Website structure is a crucial aspect of creating an effective and user-friendly website, but what do we mean by “structure” in this context? When it comes to your website, it simply refers to the way the pages are organized and linked together. In that sense, a well structured website comes with several benefits and advantages should as improved SEO and a better user experience but, critically, it should make the buyer’s journey easier, also known as Buyer Enablement.
Buyer enablement is a business strategy that focuses on empowering and educating customers throughout their buying journey. The goal of buyer enablement is to provide customers with the information, resources, and tools they need to make informed purchasing decisions and effectively use the products or services they purchase.
A website that is set up for buyer enablement should have a clear and easy-to-use navigation menu that makes it simple for customers to find the information they need. The website should also have a dedicated resources section that includes educational content such as blog posts, white papers, and webinars. This content should be relevant to the products or services offered by the company and should help customers understand the benefits of these products or services and how they can meet their specific needs.
Another important aspect of setting up a website for buyer enablement is creating a seamless buying experience. This can be achieved by including detailed product information, such as specifications, pricing, and customer reviews, and providing customers with easy access to this information. The website should also have a user-friendly shopping cart and checkout process to make it easy for customers to purchase products or services.
In addition, customer service chatbots or virtual assistants should be readily available to answer customer questions and guide them through the buying process. This can help reduce friction and increase customer satisfaction during the buying process.
Website structure is an essential aspect of creating an effective and user-friendly website. By paying attention to the use of headings, subheadings, internal linking, and buyer enablement you can ensure that your website is optimized for search engines and makes your customer’s buyer journey easy and effective.
When the time is taken to make sure your website is built around a thoughtful plan and an eye catching design, it becomes easier for users to navigate and find the information they need. And in the end, that’s exactly what an effective website is supposed to do.