In this fast paced and highly technical era, simply "being" on the internet is no longer enough. In order for consumers to glean useful information from your site or make a buying decision, they must be able to find you. One of the best ways to direct online traffic to your business webpage is through quality content writing. Here we will take a look at how web content can be directed at all consumers in the various stages of the buying cycle in order to boost your business.

Understanding the Buying Cycle

When consumers browse the internet, they will belong to one of three stages of the buying cycle: the informational sage, the transitional stage, or the navigational stage. In its purest form, the buying cycle is simply a representation of the place that a buyer is at in deciding whether to purchase a product or service.

A consumer who is in the informational stage is seeking out knowledgable and useful information via web content which will be able to provide them with the answers to any questions that they have. Although these individuals aren't necessarily ready to make a buying decision, it's important to nurture and tend to them as a helpful solution can help to build your credibility and establish trust with the asker. An individual in the transitional stage is ready to do something. For example, these people may be looking to buy movie tickets or book a hotel room. These people have a strong idea as to what they are hoping to find, and have the intention of making a purchase should they find a match for their search. Lastly, those that are in the navigational stage are purposely seeking out your website and your services. They have already been to your page to ether get answers or make a purchase, and are now in hopes of finding more quality information, products or services from you.

Writing Content for Consumers in All Stages of the Buying Cycle

When you understand the buying cycle, you can easily manipulate your content to cater to the needs of all consumers, regardless of which stage they are in. Here's how:

  • Informational Content - Get inside of your consumer's heads, think of the questions that they may ask, and address them through informative content writing. Typically, a blog is the best resource for this. When you stay a few steps ahead of your consumers, there is a higher chance of potential clients being directed to your page as the answers to their inquiries. Utilizing key words (in moderation) that are relevant to your blog topics will also push your site to the top of search engine results.
  • Transitional Content - The key here is to be competitive. Take a look at the product and service descriptions of your competitor's websites and compare it against your own. If based upon these descriptions your competition looks like the better choice to you, your customers will probably think so too. By utilizing content with inspiring calls to action, powerful descriptions, and competitive prices, however, you are more likely to be a match for what your consumers are looking for and will probably make the sale.
  • Navigational Content - Keep the returning visitors to your site impressed with the valuable content that you provide. It's smart to use monitoring softwares that track which pages are visited the most frequently or the longest, as well as which links and hyperlinks are being followed. This will allow you to continue developing content that is being well received and influencing buying decisions.

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