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 !
“Shirley at SAA I.T provides an excellent service. Her test report was clear and detailed. I was very impressed by the advice, solutions and instructions – I was able to apply many of the devices. However, with my work commitments I decided to hand over the website and let Shirley work her magic. In much faster time than me, Shirley designed and developed it into a professional website that will be a great asset to my business.”
Back in the old days, when I was a test consultant in the UK, it was probably easy to describe a normal testing day. But here in France my work has changed so much, and all for the better. Instead of working for large companies, my focus is now on helping small businesses improve their online presence. So let me try and tell you, in a few words, what a typical testing day is like.
I’m not a good sleeper. My head hits the pillow and I can be asleep in a few minutes, but it’s staying asleep that’s my problem. And I wish I could blame it on something – old age my husband says. I usually wake around 4 or 5am most days, lie there for an hour and eventually I get up, as quietly as possible. I’m so practiced at these ninja-like manoeuvres I could probably serve in the S.A.S. I slide from the bed, pick up my mobile from the bedside cabinet, nip to the loo and then glide stealthily across creaking floorboards, all by the dim light of my Fitbit.
So by the time my other half wakes up at 7am, (because I always forgot to unset the alarm) I have generally logged on to my PC, had a shot of strong black coffee and checked emails in my four personal and business mailboxes.
Next task in my typical testing day? Social Media!
Trying to produce interesting and entertaining posts for my own business pages, as well as client ones isn’t as easy as it might sound. And when you have to publish something every day then it can be a bit daunting. However, what I generally do about once a week is spend a day researching topical and trending items, that are relevant to the business pages I manage. I post on Facebook, Instagram, LinkedIn, Twitter, Pinterest and Google My Business (GMB) for myself and some clients. Luckily, with Facebook and Instagram, posts can be scheduled in advance, which means I get them all done in a morning and only have to publish on LinkedIn and GMB daily. But usually I have already picked the images, ‘inspirational quotes’, and drafted the content at the start of the week.
We moved to France in 2017 and I will make an effort to have a conversation in French with my friends and neighbours. Not just because it’s the right thing to do, but because I know they have led such interesting and varied lives, and I want to hear their stories. So I have 2 hours of lessons on a Monday morning – which definitely helps to exercise the brain cells. Plus there is regular homework to fit into a testing day. But I’m not complaining, I just wish I could learn quicker so I could chat with the neighbours about something other than the weather! Big shout out toLaetitia Poulter my very patient French tutor.
As you have probably noticed, it’s been a while since I wrote my own blog, but only because I’m regularly creating blogs for my clients. Blogging can take up a lot of time, especially if the client wants a specific topic covered which requires extensive research. But I enjoy writing, and I have received some great feedback from my clients and their readers, which makes everything worthwhile.
Great website report by Shirley. Very thorough and easy to read and implement. It was essential to have a pair of expert eyes review my website and there were quite a few quick fixes that I made after Shirley’s report. The report covered loading speed, functionality, spelling, grammar amongst many other tests
A lot of my work comes as a result of the free business website reviews that I offer. I advertise the review service on my website and social media, and in particular, on several Facebook business groups. On average I can probably get through two website review per testing day. Anyone can ask for a review and they will receive my honest and unbiased feedback. I try not to criticise people because the majority of these business owners are individual entrepreneurs like myself, and have never built their own website before. So it’s a massive achievement for anyone to do that on top of all the other day to day business tasks, and taking care of their family.
However, there are those who seem to make it their daily mission to upset or publicly belittle others. And it was finding out how demoralised one of my clients felt when this happened to her that really brought home to me how distressing negative feedback can be. So I always word my feedback reports carefully, and I highlight the good points as well as the not so good. I also make a point of telling them that, at the end of the day, it’s only my opinion but as a visitor – and potential customer – to their website. If they don’t agree with the comments they don’t have to take any action, and I don’t get upset about it. In most instances, I’m happy to say that people do accept the feedback in the way I hope it should be taken, which is as constructive, not destructive, criticism.
So far, I have not had a bad review, but if and when I do then I will act on their comments, and respond in a positive and professional manner (whilst silently slapping myself around the head).
