1. Creating A Topical and Relevant Website
Content Strategy Will Drive Higher Click-
Through Rates
By Lorél Marketing Group

2. Many brands try to cover their
website’s poor performance by
adding other features and brand-
centric content to the site instead of
addressing the key issue.
Brands need to fix the problem and
not mask it.
Lorél Marketing Group has
identified core components for your
website planning.

3. Core Elements
• Develop Multiple Websites for
Multiple Needs … As Long as
They are Topical and Relevant
to the Target Audience.
• Search Strategy - target users at
different stages of the
conversion process.
• Drive Branded and Unbranded
Visibility with Online Media.
• Your Web Analytics Plan Drives
Success.
• Monitor Blogs / Social Media for
Real-time Insight.

4. The User Experience
Website design strategy needs to support customers
and prospects throughout the entire buying
continuum process. Interested and qualified
individuals need the optimal architecture to “hold
their hand” during the information-gathering and
buying experience.
• Identify Your Segments. Quickly identify
the visitor based on their worth and status
with (visitor, segment a, segment b,
segment c, etc.) to deliver the best and
more relevant experience.
• Target Your Segments. Segment and
target the visitor based on where they are
along the engagement process.
• Provide Relevant Messaging. Pay
attention to the target segment’s habitual
patterns, past behavior and site navigation
to leverage them toward conversion.
• Provided Added Value. Present valued
and relevant information at each touch
point to move them along the continuum
process.
• Be a Customer Resource. Position the
website as an active vehicle for the
multichannel program.

5. Product Positioning
A brand’s website should position the product offering
through topical sections to maximize the user
experience. This site organization enables a visitor to
view the issues from her perspective and not a product-
centric view.
• Conduct a topical conversation and offer
thought-provoking questions to a
• visitor to help make the most informed
decision.
• Use an online community area or another
social media channel (e.g., Facebook) to
distribute local information and resources such
as a list of local seminars/events. - Provide an
online dialogue area for questions to other
members and prospects.
• Have multiple ways to contact the brand for
support, sales or service — such as a
telephone number, a click-to-chat function, an
email address, a Twitter address, a forum area
to post questions, etc.

6. Targeted Website
Content
With specific products targeted for
specific consumers, it is critical to
present the available options in a more
narrow and segmented way via website
to maximize the information-gathering
and buying experience.
• Create “Presentation A” and
“Presentation B” for product-
specific websites to target a
consumer based on her status in
the buying continuum.
• “Presentation A” might contain
more information providing
content for the researching
consumer
• “Presentation B” might contain
more of a pricing and offer
message to close the sale.

7. A Closing Remark:
A brand’s site needs to consider its core
strategy, the overall user experience
infrastructure and the delivery of
targeted and relevant information to
provide the right information at the right
time to drive the best results!

8. Want to jump start your marketing strategy
and programs?
Lorél Marketing Group can help you get started with a no-cost
discovery meeting that can align your goals with a vision for your
success. Care to learn more? Contact us today at info@lorel.com
Lorél Marketing Group
Graphc Arts Building
590 North Gulph Road
Valley Forge, PA 19406
(610) 337-2343
www.lorel.com
Facebook: www.facebook.com/lorelmarketing
Twitter: www.twitter.com/lorelmarketing
Linkedin: www.linkedin.com/companies/lorel-
marketing-group