Your website is the display window for your business. Consequently, it is expected to present your business and offerings in the best possible way to your potential customers. Needless to say, your website has a few functions to fulfill, from the point of view of your company as well as the perspective of your customers. There’s no point creating a fantastic website that translates your services effectively is the overall platform isn’t user-friendly. Indeed, when you’re planning to launch your web presence, you need to keep your customers’ needs in mind. So we continue here a previous article explaining what your customers look for in a website to help you navigate the troubled waters of online presence.
Summary of part 1
The previous part of the guide to building a website for your customers refers to the importance of the “About us” section in your website. It’s designed not only to inform your visitors about your company but also to share your core values and passions. When customers discover a new company online, they like to feel like they’re dealing with real people on the other end. Additionally, you need to bear in mind that your customers want a website that is both easy to navigate and aesthetically appealing.
We forgot to mention: CONTENT still rules
There’s more than an emotional hook with an enthusiastic team or a creative design when it comes to keeping your customers engaged. You also need to provide them with a decent bit of information beyond the “about us” section. Content, as any SEO agency will tell you, is a ranking factor. Consequently, populating your website with the most relevant content for your industry sector and your keywords improves your performance in search engine results significantly. More importantly, if your content is not interesting, customers will be quick to bounce off.
They still check your social media presence
Before deciding to work with you or to order from you, customers want to gain an insight into your customer services. Online reviews, when available, are a great source of information for them. But most digital-savvy users prefer to turn to social media platforms to find out how you handle complaints. 90% of surveyed customers by Sprout Social Index have used social media to communicate directly with a brand. As a result, customers expect your website to share links to social media profiles and customer services accounts if different from the brand profile.
They want clarity
Finally, customers want more than a website that is easy to navigate. They also want a website that provides clear and usable information. A website that is user-friendly and doesn’t confuse is more likely to drive conversions. In comparison, a website that remains confusing even though the navigation is clear irritates and drives customers away. Microsoft website, for instance, is confusing despite its market shares. The reason? It’s easy to buy a product, but even after purchase you still don’t know how to access your item or even if you’ve really purchased it.
The bottom line is built with your customers in mind in terms of generating content, providing customer service where it’s expected and keeping all interactions clear.