In our previous web development post we covered why company websites are important. Not only are websites an integral part of a digital marketing strategy, they also represent your company, allow prospective customers to engage with your brand, and convert traffic into leads.
For these various reasons, it is important to make sure that your website is designed for the customer. From an employee’s perspective, the website may have a logical flow; however, this may not always be the case with a customer who is unfamiliar with the product or service you offer. It is important to keep in mind that the website should serve the customer, not you.
In order to see if your website serves the best interest of the customers, the first step is to view your website as if you’re looking at it for the first time. Think of the main reasons why a potential customer might visit the site. Are the primary products and services offered by the company clearly displayed?
For example, if you own a chain of coffee stores located all over the country, your customer would want to know where stores are located and the specific products you offer. Therefore, you should have those two aspects prominently featured in the website navigation menu. By doing so, you will pull the consumer in and encourage them to explore further.
The second step in making sure that your website is user-friendly is looking at the site from the perspective of a potential customer who is looking for something specific. Is the site easy to navigate? Do you see what you came here for? If the answer to either of these questions is no, then you should reconsider your design. Your website could have exactly what the user is looking for, but if it is not easy to find, then they may not spend time looking for it. In Larry Marine’s article, Is Your Website Bass Ackwards? he suggests engaging the user right away with an “emotional investment”.
An emotional investment is the thing that will interest users the most and pull them in. In many instances, it is the sole reason for visiting the site. Using the coffee store example from earlier, imagine you visit the company website and the first thing you see is the mission statement. It may be the best mission statement you’ve ever seen but it’s far from the reason you visited the site. By keeping the most important aspects visible you will create a better user experience and have a better chance of converting traffic into leads.
With these tips in mind, visit your website and make sure that the most important aspects are easy to find. If you need additional help transforming your website, take a look at these case studies from some of our previous clients to see how inSegment helps brands build customer-centric sites.