We mentioned that in order to achieve the KPIs set for each company’s website, it is important to repeatedly evaluate and improve content through access analysis.
We also introduced analysis points using Google Analytics, which is used by many companies, as an example.
This time, we will summarize the role of your company’s website that potential customers want.
Who is viewing your website?
Who is currently accessing the website your company operates?
These are the stakeholders surrounding your company, such as existing customers/prospective customers, suppliers/collaborators, job seekers/employees, and shareholders.
It is not uncommon for each stakeholder to operate multiple company sites, and in fact, our company operates the following sites for each stakeholder.
<For customers/prospective customers and collaborators>
Solution site
for our solution site
<For job seekers, employees, and shareholders>
Corporate site
Click here
for our corporate site
<For job seekers>
Recruitment site
Click here
for our recruitment site
Solution site that plays a role in marketing
The role of the solution site changes depending on the phase of the prospect’s purchasing process. Let’s take a look at each role below.
Purchasing process ① Awareness/interest
(Expected effects) Improved awareness and access
(Role) Improving recognition and loyalty through branding
High ranking in search results through content SEO
Purchasing process ② Information gathering
(Expected effect) Site circulation
(Site role) Catalog to understand solutions
Case studies and research data to understand the trends of other companies in the same industry regarding specific issues
Purchasing process ③ Comparison study
(Expected effect) Promote actions for inquiries and requests for information
(Site role) Q&A to resolve questions and uncertainties of potential customers
Comparison chart to find out which solution is suitable for your company by comparing with similar services
Purchasing process ④ Inquiry/Request for materials
(Expected effect) Inquiry/request action
(Site role) Platform for CV (conversion) and lead (prospective customer) generation
Also, common to all phases, it can be said to play the role of a communication tool that creates touch points with prospective customers.
Your own website that meets the needs of potential customers
A company’s own website that plays a role in marketing is one that has content that meets the needs of potential customers for each of the purchase processes ① to ④.
It would be easy to understand if the purchasing process of a prospective customer leads to actions ① → ② → ③ → ④, but as a result of collecting information from other sites such as competitors and information gathering by multiple people in charge and decision-making people, steps ① to ④ can be easily understood. I feel that most of the time, by going back and forth between phases and having the site perform multiple functions at different times, we end up with requests for materials and inquiries.
Therefore, in all phases ① to ④, it is important to operate your own website that can provide enough information to prospective customers.
summary
◆The company website is a tool for communicating with stakeholders surrounding the company, such as existing customers/prospective customers, suppliers/collaborators, job seekers/employees, and shareholders.
◆The role of your company’s website changes depending on the phase of the purchasing process that the prospective customer is in at the time, such as awareness/interest, information gathering, comparison consideration, inquiry/request for materials, etc.
◆The phases of the purchasing process often change as a result of information gathering on other sites such as competitors and information gathering by multiple people in charge and decision makers. You need to prepare content that meets the needs of potential customers.