How An Optimized Website Supports Your Customer Acquisition Strategy
By Melissa Wickes
December 22, 2021
Your website is your organization’s home base. It’s where prospective customers get to know who you are and what you’re about: the programs you offer, your team values, and what sets you apart from the competition.
And it’s the perfect place to acquire new customers.
Here’s how some of the websites we’ve built for our partners have helped them strengthen their customer acquisition strategies.
What Is a Customer Acquisition Strategy?
A customer acquisition strategy is a process of organically bringing new customers to your business. The details of this strategy can look different for every organization, but ultimately a lot of it will be centered around certain aspects of and the structure of your website.
How a Website Supports Your Customer Acquisition Strategy
If your website isn’t exactly where you want it to be right now or you’re still using a Facebook page to house all of your info, that’s okay.
At LeagueApps, we pride ourselves in helping partners build and improve their websites to help them improve their customer acquisition efforts.
Callie Smith, the director of hockey 0perations for the New Jersey Colonials, chose LeagueApps to build their website because she “wanted to have something unique that didn’t look like everyone else’s.”
Here’s what your customer acquisition strategy should look like and a little bit about how our optimized websites can help you check off each step:
Determine Your Target Customer
Before you can start reaching customers, you need to know who your customer is. Now, if you’re a sports organizer, chances are you’re thinking “obviously my target customer is a family with kids who play sports.” You’re not wrong, but it’s helpful to get more specific so that you can create a site that really resonates with people. What age group? What demographic? What does your customer care about? What are their pain points?
When you set up an intro call with the LeagueApps Design Shop, we’ll begin thinking through these questions, spend time understanding your business, and establish your target customers.
Build and Implement a Strong SEO Strategy
Once your website has content, you need to make sure your potential customers are actually seeing the content you’re putting out there. That’s where SEO strategy—or search engine optimization—comes in handy.
In the development stages, we’ll work with you to think through the right copy for each page and set you up for SEO success. We’ll connect you to a Google Analytics account so you can track your traffic and where it’s coming from, set up 404 redirects to legitimate pages (no more “error pages!), populate your SEO meta tags, and set a featured image for your front page with SEP Alt-tag and proper sizing.
If you don’t know what any of that means, don’t worry because we can handle it all for you!
Informative and interesting videos can be used on both your website and social media channels to engage prospects and inform them about your brand and your products.
North Shore Vipers used this at-home workout video at the bottom of one of their landing pages to help customers and prospects train while their business was closed due to the pandemic. Videos themselves affect one of the most important SEO ranking factors, so including videos on your website can actually help you rank higher in search results.
Post High-Quality Content Consistently
Content marketing is a great way to acquire customers because it helps establish you as a thought leader in your industry. When stacked up against paid search, it is three times as effective.
Having a consistent content posting schedule can be difficult, especially for busy sports organizers who would rather spend their time on the field. One workaround is by posting your club newsletter to the website like Gotham Girls FC has done on the website we created with them.
If you’re starting from scratch on your website and have no content to work with, we’ll help you put together a content plan before launching.
Optimize Your Landing Pages
If the landing pages on your website are easy to navigate, prospects will be able to find everything they need and will be easily directed toward your product or service. When we’re building your websites, we begin with the framework (also known as a “wireframe”) of the website—ensuring everything has a home and is optimized for the coaches, parents, and players visiting your website. We’ll also do a final audit of the website to review every page and ensure a seamless experience will be had by every prospective customer visiting your website.
A great example of how optimized landing pages can lead to better prospect navigation is seen on Five Star National Virginia Beach’s website, which we helped create.
Note: mobile accounts for half of the traffic to your website, so you’ll want to make sure your landing pages are responsive on mobile devices as well. We build websites to be responsive to whatever size device your members are using to ensure easy access and navigation throughout every page.
How Design Shop Can Help You
If you already have a website but are interested in what Design Shop can do to help you make it better and more conducive to your customer acquisition strategy, set up an intro call so we can spend some time understanding you and your youth sports organization.
If you don’t have a website at all, that’s alright, too. Wherever you’re starting from, we want to work with you to acquire new customers through a unique and easy-to-navigate website.