Andonette Wilkinson
January 4, 2023

The Consumer Path To Purchase. Why SEO is Never Quite Enough

If you are a construction business with an online presence, the end goal of your online presence is for people to buy your product or service, right? Most of us know about SEO, but is that enough?

Are you relying on SEO?

So you have a website. Great! How are people going to find it? Ignoring all the offline methods, they will do one of two things. Search for you, or see an advert and click on it, or a mixture of both. Despite the data that is right in front of us, many website owners still distrust the power of digital advertising and rely on SEO. As a business website owner,  you may have been told outright that advertising online wastes time and you need to rely on SEO. Whilst it’s an important strategy, most business owners would agree that in the offline world, one channel alone is not the way to grow customers. So why would online be any different?

Someone finds you, so what? What happens when they go away and find someone else? It’s important to understand how consumers behave online. Understanding this can help you reach them at the right moment during their online path to purchase. That micro-moment.

With this in mind, Here are some of our main considerations regarding the consumer path to purchase.

Your audience is informed.

Count on an audience that knows their onions. On average, we will research ten products or services before we commit to one. And many of us will spend hours and dozens of searches researching the best height safety equipment, scaffolding, PPE, laser cutters and more.

The moral of the story is don’t just advertise your product. Be helpful. If you are seen as the one providing help along the customer journey, it can go a long way towards influencing that final purchase or sign-up. Create informative content and advertise that content. Make sure you give consumers relevant information along their digital path to purchase.

Think Outside The Box.

We always ask people who they think their target audience is. Most people know who they want to sell to, but there may be audiences out there you haven’t considered. If you are selling roof safety matting, you may think about targeting people over 18 based in the UK. The problem is, of course, this is too broad. What if you consider targeting tradespeople in the construction industry based in the UK? You will likely have fewer customers, but those customers may be more loyal.

It is also important to consider where your target audience hangs out online. Are they active on social media? Do they read certain blogs or websites? Knowing this can help you create content that resonates with them. You can also use their online behaviour to inform your marketing efforts and ensure that you target the right people.

It is essential that you understand who you are talking to, what they need and how best to connect with them. To do this you will need to create buyer personas – detailed profiles of your target audience which include demographic information, interests and motivations.

Moral of the story: Your audience may not be who you thought it was.

Never underestimate the power of Mobile.

Our mobiles are now our digital friends. People expect data at their fingertips. We get annoyed when it’s not there. Google data shows us the following: Smartphone use has risen exponentially in the last few years. 2014 was the year that mobile traffic surpassed desktop traffic. As of now, 52% of searches take place on mobile. Mobile is not the future. It’s now.

Despite many customers and advertisers still denying this and saying most or all of their conversions take place on a computer, they may be leaving out the obvious fact that mobile was where they were discovered and where the customer spent an hour doing their research, in a queue, in bed, in the bath. Well anywhere!

Man Googling In The Bath

Be There.

So your customer found you online. And then they fell asleep. Or it was out of hours, or they put it out of their mind as something they might look at later. Chances are, by tomorrow, they will have forgotten and moved on to something else. Now, this is where the power of remarketing comes in. And this is why organic search is never quite enough. No amount of organic search will haunt you around the web whilst you look at other stuff.

The usual answer we get here is, “I don’t like those ads”, but here’s the thing. They are getting smarter, more relevant, and less obtrusive. So for anyone who thinks an ad hasn’t influenced them, think again. You probably don’t even realise it because the average website conversion rate is 2%. 2 visitors in 100 do something. That could just be filling in a form; It depends on what you measure. Retargeting can boost your conversion rate by up to 400%. Read more about that in these stats about retargeting.

To conclude

In conclusion, if you think you are all set with your organic reach or even that your search campaign is doing everything it needs to, think again. You are missing out on the market share, and so long as you are, someone else is taking all your customers.7 Surefire SEO Strategies for Search Success

We are Made By Factory. An award-winning digital Agency in Manchester, Greater Manchester, run by design expert Andi Wilkinson & Ex-Googler Ben Tennant. We advise (mostly) construction service-based businesses on digital things, including Google Ads & have run workshops with The Business Growth Hub, Google & Enterprise Nation. It’s our mission to help businesses ‘grow online’

We were selected in 2017 as one of 30 UK Google Partner agencies to attend Google’s elite coaching programme ‘Elevator’ and one of a select cohort of agencies with high growth potential to take part in the Business Growth Hub’s Greater Connected programme. 

For some top-notch quality marketing without all the mystery, talk to us today! 

Andonette Wilkinson

Creative Director of Made By Factory. UX Designer & SEO Nerd, Andi is also a a keen member of Neurodiversity in Business, Former board member Manchester Digital and speaks and writes on a variety of web-related topics.