Visitors in the early stages can flock to your website in droves. Some of them may have found you through a Google search, an eye-catching ad, a friend's recommendation or even social media.
However, 96 % of these early birds are not yet ready to convert. They've just realized they have a problem and that you might be able to help them. Their fingers are hovering over the back button, ready to jump, but there's a chance you can get them to linger.
This is because they are in the discovery phase and are not sure if your offer is the solution they are looking for - they are still a long way from becoming leads.
Their job is to create positive associations with your brand, generate interest and likeability. The goal is to get them to browse your website, hit the „follow“ button on social media, read your blog posts and maybe take a look at your product or service page.
Remember, this may be their first date with your website, but you're looking for a second, third and possibly lasting relationship. Before they become loyal customers, they will probably visit your website a few more times to get to know you and decide if you are a good fit for them.
Let's make every one of those visits count. Stay tuned as we reveal the secrets to engaging these early visitors without scaring them off with a sales pitch. It's all about charm, value and, yes, a little humor too.
1. everything starts with understanding the buyer personas
Before you can get visitors to stay, you need to know who they are, what appeals to them and what keeps them awake at night.
The best way to achieve this is with the help of buyer personas. They are the blueprints of your ideal customers, created on the basis of research, data and some well-founded assumptions.
To create detailed buyer personas, you need to delve into demographic data and understand their pain points, preferences, hobbies and even daily routines. Surveys, interviews with existing customers and social media analysis are your best friends here, as they provide insights that can turn these personas into useful guides for your content and marketing strategies.
This is important to attract visitors in the initial phase. If you know your target audience well, you can tailor the content of your website to their specific needs and interests. From the language in your blog posts to the images on your homepage, every element can be optimized to appeal to these personas.
It is this personal touch that turns an ordinary surf session into a meaningful interaction where visitors feel understood and valued right from the start.
2. laying the right foundations
If you want to wow visitors right from the start, it is more than advisable to master the basics. It's a necessity. If your website is slow and buggy or the navigation is like a maze, you're not only losing potential customers, you're giving them away.
Here's why speed, performance, UX best practices and mobile responsiveness of your website are your best friends at the top of the sales funnel.
Website speed and performance
The patience of the modern customer is as rare as a unicorn. A delay of just a few seconds when loading a page can lead to a significant loss of potential customers.
Speed up your website by optimizing images, using the browser cache and shortening server response times.
UI and UX
A fun website is like a magnet. Your UX should be the invisible guide that gently leads visitors through your website and makes every step a pleasure.
Make sure the navigation is intuitive, the content is easy to digest and the CTAs are clear and compelling.
Mobile responsiveness
More and more people are browsing on the go, and if your website doesn't work properly on mobile, it's game over.
Opt for a responsive design that adapts seamlessly to any screen size and guarantees a pleasant browsing experience regardless of the device.
Revolut is a good example of how to do it right. Their mobile website is the epitome of seamless responsiveness and outstanding usability.
As a fintech company offering cutting-edge banking services, its digital presence reflects its commitment to user satisfaction. Visitors are greeted with a fast, intuitive and hassle-free experience that lays the foundation for a long-term relationship.
3. do not be vague in your value proposition.
Clarity can be one of the most powerful weapons in your marketing arsenal.
Visitors who come to your website in the initial phase have many questions. Your value proposition is your chance to provide clarity and leave a lasting impression. In doing so, don't push for an immediate sale, but make sure they remember you - now and when they're ready to take the next step.
This is important because in the brief moments a visitor spends on your website, the essence of your brand must be memorized. A clear and compelling value proposition is exactly that - it closes the gap between their problem and your solution.
Here you can find out how to formulate a promise that will be remembered:
- Use simple language without jargon to explain what you do and why it is important. Your visitors should understand your offer within seconds.
- Focus on how your product or service improves their life or solves their problem. The benefits should be at the forefront.
- Make it clear why you are different (and better) than the alternatives. How do you stand out from a crowded market?
Affirm, an online payments provider, has developed a B2B value proposition with measurable results. It integrates statistics into its offering for companies that show how it helps brands to scale.
In this way, Affirm not only tells a story, but also proves its value and leaves a lasting impression on potential partners looking for growth solutions.
Moto Machines, a B2C brand for motorcycle accessories, strikes a chord with consumers with emotive copy that reflects the spirit of adventure.
Their offer goes beyond the sale of motorcycle accessories. It speaks to the heart of the motorcyclist by appealing to them on an emotional level while clearly articulating the purpose of the brand.
By making the value of your brand clear, you transform your website from a simple digital shop window into an unforgettable stop on the customer journey.
4. make your product details easy to understand.
For first-time visitors, simplicity is the key. They are curious, but not very engaged. They look over the fence and ask themselves whether what you offer can solve their problem or satisfy their needs - better than a competitor.
If the explanation of your product or service becomes a mystery, their interest will quickly wane. That's why it's so important that your product details are easy to understand.
