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Did you know 92% of senior executives own a smartphone used for business and 77% of them use it to research a product or service for their company?[1]

Your website is your biggest asset and one of the best ways to gain insights about your customers and prospects. If you don’t have a website, it’s a missed opportunity to share what you do and the value your clients get from working with you.

For those who have a website, when was the last time you updated it? Does it reflect the new solutions you sell and are those solutions easy to find? How many customer personas do you target when you market to your customers? Have you designed your website to speak to those personas?

Understanding who your customer, what their persona is, and ensuring you’re signaling to the next generation of buyers – Gen X, Millennial, Gen Z, as well as Baby Boomers – the relevance of your company and an acknowledgement of how they buy.

Start with adding Google Analytics to your website. This data analytics tool is free and a powerful tool that can provide insights on your customers and prospects. The data enables you to unpack how much time customers spend on your website, what piques their interest, how they find you, and where they leave your website.

As a data source, you can delve into the information to figure out what your customers may be looking at on your website, discover new opportunities to test new solutions, and develop ways of engaging with them. Tie your social media and advertising campaigns to your website and track which platform is driving the most traffic to your website. Check out whether mobile or desktop is their platform of choice for viewing your website. That data can provide insights for how you may want to deliver your solutions, provide information, and may reimagine your website.

As we work with our clients on their business and marketing strategies, one of the first areas we focus on is their website. Our goal is to identify who your customers and prospects are and how they engage with your website. The site is designed to signal to your customers and prospects that your firm understands who they are. This includes taking a mobile first approach to designing the website, then designing for the desktop.

For more information about Google Analytics and how you can use it to gain additional insights about your customers and prospects.

[1] McLeod, Betsy, “75+ Mobile Marketing Statistics for 2019 and Beyond,” BlueCorona.com