If your space is complex, either the buy or the offering itself -- if readers generally tend to have lots of questions and objections on the path from awareness to purchase -- then you might want to consider a dedicated area on your website with web content to educate readers and guide them through the complexity.
I worked with the head of marketing on this project, which began as a job to rewrite existing web content. However, in the process of learning about the company and its products and market, I realized that there was no easy way for website readers to get answers to the many questions that I knew would inevitably arise in such a confusing space.
I suggested adding a new section to the website with content dedicated to guiding the reader through the space and answering questions.
My client liked the idea.
The result? A new addition to the homepage navigation, a link called "Explore," which in turn provided four additional links:
Click the image that follows to see what the main Explore page looked like.
You know what lights me up? When people like you -- small business owners and marketing pros -- draw on my gifts of empathy, attention to detail, and communication to develop fabulous websites and content -- websites and content that lead more people to YES. I'd love to do the same for you. Click the button below to tell me about your project and request a quote.
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Renae Gregoire is a content mentor and clarity expert changing the world one outstanding leader at a time. The coaches, consultants, and experts she works with have big visions for creating transformational change--if only they could create that content! Her work typically involves a blend of strategy and wordsmithing, with a heavy focus on the reader's perspective. Renae is also the creator of the Blog Post Inspiration Deck, the Blog Your Brilliance online program, and the Content Coaching Club.