Because comprehensibility creates trust. If visitors can quickly grasp what you offer and how it benefits them, they are more likely to remember your brand and come back when they are faced with a decision.
This allows you to simplify your product presentations:
- Use well-made explanatory videos to condense complex ideas into easily digestible and appealing content.
- Use images that not only attract attention, but also explain the features or benefits of your product at a glance.
- Whether text, video or images, the KISS principle (keep it simple, stupid) has top priority. Avoid technical jargon and focus on the essentials that make your product valuable.
Zendesk is an all-in-one customer service solution that knows its platform can seem daunting at first glance. Their solution is a prominently placed explanatory video directly on the homepage.
This video makes navigating the comprehensive customer service solution a breeze and invites visitors to understand the value of the platform without getting lost in the details.
Another example is Dropbox, a file hosting service for B2B and B2C. The company uses several short but concise explanatory videos on its website to present various functions.
These videos are a masterpiece of clarity and show in simple steps how easy it is to use the service to host and share files.
By following the lead of these brands, you can be sure that your product details will not only be seen but also understood, paving the way for greater interest and engagement from your visitors in the early stages.
5. make product exploration inviting and simple
The attention span of online shoppers is longer than that of a goldfish. This means that an inviting and simple product exploration should be a top priority.
Visitors who are at the top of the sales funnel often only take a cursory glance at the product rather than diving in deep. With the right triggers, however, this fleeting glance can become a meaningful exploration.
It's about creating a positive, memorable experience that whispers rather than shouts the value of your offering.
Here you can find out how to get visitors to explore your product:
- Use interactive elements, such as calls to action (CTAs), that encourage visitors to click through the page for more information in a fun and engaging way.
- Make sure that the navigation on your website is intuitive and leads visitors effortlessly to the product.
- Entice your visitors with engaging imagery that highlights the benefits of your product and makes exploration a visually rewarding experience.
A great example of an inviting yet simple product exploration is Academic Influence, a website that reviews academic institutions. This brand understands that their audience, mainly students and educators, are looking for information without the pressure of an immediate decision.
The homepage contains three highly interactive CTAs that invite the visitor to engage with the rankings of academic institutions. These CTAs act as gentle signposts that encourage exploration and interaction with the product in a pressure-free environment.
This is a clever way to spark curiosity and engagement and lead visitors on a path of discovery without obviously trying to close a deal.
By emulating Academic Influence's approach, brands can create an environment that enhances the visitor experience and sets the stage for deeper engagement and future conversions.
6. address pain points without sales pressure
In the early stages of the sales funnel, your audience is not looking for a sales pitch, and if you push them too hard, they will turn away. They are just starting to look for solutions to their problems.
At this stage, it is important to provide real and detailed answers to their questions without selling your brand. With this approach, you position yourself as a trustworthy source of information and subtly connect your brand with the solution they are looking for.
This tactic is crucial because new visitors are often in research mode, not buying mode. By offering valuable and in-depth content that addresses their concerns, you build a relationship based on trust and authority. This goodwill can develop into brand preference and loyalty over time, as visitors remember who gave them the answers they needed when they needed them.
In this way, you show your customers that you are interested in them:
- Use customer feedback, forums and keyword research to find out what questions your target group has.
- Write blog posts or articles that answer these questions comprehensively and provide actionable advice and insights.
- Mention your brand or services sparingly and instead focus on adding value and building trust.
The brand is only mentioned once in the entire article to ensure that the focus is on helping the reader and not on promoting Indeed's services.
This strategy effectively addresses readers' problems while subtly introducing them to the brand, building a relationship based on trust and value.
7. build credibility clearly and early on
Building trust with visitors who have just entered the sales funnel requires them to feel safe and welcome.
Let's look at four key areas where building credibility can significantly impact the visitor journey on your website.
Integration of trust signals for transactions
At a time when cyber threats are commonplace, ensuring transaction security is a must. Visitors need to feel secure from the moment they enter your website, especially when it comes to future transactions.
To achieve this, you should implement SSL certificates, display security badges and ensure that your checkout process is encrypted. Highlighting these security measures will reassure visitors that their data is safe.
One example of this is Golf Cart Tire Supply, a provider of tires and accessories for golf carts. The company places trust badges above the header of its website, making it clear that it is committed to secure transactions. This small gesture strengthens the trust of visitors right from the start.
Providing social proof
Social proof acts like a mirror that reflects the positive experiences of others. It reassures visitors that they are in good company and that your product or service is tried, tested and trustworthy.
To make the most of this aspect, you should make social proof elements such as customer reviews, ratings and recommendations from well-known brands clearly visible on your website.
A successful example of this tactic is Mannequin Mall, a retailer of mannequins.
They integrate social proof into their website by placing a button on the page with customer reviews, product ratings and a section with logos of well-known brands they have worked with.
Present testimonials
Testimonials are personal stories that convey a vivid picture of your brand's impact. They appeal on an emotional level and show real-life applications and satisfaction.
