Understanding your customers is the foundation of brand messaging that actually converts—turning curious visitors into loyal, “take-my-money” customers.
In this article, we’ll explore the power of customer research and how it directly impacts your brand’s success. More specifically, I’ll walk you through a simple onsite survey you can set up on your website in under an hour to gather valuable customer insights and strengthen your messaging.
Once you have this clarity, converting visitors becomes far more intentional—and effective. To get started, there are two key things you need to understand the moment someone lands on your website:
One: How ready are your visitors to buy? 🤔
Are your visitors just browsing your site looking for info or are they ready to buy?
I ran this survey question to better understand which stage of the buying process my website visitors were at:
What brought you to us today?
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From there, I was able to better write my website copy and meet my website visitors at the current phase of the buying journey that they’re in.
Two: Who are they? 🧑💻
You want to know who’s visiting your site. You likely already have an idea of the top 2-3 types of people who purchase your services, but understanding which user personas make up the majority of your website visitors is crucial so that you can change your website copy to speak directly to that persona type.
So, I ran a second question in my survey:
Which of these best describes your [IDENTIFYING DETAIL: COMPANY, ROLE, ETC]?
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In my case, my identifying details/roles would’ve included the different types of users that sign up to my website, for example:
Individual freelancers/entrepreneurs
Companies and teams
Small business owners
👉 To implement this survey, I recommend using a free tool called HotJar.
👉 And here’s a link to download the survey template with questions
👉 Here’s a free trial for a site to help you manage your schedule with those customers
By knowing the type of person visiting your site + what stage of their buyer journey they’re at, you can profoundly manipulate your website copy, images, and messaging, to speak more directly and specifically to your website visitors, helping them to trust you more and buy your services with less friction.
The evening read 📖
So, here’s a book I highly recommend you pick up if you’re at all interested in understanding how to leverage deep customer insight into conversions and sales for your business.
It’s called “Forget the Funnel” by Claire Sullentrop and Georgiana Laudi
I’ve read it myself. Claire and Georgiana dive deep into now only collecting customer research to better understand why customers are signing up to your site and purchasing your services, but they provide a very step-by-step tutorial into how to collect that information for yourself.
👉 You can pick it up on Amazon here.
That’s a wrap 👊
The beautiful thing about leveraging customer research is that simple changes you make to the text and images on a website you already have running can produce higher conversion rates for your business which means more bookings and sales for you.
Knowing how to leverage those insights is an invaluable skill.
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