When designing a website, put yourself into the position of the visitor of your website.
- Why do they come to your website?
- Can they see what they are looking for?
- Can they find it easily?
- Is there enough information available to them?
Finding answers to these questions is key when starting off with your website design. It only takes seconds for people to make up their mind about whether or not your website looks interesting enough for them to check out your content. Let’s have a look at how you can make sure your website aligns with your website visitors’ needs.
Who are you? What do you do? What are you offering? What products and/or services are you providing? Make sure this information is clear, concise, and at the top of your webpage so visitors don’t need to scroll up and down and search for this information.
What value or benefits are you bringing your potential new customers (also referred to as value proposition)? Why should they buy from you? How will they benefit from buying your product(s) and/or service? How will it make their lives easier?
Answer these questions and create another clear and concise message displayed at the top of your webpage. There should be no doubt why people would want to buy your service or product.
Your website’s visitor likes what you are offering and the benefit they are getting from you. The next question that is very likely to pop into their mind is “What will this cost me?” The pricing information, including different options, should be easy to find.
What makes you unique and special? Why should people buy from you and not your competitors? What sets you apart from the rest? This is your chance to convince potential customers that you are the right choice. Make your point of difference stand out, and you can be sure the visitors will remember YOU.
Allow your customers to give feedback about your products and services. Ratings, customer reviews, testimonials, awards, recognition, and your social media presence all influence a buyer’s decision. Finding “proof” that your product or service has been purchased and the quality appreciated by others increases your chances of making a conversion.
If your company is relatively new, incorporating the following information will help you in building trust and credibility:
- company’s address/physical location
- a separate “Contact Us” page including your company’s phone number and email address and any other contact options such as chat
- company policies such as product return information, money-back guarantee, etc.
- a professional-looking website with properly working links
In closing, there are three useful tools that can help you dig deeper into what the visitors of your website are looking for.
This is a free Google service which provides you with a ton of information. For example, it allows you to track the search terms of Google users that led them to your website. It can also give you an idea of the particular information users are looking for when they get through to your site.
This is another free Google service that helps you identify your best content. You will be able to tell which content generates the longest average time users spent on your webpage. You then get the chance to compare the content that performs better with that which performs worse, and improve the underperforming segment as needed.
A/B testing lets you compare two versions of a webpage and allows you to determine which one performs better. You can test the effectiveness of features like images, headlines and colors. You can see which ones get the most attention, generate the most clicks and/or interaction on the different website versions.
Remember you only have seconds to impress the visitors of your website. When creating or updating the content of your webpage, bear in mind above mentioned key points to keep you on track with your website’s visitors wants and needs. Use the tools available to get the relevant data and see if it matches your assumptions. Make sure your visitors want to check out your content, buy your service or product and come back for more.