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Intent-Based Websites And The Power Of Content Personalization /

Intent-Based Websites And The Power Of Content Personalization

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Published on November 29, 2021

Introduction

In today’s digital world, your website is the front door to your business. You want it to stand out from the crowd and attract customers in a way they can’t ignore. The challenge is, you’re not alone. Other websites also compete for attention, and many of them have more resources at their disposal than you do.

Fortunately, a new approach has seen fantastic success in recent years: intent-based websites. This marketing strategy focuses on what people want when they come to your site by personalizing content based on visitors’ intent.

What is an intent-based website, and why should you care?

An intent-based website focuses on what a visitor wants and needs when they come to your site. It’s a result of years of research about digital marketing, how people interact with websites, and where customer attention goes.

The best way to fight off competition in today’s market is to know your audience, what they want, and how to give it to them.

When people come to your site, there’s usually a reason behind it. They’re looking for something, or they need information. Intent-based websites can engage a business’ target audience in an impactful way that makes it easier to convert users into customers.

Why do we need to build a strategy for developing intent-based websites?

Understanding your target audience is only the beginning of intent-based marketing. Knowing what language to use is essential when looking at a segment, but how, when, and where we communicate that information can make or break the experience.

We can use intent to drive actions, such as:

  • Automate personalization technology based on each segment.
  • Automate the presentation of content based on understood industry or economic background.
  • Recommend similar products or services that we know customers from specific segments will find interesting.
  • Provide an instant chat service to avoid losing your customer while waiting for a salesperson to get back to them.
  • Send an email that provides a more in-depth explanation of the product or service, enticing them to convert. Send a notification to the visitor when they leave without converting.

All of these scenarios are great ways to utilize intent, and there are many others. They’re also indicative of how customers want to be treated like human beings rather than numbers when they contact businesses.

Intent-based strategy

How you can start building your intent-based strategy today

First, start with research. You can conduct user tests or hire an agency like Alpha Alias to help you understand what you need to know about your audience. Once you have this knowledge, look at the different contexts of how people use your site and answer these questions:

  • What are they trying to do?
  • What language/terminology do they use?
  • How can we engage with them and guide the experience to be easily understood, effective, and build a relationship between visitors and the website?

This information will be your foundation for building an intent-based marketing strategy. From here, you’ll need to consider these ideas when making future site updates and determine how they may affect your new approach.

Building an intent-based website is a process that requires time, dedication, and hard work to produce results. By understanding whom you’re trying to reach and what they want from the start of their experience, you’ll be able to connect with them in an impactful way that pays off.
By implementing your strategy on an intent-based platform, you can focus on the things that will make the most significant impact on your company.
Knowing your customer’s intent makes it a lot easier to build a website that speaks directly to them. Intent-based marketing is something everyone should be thinking about right now, and the companies that do this best will benefit significantly in this new era of digital business.

How do you build an intent-based website team?

You know what your customers want, but how do you turn that into an intent-based website? 

It’s vital to hire a web development team from an agency specializing in intent-based marketing and content personalization strategies. These companies have the experience necessary to build, run, and manage your website, allowing you to focus on what matters most: building relationships with your customers.

Alpha Alias has the expertise to plan, design, build, and operate intent-based websites. You may wish to try it yourself or work with another agency.

The right people will accomplish anything you need when it comes to your website, so make sure whichever team you select is knowledgeable and experienced enough in content personalization.

The right professionals can build your intent-based marketing strategy efficiently. You’ll get more than just a well-designed site that speaks to your audience; you’ll acquire an impactful business asset that produces direct value.

Visual design for intent-based websites

Intent-based websites are all about the user experience. They understand who their audience is and how they operate, so it’s easier for them to engage with that specific customer in a way that makes sense.

When you have this knowledge, it becomes much easier to build an intent-based website because you understand the boundaries of your audience more clearly.

Using the right design and layout can make a huge difference for an intent-based website. It’s essential to consider how your site will visually complement the user experience and not work against it.

You will need to make sure your site optimizes the user experience from every angle possible and works to engage customers in an impactful way. 

The importance of testing, monitoring, and maintaining success post-launch

One of the most challenging parts about intent-based marketing is not building a website that speaks to your customers; it’s keeping up with those changes as they happen.

The world is continually changing, and you need to stay on top of these trends if you want your business to continue growing.

It would be best if you stay updated on what’s popular and what works best for your audience, so you can continue to engage with them in the right way.

When it comes down to it, intent-based websites are all about long-term success that lasts instead of short-term fluff that goes away after a little while. It takes time to develop this kind of strategy because there are many factors involved.

It’s crucial to stay on top of this aspect because it will allow you to continue engaging with your users in a way that makes sense for them and gives you the best possible results over time.

Conclusion

Intent-based websites and automated content personalization combine to form an enterprise-level strategic approach for any company that wants to operate a profitable digital business and is vital for those who wish to lead in their industry.

Intent-based marketing is the right approach for companies committed to developing a sustainable digital business. It works well when you stay on top of what’s important to your target audience and continuously update your website.

Alpha Alias works with our clients to create intent-based strategies, website layouts, technical development and operates intent-based websites on their behalf.

If you’d like to learn how intent-based websites can bring value to your business, book some time to discuss it with us.

content-personalizationintentintent-based-web-designintent-based-web-development

CEO

The Author

Sam Roon

Sam Roon is an operational leader with nearly 20 years of experience in the digital space. He is the founder and CEO of Alpha Alias. Sam is responsible for managing partnerships and vetting experts for inclusion in our operations.