Imagine yourself walking through a forest. The entry to the forest has a beautiful, clear path with luscious greens surrounding your every step. As you continue walking, you realize the path is guiding you towards a beautiful waterfall with a picnic table covered with your favorite foods. You have made it to your destination!
Now, imagine yourself walking through a different forest. The entry to the forest has a beautiful path with thick greenery surrounding your every step. After walking nearly half a mile, you realize the path is fading and there appears to be a fork in the road leading to various directions. Unable to distinguish the correct path and with fear of getting lost, you turn back and head out. Perhaps you will try to make your way through the forest another day.
What do forests have to do with increasing move-ins?
The first forest represents a website with a deliberate user journey. Every step has been mapped out to guide the wanderer (or website visitor) to exactly where in the forest they need to be, such as the waterfall (or the contact page).
The second forest is a website not optimized with the user journey in mind. It is full of interesting, valuable and educational content, but there is little certainty of where to go to schedule a tour.
Either of these scenarios may be present when a prospect visits your website. Do they know how to access the information they need? Is it clear what they should do next once they land on your homepage? Are they confused and are you experiencing high bounce rates? The user experience is a very important element within website design and can be one reason your website is not converting inquiries.
Ask yourself the following questions:
1. From where are your leads coming? Are they finding you on Google, Facebook, the newspaper?
2. What information do they seek? Are they looking to learn more about the organization? Are they looking for an easy way to get in touch?
3. What motivates them? What services do you offer and how will that impact their life?
4. What are the main challenges they face and how can you help solve them? What can you do to make their next step easy and effortless?
These questions will help to begin the mapping process for the user journey, if it’s determined that this is an area of improvement. Remember, you are designing the website to meet the needs of your prospects. Look within Google Analytics. From where are prospects funneling into your website and on what are they clicking? Make sure to have a compelling call-to-action at each stage of the user journey to keep the prospect engaged. Every micro-commitment gets your prospect one step closer to entering your community.
Do you need support with mapping out your user journey? Contact us today.