You may have heard of the ‘welcome sequence’, which is the first thing prospective buyers/customers see when they visit your website or mobile app. It’s the first impression that they get of your business, and it will either make or break your relationship with them. So, it is essential that you get this right!
It’s well-established that a poorly designed welcome sequence can damage your business. However, a well-thought-out welcome sequence can boost your conversion rates by as much as 20%. So, you want to design a perfect welcome sequence?
In this article, we’ll discuss 12 tips on how to design the perfect welcome sequence for your business.
1. Identify your target audience and draw them into the heart of the website.
The first step in designing a perfect welcome sequence is to identify your target audience and draw them into the heart of the website. To do this, you will want to consider the personas of your ideal buyer and the specific problems they are experiencing. For example, if you are designing a tourism website, you may want to consider the problems that potential travellers might experience. These could be things like finding accommodation, getting around the city, or searching the site for the latest attractions and events. This way, you can craft a perfect web experience that will convert visitors into paying customers.
2. Make sure your website is mobile-friendly.
Nowadays, people are using mobile devices more than ever before to access the web. So, it is essential that you make sure your website is mobile-friendly. To achieve a perfect mobile-friendliness score, you will want to use a combination of responsive design and smart phone testing.
A responsive website adapts to any screen size, so it looks great on a smartphone, tablet, or computer monitor. This will engage your visitors and keep them on your site for longer, increasing the chance of them converting into paying customers. You can use Google Optimize on your mobile analytics platform to test the mobile-friendliness of your site. You can also use a tool such as YSlow on your server to check for recommended changes to make your site faster.
3. Use keywords in your headlines, sub-titles, and descriptions.
When someone visits your site, they are most likely to read the headlines, sub-titles, and descriptions. These are the first three ‘cards’ that Google, Bing, and other search engines present to potential customers when they show up on their search results page. So, it is essential that you use keywords in these areas.
For example, if you sell surfboards and you want to advertise the fact that you are a reputable brand, you might want to consider using the keywords ‘surfboard’ and ‘brand’ in your headlines, descriptions, and sub-titles. Then, when a person searches for ‘surfboard’ and ‘brand’ the results will list your website first.
Keep in mind that you want to appear natural in your headlines, descriptions, and sub-titles, but you also want to be bold enough to catch the attention of your audience. Using too many keywords can sometimes make your text seem dull and uninteresting.
4. Customize your navigation.
The navigation on your site is very important, as it sets the tone for your whole site. Make sure that you customize it to fit your business. If you are creating a website for your personal use, you may want to keep the navigation simple. However, if you are creating a website for a business, you may want to consider adding more links to the site. More importantly, you will want to make sure that each link is relevant to the visitor that is landing on it. This will help increase your conversion rates.
One of the simplest ways to increase conversion rates is to make each link relevant to the visitor. When someone clicks a link, they expect to be taken to a relevant page with information about what they are looking for. So, make sure that each page fits this expectation and that the link leads to a relevant place on your site.
5. Choose the right venue for your website.
A good venue for your website is important, as it sets the tone for your whole site. You will want to consider the size of your audience, the location of your site, and the atmosphere that you are trying to create. For example, if you need to draw in an audience that is mainly outside your community, you might want to consider creating a bilingual website in both English and Spanish.
If you are creating a site for tourists, you may want to consider using a ‘destination’ website. These websites are specifically designed for the travel industry and usually feature all of the attractions, restaurants, and activities that the area has to offer. So, by creating a site for this audience, you can ensure that they have everything they need and that your website is useful for them.
6. Plan your content calendar.
The content that you put out on your site will determine its success. You will want to plan out a content calendar and blog post schedule so that you can consistently produce content that is useful and interesting to your audience.
Use content marketing to spread important information about your business and generate interest in your products or services. To do this, you can use a tool like Buzzsumo, to find and monitor the performance of your content based on its topic. You can also use this tool to find the most popular content on your topic, so it’s easy to find the right kinds of content to publish.
You can use content to not only introduce your product but also to establish your business’s credibility. If you want to create a trustworthy brand, you are putting out a steady stream of content that is useful and interesting to your target audience. This will make them trust you and your products.
7. Create an About page.
Your about page is a great place to promote your business and establish your credibility. This is why we’ve ranked it as the eighth most important factor in a successful website. Make sure that your about page contains all of the necessary information about your business, including its goals, objectives, and the people behind it. You could also include a short bio about yourself or a professional profile of one of your employees.
Your about page will also serve as an extension of your website. So, make sure that the two work together. Your about page will also function as a repository of all of the important information that is on your site. This simplifies the process of a buyer who is new to your site. When they land on your about page, they will know everything they need to know about your business, without having to hunt down the information on your website.
8. Make your site accessible.
Your site will not be accessible to everyone, due to technical barriers (such as website speed and device compatibility) and non-technical barriers (such as lack of interest or need). Make sure that you are aware of these accessibility issues and that your team is willing and able to address them. By doing this, you will make sure that everyone can benefit from your site.
You can use a tool called the ‘a11y auditors’ to test the accessibility of your site. This tool will check for all of the major barriers that could stand in the way of an individual with a disability accessing your site.
9. Use proper language & avoid slang.
You want to use proper language and avoid slang in all areas of your site, including your headlines, sub-titles, and descriptions. Make sure that these texts are concise and easy to understand. If you are a British company selling products to British consumers, you may want to consider using the British English spelling and grammar. This will give the impression that you are a clean, correct business, and a pleasure to do business with.
Avoid using slang or colloquialisms in your headlines, descriptions, and sub-titles, as this will make them less accessible to search engines and potential customers.
10. Link to relevant external sites.
When someone clicks a link to a new site, they expect to be taken to a relevant page with information about what they are looking for. To achieve this, you can use an SEO tool like Link Detox to find the most relevant and popular sites for your niche. You can also use this tool to find the backlinks (the connections between pages) that are pointing to your website. Make sure that these links are relevant to what the person is searching for and are adding value to their experience on the site. You can use this information to inform your ongoing content strategy and to find the right kind of content to link to.