3 minute read
Your positioning strategy: the critical role of websites
Your website is the home of all your marketing efforts. If you are starting something new or making a change in your business, start with an update to your website.
Websites often display generic content and act as mere placeholders that fail to resonate or inspire action. Does your website answer the most critical question a visitor has – why choose you? Not an easy question to answer. The answer to this question will dictate every choice you make in marketing.
Your Positioning Strategy
A positioning strategy aims to establish the defining characteristic of a brand in the consumer's mind influencing their perception. It effectively communicates your brand's competitive advantage. In other words, what do you want to be known for?
Step 1: Competitive analysis. Begin with a thorough exploration of your competition. Understand what offerings are available to your audience and identify the strengths and weaknesses of your competitors. Be inspired by them to bring something different.
Step 2: Understand decision making. Gain insights into your target market's decisionmaking process. What factors influence their choices? Examine competitor reviews and utilise tools like Answer the Public to uncover the queries and concerns they bring to search engines regarding services like yours.
Step 3: Unique Value Proposition (UVP). Pinpoint the singular value you provide that sets you apart. Your positioning could pivot on various facets like customer service excellence, unparalleled convenience, competitive pricing, superior quality, community focus, innovative features, catering to an underserved niche, or a commitment to sustainability.
Step 4: Crafting your narrative. With your UVP defined, weave your narrative. Adopt the hero's journey framework, positioning your customer as the protagonist. Chart their path from recognising a need through the challenges they face to the moment they find your solution. Illustrate how choosing you amidst a sea of alternatives uniquely satisfies their quest.
The Critical Role Of Websites
Your website is not just a platform; it's the narrative of why you are the preferred choice. Within the crucial first seven seconds, it must articulate a captivating story that resonates with your audience, compelling them to choose you.
The impact of a static, uninspired website extends beyond lost opportunities. It strikes at the heart of your brand's credibility and growth potential. An underwhelming website often results in swift disengagement, leading to eroded trust, a diluted competitive edge, and a notable decline in conversions and sales. Consider these updates:
A captivating headline will immediately reassure visitors that they're in the right place. It must reflect understanding and offer solutions, establishing a connection from the outset.
Choose evocative imagery that encapsulates your unique value proposition. A personal photo, for instance, can showcase your personality and authenticity, triggering an emotional response and establishing a personal connection.
Establish credibility and trust before visitors invest time in your content—utilise social proof like testimonials, certifications, and accolades. Ensure your website's design is professional and intuitive, mirroring your brand's essence.
Create a narrative journey that acknowledges their challenges and underscores the urgency of addressing them. Detail the collaboration process, showcasing your solutions and reinforcing the reasons to choose you. Highlight the benefits of this partnership and simplify the next steps for deeper engagement, whether through free consultations, webinars, or other valuable resources.
If you want to review your positioning strategy, book a free marketing broker consultation with Luke Hawley.
https://marketingbroker.com.au/website-design-sunshine-coast