To take advantage of this effect, you should present your most convincing testimonials prominently on your homepage or product pages. Choose stories that correspond to the wishes or challenges of your target group.
Transparent Labs, a brand of natural nutritional supplements for athletes, features an attractive testimonial directly on the homepage with the praise of an athlete. This endorsement creates an emotional and aspirational appeal that resonates well with the fitness-conscious target audience.
Using strategic partnerships
The presentation of strategic partnerships can increase the attractiveness and credibility of your brand. They signal that reputable companies or individuals trust your brand.
There are various ways to enter into strategic partnerships:
- You can start your own podcast and introduce industry experts or successful customers to increase the value of your product or service.
- Guest posts are a great way to be seen and heard outside of your website. It's a strategy that can emphasize the trustworthiness and success of your brand.
- Working with influencers offers several advantages for building credibility. They increase your reach, attract new target groups and are a tool for drawing visitors' attention to your offer at an early stage.
Oberlo, a dropshipping app for Shopify, presents stories of successful entrepreneurs who have used their platform in their podcast series. In this way, they show the tangible success that can be achieved through their partnership.
Episodes such as the transformation of a side hustle into a multi-million dollar business inspire confidence and ambition in visitors who are just starting out.
8. create positive emotions
Creating positive emotions is not just about making your visitors feel good, it's about creating a memorable experience that speaks to them on a deeper level.
When visitors associate your brand with positive feelings, they are more likely to remember and trust your brand, paving the way for future engagement and conversion.
This works because emotions influence decisions. By evoking positive feelings, you improve the user experience and build a bond that goes beyond the transaction. This emotional connection can set your brand apart in a crowded market and turn casual visitors into loyal followers.
Find out how you can make your visitors fall in love with your brand:
- Associate your brand with social causes that reflect your values. Communicate your commitment to these causes through your content and campaigns and show your visitors that you stand for more than just profit.
- Create content that tells stories, celebrates successes or reports on challenges overcome. Use stories that your audience can identify with to foster a sense of community and shared experiences.
- Choose images and words that evoke warmth, happiness, longing or other positive emotions. Your visual and textual content should work together to create an encouraging environment that encourages discovery and engagement.
Alexander Tutoring, which offers tutoring in math and physics, is a good example of this tactic. In addition to tutoring, dreams and hopes are also sold in the header of the website.
Emotionally charged language that emphasizes the joy and wonder of learning math and physics, paired with the image of a person gazing up at the starry sky, perfectly conveys the limitless possibilities her tutoring can unleash.
This effective combination of words and images stimulates the imagination while conveying a sense of optimism and curiosity. This turns the experience on offer into an exciting adventure rather than an intimidating task.
9. understand that some visitors are ready to convert at an early stage
Believe it or not, not all early stage visitors are just looking. Some are on the cusp of converting and are about to make a decision. By recognizing and targeting these visitors, you can significantly increase your conversion rates.
This is where the art of seamlessly combining high-quality information with strategic product mentions, service descriptions and CTAs comes into play.
By providing valuable information to your visitors, you position your brand as an authoritative source in your industry. When you combine this with tactful product mentions and CTAs, you create a conversion path that feels natural and casual.
This strategy respects visitors' need for information and guides those who are ready to take the next step. This allows you to stand out from the crowd:
- Make sure your blog posts are informative, well-researched and genuinely helpful. High-quality content is the basis for the trust and interest of visitors.
- If you mention products, make sure this is done in context. Links to products should feel like a natural extension of the advice.
- Encourage conversion with gentle CTAs that invite visitors to learn more about a product or service rather than pushing for an immediate purchase.
Chewy, a provider of products for pets, is a good example of this approach. Their blog, which is aimed at pet owners, is full of useful advice and information.
In his post about allergy medications for dogs, Chewy has masterfully included links to the appropriate products. These links are integrated so naturally that they add value to the article and provide readers with a direct path to a solution to their problem without coming across as a sales pitch.
By mimicking Chewy's approach, you can take care of those early-stage visitors who are one nudge away from converting without sacrificing the integrity of your content or the comfort of your audience.
The SEO specialists at Prosperity Media give us an example of how to present a CTA to a visitor at an early stage who is ready to convert.
In their article on the intricacies and advantages of digital PR, the agency shows a floating CTA that attracts attention without being intrusive or giving the impression of trying to sell something.
The Web agency achieves this by presenting the CTA as an interactive, personalized experience rather than the beginning of the sales process. The CTA label (along with the surrounding text) is friendly and inviting, while making the benefits of the process clear to early stage visitors interested in initiating the sales process.
Final considerations
Before you start implementing these strategies, here's an important tip: always personalize the experience.
Use data to tailor your website to the interests and behavior of your visitors. Even something as simple as addressing returning visitors by name or recommending content based on their browsing behavior can significantly increase engagement and leave a lasting impression.
Remember that the journey of a thousand conversions starts with a single click. If you understand and apply these tactics, you'll be selling products and building relationships in no time.
