Take them down a logical journey
The customer journey is centered around understanding how visitors interact with your website. Customers come to your site in hopes of solving a problem that they have. You need to identify what that problem is, empathize with that problem, position yourself as an expert and provide a solution that feels easy and right.
If you visit Open Door, you’ll notice they identify and empathize with the customer’s problem which is the hassles of listings, showings and months of uncertainty. They offer an immediate (and enticing) solution which is “Get an offer on your home in the press of a button.” As you continue down the page, Open Door lists reputable companies in order to position itself as the trusted authority and then offers three simple steps to get started. Overall, open door absolutely NAILS the customer journey.
When you think about your customers first, the questions they are asking and the information they want to know, you can begin to transform the structure of your site to take them from first learning about what you offer to eventually converting.