Step 1: Adolescence
Information based, static content, minimal metrics. Establishes credibility, doesn't draw leads.
Just like you may look back at the start of your website. Perhaps the tagline was off and mistargeting customers. Perhaps the colors were less refined than you’d have liked. Perhaps the content did not speak.
For example look at Apple’s first website, what do they sell? And Amazon, what’s up with the river of books? Some other examples include TheFacebook and Twitter. Take a look below at some screen captures of these major business’ first website!
Step 2: Young Adulthood
Bringing insight -- Analytics, social media -- but little wisdom in how to string all these together.
Remember when we were all young adults? We wanted to reach out and connect with others. We wanted to see what the world can offer. Just like being a young adult, a business’ website reaches the same stage. Where, we want to reach out and connect with others digitally. We want more leads coming to our door step. Now we are connecting with others in a slightly more coordinated method. But we don’t yet know what works. Tactics in this stage aren’t cohesive, nor are they sophisticated.
Step 3: Young Family
Figuring out what works and doesn't.
We aren’t mature yet–but at least we realize it. We may have finally realized that the world isn’t going to offer us much… Rather we have so much to offer the world. It is more fulfilling to give than to get.
Just like those sentiments, a digital website should be serving the customers. It should be helping the pain points of customers and leads. The website should be addressing and anticipating customers problems. At this stage, a business learns how best to nurture leads.
Step 4: Nurturing Adult / Family.
Attracting, and building brand advocates
By this stage, we are attracting leads to our site. We have reached these leads by numerous methods: print media, social media channels, blogs, newsletters, etc. They’ve been drawn to our site in hopes to solve their problem. We resonated with their problems and we can help solve those problems.
We have retained their attention. Perhaps they’ve used our services already. Perhaps they have returned several times. We are now engaging them digitally on a regular basis. We are on the cusp of turning them into a brand advocate.
Step 5: Scholar
Making life long partners.
Now that your website is helping your target audience (addressing their problems), knowing who and where your audience has been on your website last week, a month ago; knowing what devices that they are using to view your website; knowing that they are receiving emails and being reached on social media channels with the exact information of their interest. You now are converting customers into lifelong brand partners.
Now that you know where you and your website stand, feel free to comment below (tips, advice). If you’re ready to take the next step, but need some hints, the comment section is open to you as well.