Do you have the right content for your customers journey?

People often talk about the buyer’s journey. But did you know that your website is the primary path for all three of your constituent’s journeys, not just the Customers? The three key journeys for most client websites include the following current and potential constituencies: Customers, Investors, and Employees. Successful CEOs and CMOs understand that the website journeys, and their effectiveness, are usually of equal or greater value than one additional sales or marketing resource. Think about that – are you spending enough on your website relative to the journey experience and ROI?

The Customer journey on your website is critical. Today, the majority of customers will do 60-70% of their “homework” on you and your company via the web and your website BEFORE they ever talk with your sales team. Investors will assess your market presence, messaging, positioning and investment worthiness to a great degree from your website. And potential employees will evaluate everything they can find before committing to a career with your company.

A few simple questions to ask yourself:

1. What is the lifetime value of one additional customer?
2. Does a great Investor diligence experience and strong go-to-market presence improve your pre-money valuation?
3. What are your headhunter and recruiter costs? Will an effective Employee Journey optimize, or in some cases, completely replace a portion of those recruitment costs?