When it comes to marketing your brand effectively, personalisation is the name of the game. People want to see online content tailored specifically for their needs and preferences wherever they go. Whether they are browsing shows on Netflix, shopping on Amazon, or simply looking up information on the web, customers are more engaged and responsive when presented with personalised content.

You can tap into this preference by creating a website personalised for each of your clients using dynamic web pages. By pinpointing what each of your users has in mind when they visit, you can set up your website to adjust automatically to meet those expectations.

After all, your website should go beyond merely being a brochure for your services. It should be a part of the service offering from your brand. At first glance, your website should tell customers: We made this site with you in mind. They should be able to find the exact information they are looking for and feel supported throughout the buyer’s journey. Dynamic web content is what makes that possible.

What is Dynamic Web Content?

In the early years of marketing automation, dynamic web content was primarily confined to landing pages, but that is no longer true. With personalisation at the forefront of all effective marketing campaigns, your entire website needs to actively change to display the content that matters most to each user.

When you set up your site with dynamic web content, every visitor experiences your website in a unique way. The page elements are customised to suit each visitor’s needs using the attributes placed in the contact record for each lead. Think about how Netflix’s system automatically adjusts the content to suit the user’s preferences, behaviour, and demographics. Each user sees a personalised selection of movies and TV shows, which helps them quickly find great shows that suit their tastes.

On your site, dynamic pages might display videos that apply to your visitor’s pain points. Then, it may use the rest of the page to present relevant solutions for their consideration. Alternatively, the headlines, text, and images can change in response to your visitor’s reason for coming to your site.

A Look at the Most Important On-Page Elements

Dynamic websites can have a wide variety of ever-changing on-page elements. When visiting each page on your dynamic site, your clients can see a custom mix of content, such as:

• Headlines

• Images

• Text

• Videos

Each page can also present case studies, white papers, and other relevant content that addresses their reason for visiting your site. Or you may display the products and sales each customer is most likely to favour. You can also present rotating testimonials to keep users reading about the excellent experiences your past clients have enjoyed.

Interactive elements are also popular for dynamic websites. You can have the page display surveys, web apps, and contact forms explicitly designed for that user, for example. Through these elements, your brand can engage directly with site visitors, helping them feel valued and well-supported.

Benefits of Switching to a Dynamic Website 

As you set up dynamic web content, you can respond to the context of your user’s visits with relevant content, helping position your brand as a partner in their buyer’s journey. With this smart move, your company and clients can greatly benefit in the following ways.

Optimise the User Experience

At its core, dynamic web content aims to optimise the user experience, which is one of the key things that customers look for in choosing their preferred brands. User experience comes into play more often than price and product quality in establishing brand loyalty.

As you position just the right content in front of your site visitors, you help them complete their tasks and achieve their goals. Whether they are looking to make a big equipment purchase or want more information about your brand, your dynamic site can return all the right content in an instant. This helps to boost the user experience and ensures all your customers feel supported by your company.

Improve Brand Engagement

About 33 percent of customers are prepared to end business relationships due to a lack of personalisation. Without it, they may not feel like they are getting the full experience and receiving the support they need.

So, when you personalise the content displayed on your site, you can actively improve each customer’s engagement. They are more likely to make repeat visits to your website and stay on each page longer when presented with custom elements. 

Boost Trust in Your Brand

When you are wholly responsive to the needs of your clients, they can better trust your brand to do what’s right by them. With more trust comes a boost to brand loyalty, ensuring your customers will not abandon ship for your competitors.

An improvement in customer retention rates translates as a cost saving in the long run, as it is far more expensive to drive new leads to your website. Loyalty often means more sales with less marketing effort, as customers return time after time to engage with your brand.

Increase Conversion Rates

Optimising the user experience, improving brand loyalty, and boosting customer trust all come together to increase conversion rates across the board. Using personalised web content alone, you can enjoy a 51 percent increase in conversions.

A dynamic site will ensure that you never again have to display generic content to your users. Instead, you can zero in on their reasons for visiting your website and deliver the experience they are seeking.

Best Practices in Setting Up Dynamic Web Pages

Best practices for effectively setting up and maintaining these pages demands that you:

Understand Your Customers

When it comes to creating exceptional dynamic web pages, it all starts with a clear understanding of your customers. You need to understand where they are coming from and what they expect from your brand. Use your marketing data and audience research to get inside their heads and figure out what their search intention is for each keyword phrase. Think about why they would visit your site and prepare to fill in the gaps in your web content.

With that knowledge, you can start to craft pages that are relevant and help your customers move through the buyer’s journey with confidence. Your pages can then better help each person assess their key challenges and find their ideal solutions, which reinforces their loyalty to your brand.

Dig Deep into Your Data

Each customer is different, and the data you collect on their unique demographics, personal preference and online can help guide your creation of personalised web pages for each person. To clearly define your customers, you need to pull that data from wherever you can, including your:

• Website analytics

• Social media campaigns

• Marketing automation platforms

You can also run surveys to reveal key metrics to use in the creation of your dynamic web content. Over 47 percent of people are happy to provide information, as long as you are using it to improve their user experience. Since dynamic pages do just that, this is a perfect way to gather marketing data.

Accurately Align the Content

You can collect all the data you want, but unless you know what to do with it, your dynamic web pages will fail to hit the mark. So, take a measured approach by looking for key customer touchpoints in the data then, centre your web content around using those touchpoints to further customer connections with your brand. If your customers are searching for a specific tool for their company, for example, make sure your website highlights that product front and centre for that visitor.

Always strive to make every experience with your website positive and fulfilling to make an excellent impression time and time again. This will keep customers coming back and partnering with your brand through the buyer’s journey.

Using Dynamic Pages to Support Your Marketing Efforts

Dynamic web content works tirelessly, day and night, steadily driving brand awareness and loyalty. Even while you sleep, your website continually and automatically responds to each visitor by providing them with personalised content. The hand-tailored pages keep customers engaged and loyal to your brand, which helps drive higher conversions without any extra effort on your part.

To free yourself from the demands of marketing your company, while achieving better results than ever before, bring a skilled marketing partner on board. With help from our team at 1827 Marketing, you can set up a dynamic website that exceeds all visitors’ expectations. We can also help you create effective dynamic email campaigns and engaging content to share across the digital space. Give us a call at +44 20 7873 2233 or book a demo to get started.