14 steps to developing a selling website in a studio

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Working on a selling website consists of certain sequential stages. You can use everything, or you can choose a few key ones. Let's look at each stage in more detail.

Drafting a brief
The first stage of work is collecting information (a kind of customer survey):

what does the company do;

what is the target audience;

assortment matrix;

prices and values ​​of goods;

company development prospects;

marketing strategy;

tasks of this Internet resource.

Drafting a brief

Such a survey is the first step in creating a dental email list sales site. You can brief the customer in person, or remotely - by phone or correspondence.

Marketing research
Information about the market, competitors, and customers is collected and analyzed.

The study of current segments refers to the demand of buyers for the company's goods/services and its changes over a period of time.

Competitor analysis is an assessment of the performance of your competitors, mainly those who are in the top 10 organic search results.

What is important to pay attention to :

structure of competitors' websites;

the volume of content on the web resource and its quality;

the company's pricing policy;

competitors' marketing offers;

degree of resource convenience;

his attendance;

competitors' budget for contextual advertising (yes, this is possible to find out);

site semantics.

The result of studying the competitors' activities is a SWOT analysis of their business (identification of internal and external factors influencing it, strengths and weaknesses). With its help, you can learn from other people's mistakes and try to avoid your own.

And, of course, target audience (TA) analysis. This is one of the most important indicators for successful sales.

Marketing research

When studying the target audience, clients are distributed not only by age and gender (for example, women 50+), but they approach this matter more precisely, segmenting the audience according to various characteristics.

Here are the standard parameters for analysis :

gender of a person;

age;

place of residence;

his social status;

what field does he work in;

availability and level of education;

income;

marital status;

whether there are children or not;

nationality and religion;

interests.

Deep research of the target audience will help :

Understand what a person's motivation is . Is he buying the product for himself or as a gift, in what cases? The budget allocated for the purchase and not only directly depends on this.

More clearly formulate a unique selling proposition that will precisely meet a person’s needs.

Focus on those benefits that are important to this category of clients.

Create offers for all groups of your customers. For example, food in a cafe for all people, for allergy sufferers and diabetics, for athletes and those losing weight, for children, etc.

Increase the conversion of your resource by working out the needs of different customer groups.

Collection of semantic core
The semantic core of a site is a set of words and phrases that characterize this type of activity (product or service), by which users search for it on the Internet. And the larger the range of the store (company), the more voluminous this list will be. Sometimes it can reach several tens of thousands of keywords.

Collection of semantic core

Depending on the semantic core, the structure of the site also differs. Key words are divided into groups, each of which leads to a specific page of the resource.

Creating a website structure
The site can be beautifully designed, with competent texts, but without a clear structure. Such a resource will not have a high conversion. The presence of a structure allows customers to conveniently select a product or service, place an order. Even if a given site has a huge range of products, its structure should be as simple and clear as possible so that it is easy to navigate. This is where examples spied on by competitors can come in handy.

It is not always necessary to create a separate page for each product group. If it contains only a few low-frequency keys, you can simply add the necessary filters, with the help of which a person can also easily find the necessary product.

Building hypotheses
In the field of marketing, it is difficult to guess what the result of certain actions will be. It is necessary to build hypotheses, check them, test different options and only then find the most successful path. One mistake, a one-time miscalculation can play a big role (for example, an incorrect definition of the main target audience can significantly reduce the company's profit).