If you’re about to go on a website development journey, you’ll want this process to be as successful as possible to achieve a desirable web presence for business, because having a great looking site helps with marketing which improves enquires and sales. Remembering to keep your customers in focus during this process will help with decisions:
How are customers going to respond to the information I have put on the line? What am I missing? How can I better serve my customer’s information needs?
Letting information about your business ‘out of the bag’ doesn’t reveal the ‘secret herbs and spices’ of your business, but rather, through informing you are qualifying a critical moment in the lead generation process.
Ideally, wouldn’t you like your enquiries to be from customers who genuinely require your service? Providing your customers with all the basic information frees you up to assist them with in-depth questions that may require a personalised consultation or an onsite measure and quote.
A few steps to re-thinking your web presence for better customer experiences
#1 – Is your online shopfront frustrating customers?
Familiar with the movie “What Women Want?”. In a similar fashion, you’ll have to experience your product/service and business like your customers. After this journey, assess what you have discovered. Did you find old information on the web but the latest information in-store? Did your customers take the time to use the old information from your website only to find it was out of date? When you ensure your website carries the latest information about your business you keep relevant with them, which in turns helps you stay relevant in Google’s search engine.
#2 – Are you inclusive with your customers?
Is there something you could be doing differently or are you already doing a different business process to better serve customers? If you have spent time phasing in/out a business process, stressing during this change and investing in training, then it’s time to let the cat out of the bag and let us know about your business improvements. News about change appeals to our curiosity. We can’t help but be interested; we want to know about it, and yes, we feel left behind and in the dark when we’re not informed. Posting a news article in your blog section and informing us through social media is great at the time but in the future customers will need to proactively search for this information (if they know it exists) through blog archives or via your social media timeline. Your website however is a permanent place on the web ideally suited for such information. With design strategy, valuable improvements to business can be conveyed in an eye-catching way to customers who are visiting your site.
#3 – How your site could be negatively promoting business
You wouldn’t hold back on giving customers the information they need when they phone or visit? It’s because you don’t want them going to your competitor looking for valuable information that you lay it all out on the table for them. You can use your website in the same way, to achieve a similar interaction with visitors to your site. People are researching, even when they are in a rush – so positioning yourself as a reliable source of information is vital to how people make decisions on who to contact for help. As with in-store conversations, you wouldn’t just ramble on and on, there’s pauses and there’s time to let the customer ask questions. So don’t forget to achieve similar interactions on your website using white space, design rest and language.
#4 – Google serves people’s searches, do you?
Just like changing a fuel filter in a diesel engine isn’t for everyone, writing for business marketing and specifically for the web isn’t going to easy for many of us. Thankfully, just as we have dentists for tooth extractions we have copy writers to help with the written word. But if you’re tackling writing for the web to keep marketing costs low, remember to structure your articles beforehand. Think about the main title and create sub-titles to support the article’s focus topic. With Google’s algorithm and natural language capabilities, you also need to consider your paragraph’s first sentences. Do they relate to the heading?
Savvy businesses are using the web to connect with customers because the Internet is a critical source of information, and this will only increase. For small business owners, having a digital presence is viewed as a specialist task for web designers and web developers, which incurs high fees. But with low cost website packages that include WordPress, managed hosting and training on design, build and marketing, creating a website that has a focus on customer service and experience is possible.