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.