About this episode
Does your website guide visitors seamlessly from curiosity to commitment? Or is it just… there?
For any business, a website is a digital storefront. The place where potential customers will look you up, or discover you from a search. If your website isn’t optimized for every stage of the buyer’s journey, it’s costing you money.
In this episode of Endless Customers, Alex Winter sat down with Janet Mendez-Latouche, a web strategist at IMPACT who has helped businesses transform their websites from “meh” to magnetic.
Is Your Website A Sales Tool or Just a Pretty Face?
“Your website is your 24/7 salesperson,” Janet explained early in the conversation. “But too many businesses treat it like a brochure instead of a tool for conversion.”
Alex shared his take on this all-too-common problem: “I can’t tell you how many times I hear, ‘We have a website, but it’s not really doing much.’ And it’s like, okay, but why isn’t it working for you?”
Janet agreed, pointing out that most businesses overlook one crucial detail: their website isn’t optimized to address buyers’ needs at every stage of their journey. “The buyer’s journey is not linear,” she added. “But your website needs to support them no matter where they are.”
Why Every Stage of the Buyer’s Journey Matters
To start, Janet broke down the typical buyer’s journey into three key stages:
Awareness Stage: The buyer realizes they have a problem but doesn’t know much about solutions.
Consideration Stage: They’re actively researching options.
Decision Stage: They’re ready to make a choice.
Each stage demands different types of content. But here’s the kicker: most websites are heavily geared toward the decision stage, focusing on CTAs like “Get a Quote” or “Schedule a Demo.”
“That’s great for people who are ready to buy,” Janet said. “But what about everyone else? If your site doesn’t have content for the awareness or consideration stages, you’re losing potential customers before they even think about clicking that CTA.”
Building a Website That Converts at Every Step
When it comes to optimizing your website for conversions, Janet Mendez-Latouche broke it down into three essential areas that every business should prioritize:
1. Navigation
Think of your website’s navigation as the road map guiding your visitors to the right destination. Janet emphasized that confusing or cluttered navigation can frustrate users and lead to drop-offs. The goal is simplicity paired with clarity. A well-structured menu should feature concise labels that resonate with your audience, avoiding jargon or overly technical language.
Janet also suggested conducting usability tests or heatmap analysis to uncover any bottlenecks or underperforming areas. “It’s not just about what looks good,” she said. “It’s about making sure users find exactly what they need with minimal effort.” For example, if your most-visited page is buried in a submenu, consider bringing it to the forefront.
2. Solutions Pages
Your solutions page isn’t just about listing your offerings; it’s about storytelling. Janet described this as an opportunity to showcase how your business solves real-world problems. The best solutions pages focus on customer needs rather than company features, striking a balance between empathy and expertise.
What does this look like in action? Janet recommended incorporating client success stories, case studies, or video testimonials to build credibility and trust. If someone lands on your solutions page, they’re likely evaluating whether you can meet their needs. Speak to their pain points directly, then demonstrate how your product or service delivers results. Graphics, easy-to-scan bullet points, and clear subheadings all contribute to creating a solutions page that’s compelling and conversion-focused.
3. Conversion Pages
Conversion pages are the final destination in the buyer’s journey, where action takes place. Whether it’s filling out a form, downloading a resource, or requesting a consultation, Janet highlighted that these pages should make it as easy as possible for visitors to take the next step.
A standout conversion page requires more than just a good call-to-action (CTA). The entire experience should feel effortless. For instance, Janet recommended reducing form fields to only the essentials: “Do you really need someone’s mailing address, or can you follow up with just an email and phone number?” She also pointed out that elements like trust signals (e.g., security badges, client logos, or testimonials) can help reassure hesitant visitors.
Finally, your CTA text should be actionable and specific. Swap out vague phrases like “Submit” for something more engaging like “Get Your Free Quote Today.” Even subtle changes like button color or positioning can impact conversion rates, so testing and optimizing these pages regularly is key.
By focusing on Navigation, Solutions Pages, and Conversion Pages, your website will not only guide visitors through their journey but also empower them to take action.
What About Design and Speed?
Let’s not forget the technical side of things. “Your website could have the best content in the world, but if it’s slow or hard to navigate, you’re toast,” Janet warned.
Here are her must-haves for a high-performing website:
Mobile Optimization: “If your site isn’t mobile-friendly, you’re losing half your audience.”
Fast Load Times: Compress images and prioritize speed.
Clear Navigation: Your menu should be intuitive, with no more than 5–7 main options.
Why All of This Matters
An optimized website is more than just a pretty homepage. It’s a strategic asset that can turn casual browsers into loyal customers.
“Your website should work as hard as your best salesperson,” Janet said. “And when it does, the ROI is incredible.”
Alex wrapped up the discussion by emphasizing the importance of continuous improvement and optimization for websites. He reminded listeners, “Your website is a living, breathing part of your business. Keep testing, keep learning, and always strive to make it better.”
Ready to optimize your website? Take a fresh look at your site through the lens of the buyer journey. Start with one small improvement, measure the results, and build from there.
Let’s make your website the hardest-working member of your team.
Connect with Janet
As a Web Strategist, Janet runs hands-on strategy sessions with clients to build easy-to-manage websites that not only align with their business goals but also drive real sales. She empowers her clients with the knowledge and tools they need to take ownership of their websites, ensuring they can manage and optimize them long after the launch.
Connect with Janet on LinkedIn
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