Simplifying complexity and creating awareness / interest with educational web content
If your space is complex, either the buy or the offering itself -- if readers generally tend to have lots of questions and objections on the path from awareness to purchase -- then you might want to consider a dedicated area on your website with web content to educate readers and guide them through the complexity.
I worked with the head of marketing on this project, which began as a job to rewrite existing web content. However, in the process of learning about the company and its products and market, I realized that there was no easy way for website readers to get answers to the many questions that I knew would inevitably arise in such a confusing space.
I suggested adding a new section to the website with content dedicated to guiding the reader through the space and answering questions.
My client liked the idea.
The result? A new addition to the homepage navigation, a link called "Explore," which in turn provided four additional links:
- Learn, where readers new to the idea and the space could get their bearings
- Visualize, where readers could begin to imagine the technology at work in their environments
- Compare, where readers could compare my client's offerings with other options available
- Decide, where the buy process would, hopefully, reach its culmination and result in a sale
View the web content sample
Click the image that follows to see what the main Explore page looked like.
Get web content that guides buyers through complexity ... to clarity
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