This stage of the funnel is where you need to be more focused on the products and services that your company offers. While you shouldn’t be pushy, it is important to demonstrate what your company can do for customers and the needs that you can fulfill.

This will not only familiarize potential clients with your product but also help them to understand why they need it before even talking with your sales team. You can also capture leads using middle-of-funnel material. You might want to include an opt-in if you have an email newsletter. What should the content look like?

Case studies

Show potential clients what your service is by creating a case study. It depends on the nature of your business, so it may be hard to explain. Case studies can help you to prove that you are good at what you do.

You might find it difficult to visualize how this could look. 

Although this may take some time and you will need to ask permission from your clients before you highlight the work you did on your website, it can be a great way for potential clients to feel confident in your work.

Videos

Although videos require more work than writing content, they can be more persuasive and effective in persuading site visitors. While anyone can write a few pages, video offers visual proof that is much more persuasive.

Your industry will determine the subject matter of your videos. However, think about what your viewers might be interested in. Demonstrating specific products in action is a good idea if you are selling them. Film your employees performing a service such as construction. If you offer something that isn’t easily video-friendly, you might need to be creative.

We chose to film testimonials. It is difficult to present a visual representation for marketing. After all, who wants to see a video of client reports? Our clients are the most important aspect of what we do.

Videos can be an excellent way to showcase products in a different way than photos. Tactics Boardshop posts product reviews for almost every item they receive in their store.

It is more engaging to see people wearing shoes or snowboarding than to take photos of them in stores. While videos may require more work to produce, the benefits can be enormous if they make site visitors want to purchase the featured products.

Pricing information

Although it is easier than creating case studies and videos, many businesses don’t do this. Except for companies that sell specific products and others, most businesses choose to keep pricing information private until they are contacted by a lead.

There are many reasons this is done, but the most important one seems to be that companies that have project-specific pricing don’t want to post numbers on their website and be held accountable by clients. That’s understandable. However, customers demand prices.

These can be included on your website in the form of charts, scales, or other handy tools, such as the one we created for estimating Miami web designer costs. This will give customers an idea about what to expect. This will help customers feel less anxious about contacting you and can increase their likelihood of taking the next step. Eliminating any uncertainty is a great way to help them move through the sales funnel.