5 ways to ensure your website meets customer expectations
Before you start designing a website you need to know who your target audience is, and how you can help them. So, how can you ensure your site is user-friendly and meets, or exceeds your customer expectations?
The most important factor when designing a website is to know your target audience, and what it is they want. Your site needs to tick all the boxes, so that a potential customer can make an informed decision about buying your products or services. One of the first steps in this process is to make sure your website is user-focussed, and does not frustrate them so much that they go to elsewhere!
A bit like me today, trying to find the answer to a graph-design question that’s stopping me finish a client project. Grrrr..!
Before you do anything website or social media related you need to understand who your target audience is. Otherwise you could be wasting a lot of time, effort and money marketing in areas where you will see little or no return for your investment.
You need to know who is your typical customer, how old they are, where do they spend most of their online time? And what makes them tick? What problems might they have that would make them visit your website? Once you understand what they want, it will be much easier to plan your site’s content and design.
Keep it tidy
Whether you’re designing a new website, or looking to update an existing one, spend time fine-tuning your content. What pages should you include, and what can you say that will help to sell your products or services? Keep your content concise and your website uncluttered.
Don’t put in too many distractions that will confuse, or make people forget the reasons they came to your website. If your goal is to sell a product think about why they might want to buy it? How will it help to improve their home, business or family lives? Cut out or rewrite any content that might navigate your potential customer away from your site. I have reviewed so many business websites that include links to others. There’s nothing wrong with linking if it’s going to provide relevant information, that helps your customer solve a problem. But just bear in mind that once they navigate away from your website, you risk losing them completely. And you could miss out on that all important sale.
Make it accessible
According to the World Health Organization (WHO), over 1 billion people live with a disability. That can include people who have problems with vision, hearing or physical disabilities. One of the top issues that could impact your site visitors is visual impairment. Colour-blindness is a particularly common problem, so try and avoid certain colours like red and green, if possible. Make sure the font size is legible, and that hyperlinks and Call to Action buttons (CTAs) are not too close together.
Further help can be provided to assist the visually-impaired by making sure you add descriptive ‘alt-text’ to your images. This text is used by screen-reader tools and can help people who are blind to understand more of the information on a page.
There are a number of easy tests you can perform yourself to check if your website is accessible or not. But, if like me you are a single entrepreneur, and your family time is a precious commodity, then I’m more than happy to execute the tests for you, and provide a complete website accessibility report. Just drop me an email or give me a call to arrange a chat.
With more and more people using handheld devices to browse and buy online, your website must be mobile-friendly. Responsive website design means that whatever size of screen people are using to view your site, the images and text are automatically resized. This makes it much easier to load, read and navigate. If your site isn’t a responsive design, then your visitors will quickly lose interest and bounce merrily away to your competitor’s website.
Most self-build website tools have responsive design already included, with options for you to view your site on desktop, mobile or notepad before you publish. If you have that option on your content management system, WordPress, Wix, etc., then I recommend that you use it. Check your content and media display correctly, heading don’t fall off the screen and CTAs are in the right place. If you’re not sure if your business site is mobile-friendly there are a number of free tools you can use to check it. Alternatively, I offer a free website review which includes testing that your site renders correctly on mobile devices.
Give instant feedback
This might seem like an unusual item to add, but to me it’s as important as all the others I have mentioned.
If you have ever completed an online form, and not received on page confirmation that the action has been successful, you have two options. Fill everything in again and hope it confirms the second time round. Or don’t bother. There’s also a third option which is just picking up the phone, but it’s less likely to happen, unless someone desperately wants to buy something you offer.
It’s important that your site visitors see an instant response when they fill in a form or click on a link, to know it works. So test your site frequently. Because there is nothing more frustrating than a website that doesn’t work properly.
A happy customer is a returning customer.
You must meet user expectations, and if possible, go above and beyond what people are expecting. Test all of the elements of your site thoroughly to make sure everything works as it should do. Don’t brush little niggly problems under the carpet, thinking people won’t care, because they will. Poor grammar, spelling errors and things that don’t work as they should do, can make your website look unprofessional. And it might give them the same impression about you.
For your free, no-obligation, website review, just phone, or send me an email. Find out how I can help boost your online business !
Let’s start with a simple question. Do you know which generation group you are in?
There are so many different terms that it has become quite confusing, especially as I now see business articles referring to target audiences as Gen X, Gen Y and Baby Boomers. These are terms frequently used in the news and in marketing, but what do they all mean?
A recent article I received, about finding the best social media platform for my target audience, had me scouring the internet to find a concise definition. Then I thought, if I don’t fully understand what generation groups are, other people may be just as confused.
It’s not just a personal thing. From a business perspective, we need to be seen on the right social media platforms. We have to know which groups our customers fall into, because different generations have their own social media favourites.
When people talk about Generation X it can be a bit baffling. It seems to me that it’s because when we think about generations we think about the family – parents, grand-parents, great grand-parents, etc.
This is one way of looking at it, and it’s called ‘Familial Generation‘. You and your siblings are one generation, your parents, aunts and uncles, are another, grand-parents are another. And so on.
When you hear talk about Gen X, Gen Y and Millennials there is a different term for these and this is when it gets a bit mind-boggling. These are called ‘Sociological Generations‘. It’s even more of a tongue-twister than ‘Familial’ isn’t it? I think it’s more important to know the actual group names, than understand their definitions, but I’ll try and summarise it.
Putting people into sociological categories – Baby Boomer, Generation X, Y, etc is more complex because it’s seen from two different angles.
One is based on birth rates as documented by the census, which considers population expansion and contraction. So if there is an age difference of 5 or 6 years between siblings, according to the census they could be in different sociological generations. If your parents were very young when they had you, you could potentially belong to the same category, as defined by the census. That part of it is probably the most difficult to understand.
The other way of defining sociological generations is through life events that link groups of people. Sociologists look at common life events and shared experiences to define the groups.
For instance, ‘Generation X’ grew up with parents who divorced and mothers who worked. Personal computers were just coming on the scene. And there was that cross-over from analog to digital tv. Along comes MTV, Atari, computer games, Apple, YouTube, Facebook. It’s these elements which are used to define the X, Y and Zs.
Therefore, in marketing terms, it’s the sociological generations that are being referring to, and that we should try to understand.
Identify the Generation Group
I’ve made it into the Baby Boomers group (1963) so this article, about finding the Best Social Media Platforms is actually pretty accurate when I think of how I interact with the world wide web.
Knowing the generation group will help to focus on theright social media outlets. So saving time posting to the right social media sites might give us more time to focus and improve other business areas, such as our websites, orimproving our content.
It won’t be a ‘one-size fits all’ for every business scenario, and there might be some trial and error. But, when we’re running a business, this ‘Generation Game’ might give us more time to spend with our loved ones. That has to be a ‘Brucie’ bonus.
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If you like this article let me know – and let your friends know!