome. Focusing on benefits and outcomes is another part of marketing with the prospect’s perspective in mind.

Fewer people believe “better” anymore. We’re so inundated with advertising claims, that even with “proof” in the form of hard data, we’re dubious of all claims we can’t see with our own eyes.

Focus instead on differentiators and you will remove the good/better/best evaluation from the equation. You may still have to back up your differentiation claims with evidence in order to top your competitors, but building credibility for that comparison will be easier.

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