Rethinking your welcoming strategy

Rethinking your welcoming strategy

Your website serves two entirely individual purposes although both are very much connected. You want to display interesting information about your services or products and at the same time facilitate the purchase or booking of them. Of course, the most effective strategy is to offer both things to a visitor within the same viewing session.
However, as a matter of fact, guests to your website are going to be either returning visitors or first time viewers – and they both have quite different intentions.

The Welcome

First time visitors will be familiarising themselves with what you have to offer. They are learning about your services, your adeptness at delivering them, viewing your photos and getting a feel for who you are as a company. They want to know exactly what you do and how you do it. This initial assessment will help them decide if it is something that they can benefit from.

On the contrary, viewers that have visited your website before already know what you are about and have in essence decided that they could take advantage of your services or products. They don’t need the introductory information you offer first time visitors – they want to get down to business and analyse dates, prices and conditions. In fact a returning visitor is 200% more likely to become a paying customer than someone that is visiting your site for the very first time.

So what is the solution?
By structuring your homepage in such a way that it will divide this site traffic, you can welcome and serve both types of visitor effectively and efficiently.

Targeting First Time Visitors

Rather than hitting first time visitors with a special offer or financial benefits, you should ideally impress upon the visitor that your product/service is the best option available for them. Show them that they will have the most benefit, success or enjoyment by committing to you. Once they conclude they are in good hands with what you have to offer they will have a positive sense of confidence.
By presenting your competence and value for money you are creating a situation where visitors are convincing themselves that your website is the logical place to book or purchase.

The Returning Visitors

There can be no doubt that the majority of returning visitors have come back for simply one reason. They like what they see and they have most likely visited some of your competitors websites to get a real sense of how you measure up. They want to get down to business and this is your opportunity to heighten their appetite by not only welcoming them back (this can be easily achieved with the use of cookies) but also by providing them with a good reason to go ahead and make that purchase/booking today on your website – and by providing them with a direct link to your reservation/booking/purchase area of the site. This will fast track them through the site visitation process and make it much more likely that they become a paying customer.

The Strategy – In part 🙂

Structure your homepage and subsequent pages to allow for fast and attractive viewing of the information you have to offer – couple that with a ‘call to action’ that allows for a direct link to booking/purchase options. This is the ideal way to optimise the welcoming of both new and returning visitors to your website.

Ideally you want to display both options in the top area of the page (above the fold) that is visible when the site opens. 

Contact us to learn more about effective website strategies that promote successful sales. You can request a proposal for your next project here or simply send us an email to info@navegabem.com.

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