Here at BritWeb, we are fortunate enough to work with a wide range of clients. This allows us to see a broad spectrum of business plans, strategies and goals.
We never quite know who is going to walk through our door wanting a new website. However, there is a recurring issue that pops up when we ask who their website is for. In many cases, the answer is the same one: “This is my website for this range of people and I want it to look and work like this.”
Are you really designing this website for yourself?
A commonly-held view is that a good looking website, showing a full range of products and services, will help increase sales and provide web visitors with what they want. In some high profile instances, this is true if there’s already a high number of repeat customers. However, no matter how nice your website looks, if it is not allowing your users to be in control, it will immediately act as a deterrent and could actually harm sales.
What should you do? I suggest stop thinking like a business owner and start thinking like your customers. Let’s have some fun and try this simple exercise. Sit down and use your website as if you were visiting it for the first time. Now consider the following…
How easy is it to find products, services or important information like contact details? Too many times these details are hidden away as small links that take an eternity to find.
Are you adding value with useful content like newsletters or a blog filled with helpful hints and tips? These are the things that will turn potential customers into repeat purchasers.
3. Getting in touch
Can people easily contact you if they have a specific query? Many websites have a contact form requesting a variety of details including full name, email contact number and address. Would your target audience prefer a quick contact button or live chat feature so they could instantly message you instead?
Are visitors really only using a desktop computer to view your website? An image heavy desktop site might look fantastic but for web users on the go, those stunning images take several seconds each to load.
A mobile-friendly website is pretty much a necessity now. However, the answers to the rest of these questions depends on who your customers are, what they want and what they expect. It is likely your new website won’t completely suit their needs, meaning you have to test and refine it over time. This is true for all aspects of marketing. However, by putting yourself in your customers shoes, you stand a good chance of creating a fabulous AND functional website that everyone will love.