When designing your website, it's essential to think about your customers' point-of-view. Consider how existing and potential customers may respond to your site at a first glance and when they try to navigate through it.
Even if you love how it looks and think it's perfectly clear, your own perspective isn't enough.
Business 2 Community recently published an important article titled "Why SEO Is Just the Start For Digital Marketing." The article makes the point that even if your website is performing well on Google, making it to the top of the first page for relevant searches, traffic alone isn't going to help you boost business.
It's only the start. Because even if you're getting a lot of traffic to your site, it doesn't necessarily mean that people are sticking around, engaging with your site, and getting converted into customers.
Your website needs to be designed and built for your customers. There's no getting around it. The following are several tips for improving customers' experience with your site.
6 thoughtful tips for a customer-friendly website
- Remember that what makes a website better for you might make it worse for them.
You may find yourself wanting to change your website in a way that makes it more convenient for you; for instance, maybe you'll have an easier time managing the design or collecting information from the site.
While it's fine to consider your own convenience, make sure you understand how any changes will impact customers. Will they find it more difficult to search through your site, discover products they like, or provide you with contact details and other personal information?
- Make your site responsive.
If you're working on your site primarily from a desktop computer or laptop, you may forget that it needs to look attractive and function properly on any device.
What do customer see when they visit your site using their smart phones or tablet devices? Can they still easily find all of the landing pages? Do the images and the text still look clear?
- Consider what customers will immediately look for.
Even if you have all of your information available on the site, think about how it's presented. For example, if you operate a shop or a restaurant, customers frequently want to know the address and business hours. Can they quickly find this information on your site?
If they're searching for one of your products or services, how much time will they need to spend scrolling or clicking before they find what they're looking for? For everything you add to your site, consider how prominent it should be and how quickly it can be found. Lower the chances that customers will abandon your site in frustration.
- Don't skimp on details.
Once customers have found what they're looking for on your site, do you provide them with sufficient details?
These include price, sizes, materials, available colours, personal benefits, maintenance tips, suggestions for use, and appearance from different angles. High-quality photos and videos can make a world of difference in securing a sale.
- Speak to customers.
Don't treat customers as if they're faceless numbers. Consider the overall tone and mood of your site. Read over your text to make sure it sounds engaging and inviting instead of dull, mechanical or condescending. Who are your primary customers, and what would evoke an emotional response from them? What colours and fonts would they find appealing?
Consider also the values you want to convey, such as compassion, reliability, comfort, technical know-how and integrity.
- Solicit customers' responses.
You can ask customers for their feedback about your site, especially if you've rolled out a new feature.
Customer response also comes with the opportunities you give them to easily share your content, rate products and leave comments.
Don't hesitate to contact us for advice on designing a customer-friendly website. We will work with you to create a site that both you and your customers are happy with.
Contact us for more information on setting up a professional services website.