The top of the funnel represents every visitor to your website. The bottom of the funnel represents the moment a conversion takes place - submitting a form, making a purchase, etc.
The middle sections is where we build our funnel - where we transform a user from a simple visitor to a prospect, lead or customer.
There might be some lead generation methods that don't require much of a funnel (i.e. a simple contact form). Those probably don't produce many high-quality leads either.
But if you're trying to get high-quality prospects for the service that you offer, you might need to lead a user down a sort of sales path. For example, from top of the funnel to the bottom:
Blog post relevant to a specific service
Intro about the service
Benefits about the service
Real-life service use cases
Customer testimonials about the service
Form to sign up for the service
Some or all of these may be different pages, and some may be on the same page just requiring scrolling to the various sections.
This is where you should leverage your all-star sales team members - determining how you can turn visitors to prospects to customers.
A successful sales funnel service should help you to plan and build 1 or more sales funnels for your products or services, starting with the product that your company most wants to sell. It should also provide ongoing analysis, recommendations and A/B testing methods for continuous improvement.
7. User experience
A user experience website service is the process of improving the way that a user sees and/or uses the website or web application. This is especially important if your website contains functionalities beyond simple websites, but typically websites should still be assessed and optimized if necessary.
For example, let's say that your web application contains some level of advanced functionality. Maybe it's an online store that allows for multiple product variations, which essentially means that it's a fairly complicated form of sorts.
Maybe you've received negative feedback about how easy the website is to use, or maybe your sales haven't been as high as expected. It would probably be a good idea to have a user experience (UX) designer/developer perform an assessment and provide recommendations.
This might involve changes to:
Font sizes (even font styles)
A demo or preview
And more. The goal is to make a website and/or platform that is easy for a user of any level to be able to navigate and use to its full capacity.
A successful user experience web service should provide you with a full assessment of the site or functionality, recommendations for improvement and design and development services to execute the recommendations.
8. Accessibility optimization
An accessibility optimization service would help to make your website accessible or usable to everyone, including individuals with disabilities.
Have you ever thought about how a person who cannot see might use your website? Would it even be possible for them to use your website, navigate around, view and consume different webpages and submit forms?
What about how an individual who struggles with seizures might react to your media-filled website design? It might look really sleek, but would it be safe for that individual to view it?
Having a website that's accessible to everyone is becoming more and more expected, and may soon be a requirement for everyone in the days ahead as lawsuits have been on the rise.
A developer can help to make a website accessible by:
Adding alternate text tags to media elements
Enabling keyboard tabbing to every necessary element
Adding structure tags to page components
Building a user interface for modifying the site's formatting
A successful website accessibility optimization service should provide you with an assessment on how well your site is currently optimized, what's necessary to bring the site to acceptable standards and the execution of the development to make the needed updates.
9. Page speed
A page speed or website performance service would be the process of helping to make your website load faster on both desktop and mobile devices.
How quickly or slowly your website loads affects every other website development service listed on this page. Users expect quick performance. A slow-loading website can:
Cause a user to hit the back button and try visiting another site
Lower the chances of capturing conversations
Reduce online sales
Negatively affect SEO
Developers and even non-developers can perform some steps to boost the performance of a website, including:
Compress and resize image files
Compress video and other media files
Leverage a content delivery network for assets
Minify and combine source code files
A successful website performance service should provide you with an accurate assessment of the performance of your existing website, what can be done to improve the loading speed, realistic expectations and performing the optimizations.
10. Web analytics
All of the service above require some level tracking or analytics in order to identify potential issues and review and analyze existing marketing and website optimization activities.
In fact, none of the above services should be performed on your website without basing the decisions first on concrete data received from your website.
For example, maybe your website loads very quickly already. If that's the case it might be better to spend your website budget elsewhere. Or, before you redesign that certain webpage, maybe you shouldn't because it's already performing very well.
A website consultant should be able to review your site's analytics and provide guidance based on data.
A successful website analytics program should help you by connecting your website to an analytics tracking program and provide ongoing analysis and data-based recommendations.
11. Interactive tools
A website can become so much more than a hub of information with a contact form. A website can include interactive tools to educate and entertain users while still helping them to learn about your products or services.
Consider a sort of calculator that allows the user to enter their values and see how your product would make their situation better. For example, if you sell a manufacturing product that claims to improve the efficiency of an assembly line by 20%, ask the user to enter their current production numbers and show them what their new production would be after adding your product to their service.
Take it a step further and calculate what their added production would mean in terms of dollars and how quickly the product they purchase from you will be paid off by the added production.
You can also use your website to improve your business operations - handling quotes, employee management, file sharing, lead management, marketing activities, and more.
Making your website less of a static source to an application will help to take your business to the next level.
A successful interactive website application service should help you by identifying ways to make your website, content, products and services interactive on your website, executing the development of that application and providing information on how to measure and track performance of the tool.
We at ZeroToDigital can help you unlock your business's full potential with an optimized website, web functionalities and effective digital marketing that works. Send us an email today to get your project started.
Hi, I'm Tyler Willis and I've been helping businesses optimize their digital marketing and web development efforts for over 10 years. I excel at teaching and helping companies understand complex digital solutions, and applying them to their businesses.