After reading my favorite blog’s latest post on Purposeful User Flow, I have new tool I am very excited to share. Thanks, Newfangled!
Finally an answer to the problem of conversion
…that is, getting visitors to “convert” by filling a form or make a call to your company. Most visitors stay on a website for less than ten seconds, experts say. It’s quite a challenge to interest your visitor enough to get a desired action. SEO (search engine optimization) is easy compared to this task, IMHO.
Purposeful User Flow is the organizing method that every business can use, Large organizations with hundreds of pages such as Boston hospitals also benefit from large agencies also apply this method.
What is Purposeful User Flow?
Purposeful User Flow is a structure that is used in organizing content in such a way that the visitor, or prospect, learns about the company and understands why they would want to do business with them.
How does it work?
You start with a statement on the top of the home page with a link (1) that points to the Capabilities section (2) of the business. Identify at least three capabilities. It is not the same as services. I’ll give you an example:
The three capabilities of my friend the Real Estate Attorney is:
- He/she is knowledgeable and has experience
- He/she solves problems for his clients calmly and reliably
- He/she goes the extra mile to get the job done efficiently and on time
Several Capabilities text blocks are always found on the Home page of a website that each lead to their own Services (3) page. Each service explains what you do to earn money and are what make your capabilities possible. Our friend the Real Estate Attorney might list his services such as “real estate acquisitions and sales”, “residential mortgage loan closings”, “representing home buyers and sellers”, etc. Feel free to add descriptions of your services if you feel they are needed or can help with SEO. Next, you will want to point the reader to Case Studies and Testimonials (4).
As described by the Kissmetrics Blog, “Case studies are a great way to tell the world how valuable your products or services are. They go beyond simple testimonials by showing real-life examples of how you were able to satisfy your customer’s needs and help them accomplish their goals.” Sometimes they contain data to support goal success. Adding a testimonial along with the case study tells your customer in their own words how satisfied they are in their own words.
Don’t forget to place your Call to Action buttons in strategic places that link to a form or email. Make it easy for your prospects to reach you when they are motivated.
Purposeful User Flow is also beneficial to a first time visitor who enters the site via a web query and lands on an inside page, such as a blog post. The reader will read the post and then want to know more about the company. He or she will circle back to the home page and follow the flow to get all the information they need to make an informed decision and fill out the form. Chances are, they will!