See more reviews.
How did Heather, Gerald, and Bill realize success?
They followed Kayak’s website plan, which works to convert both those visitors who are ready to buy and those who are not ready to buy.
The best websites for small businesses take visitor intent seriously. Let’s take a look at what visitor intent looks like.
5% of website visitors arrive intending to buy. We wouldn’t be surprised if you are one of them.
Potential subscribers, customers, and new prospects. Their intent is to engage. The opportunity for your business and ours is in helping that happen. It’s accepted knowledge that purchase decisions are based on trust…past purchases, reviews, testimonials, referrals. Trust is highly valued in personal interactions but sadly often overlooked on the web.
95% of your website visitors do not intend to buy. Maybe you’re just checking things out today.
Visitors seeking information are researchers, not buyers. Their intent is to learn. It’s an opportunity to inform them with well-crafted content. Researchers make referrals based on their trust in us and the quality of content discovered. When we provide quality information, it’s one part of earning trust, which lessens or removes the risk of referring you.
Why do websites for small business tend to focus on the 5%?
Potential buyers are relatively easy targets for well-crafted bulk email and ad campaigns specifically because these people are ready to buy. Support them in knowing their decision is a good one.
Crafting competitive offers that reflect the desires of those ready to buy is purposeful. Reference behavior profiles when optimizing content, segmenting, targeting, and personalizing messages to improve conversion rates. Human behavior is predictable.
We help you convert more buyers by creating and referencing detailed customer profiles with insight gained through both customer research and predictable buyer behavior models.
Why direct efforts toward the other 95% if they aren’t buying?
Researchers act as influencers, advocates, and champions. They are motivated by making sense out of complex things and finding answers to their questions. Their goal is knowledge.
Sales messaging falls flat on researchers. They aren’t swayed by discounts, bundles, anchors, or other pricing strategies … because they aren’t buying. They seek to gain clarity and understanding. Once you’ve provided these things, you will have gained their trust and their referral.
We help you transform researchers into trusted advocates who willingly recommend you to their contacts who buy. This is achieved through the creation and deployment of quality content crafted for them.
We work with the world’s leading website platforms for small business.
Kayak creates high-end HubSpot Websites.
Kayak creates easy-to-use WordPress Websites.
Elevate the conversation: outcomes, not tasks.
Our history spans nearly three decades in creative development, strategic planning, and high-performance websites. To date, we’ve completed literally thousands of projects internationally and locally.
Our approach is two-fold:
As a result, we’ve had a far greater impact on our clients’ success. Listen to the “Elevating the Conversation” podcast below to learn more about our approach to helping you succeed.
YouX Podcaster Matt Johnson interviews Kayak’s founder Randy Milanovic on pursuing client-centered outcomes, and the convergence of agency and business consultancy models.