As I touched on earlier, some of my paid work comes from the free reviews. If someone has struggled to publish their website in the first place, it can be a daunting task having to make changes to fix any layout or navigation issues that I might have found. So they ask me if I can help them out. To be honest, this works well for everyone. I learn about different website design tools, apps and search engine optimisation (SEO), they get an improved site and their customers get a better user experience. It’s a win-win situation.
The biggest advantage for me in doing the website reviews is that I find out about new businesses, great products and services that I might not have noticed before. And I have even bought from a few of them! Whether I buy something or not, I will always try to ‘like and share’ their business pages and posts to give them a bit of a boost. If 2020 has taught me one thing, it is to try and support small businesses as much as possible.
Picky or perfectionist?
I have lost a client this year because they couldn’t keep up with home and business expenses during COVID-19 lockdown. I’ve heard of so many others that have closed permanently. And if it wasn’t for the fact that I can work from home, then it could easily have been me. The support of family, good friends and loyal clients has got us through this dreadful year. Yes, we have had to claim some help from the government during the worst months, but thankfully my regular client work has kept our heads above water. I have also been fortunate enough to pick up some software testing work for a large pharmaceutical company, thanks to a recommendation from an old work colleague. But testing in any shape or form makes me happy. I love finding bugs and helping to put things right. My husband says it’s because I’m picky and I have OCD, I prefer to say it’s because I’m a perfectionist. I’m still working on getting him right – but that’s another story and a different kind of testing day, and a long-term project!
I hope you have enjoyed reading my blog. If you didn’t like it please let me know. And if you did like it, then can you also let me know.
With my good friend Micala Wilkins, from Alacim Social Media Marketing, we are organising several online events to raise money for this wonderful cat refuge. Based near Parthenay in France, Chats de Chatillon is a non-profit association run by husband and wife team, Judy and Alan Lewis.
The refuge desperately needs funds to purchase two portable isolation units. Extra money will also help them to keep on top of ever-increasing maintenance and vet’s bills.
The Chats de Chatillon cat refuge takes in abandoned, abused and injured cats and kittens on a daily basis. They get calls to take in ‘refugees’ all hours of the day and night, and they very rarely say No.
New cats often need to be isolated until they are given a clean bill of health by the vet. Sadly, some of these cats have infections or viruses that can be treated, but cannot be cured. They have less chance of being adopted, and will remain in isolation for the rest of their lives.
Having portable units will improve the quality of their lives enormously. They will be able to lay in the sun and play in the grass, without being a risk to other animals.
We want to create a luxury ‘Feline Pamper Hamper’ to be the 1st prize in an upcoming raffle. If you can donate items to go into the hamper it would be fantastic. But even if you can’t donate a kitty product, you can still help by sponsoring one of the cats in isolation. Alternatively, you can make a monetary donation. 100% of the proceeds will go to Chats de Chatillon.
Businesses that sponsor, or provide donations will get a special mention in all online advertising for the fund-raising events. If you can help, or want more information, please get in touch with me, Micala or Judy,
Your support and donations will help improve the quality of life of our feline friends
Little Miss Polly & Pretty Pebbles
Miss Polly (right) has been diagnosed with feline immunodeficiency virus (FIV). Until we find someone special who can give her a loving home she must be isolated from other cats.
She arrived at the refuge in May this year. Abandoned in the town centre, she was suffering from an extremely deep bite at the base of her tail that had caused a huge abscess. The vet thinks she may have got infected when she was attacked.
Polly has a pure white coat and is extremely affectionate. She longs to be loved. Aged about 7-8 months (born approximately Sept 2020) she is still only a kitten. She is such a happy, friendly little girl, and loves to race around.
Quality of life
Pretty Pebbles came to us in such a terrible condition that she would not have survived much longer. She has been diagnosed with Feline Leukaemia Virus (FeLV), and like Miss Polly, she must stay in isolation.
When she arrived Pebbles weighed only 1 kg. She was such a good girl being cleaned up and cared for. Never getting cross or lashing out, even though she was in a lot of pain.
Because these two infections are caused by different viruses unfortunately they cannot share accommodation. Having portable isolation units will improve the quality of their lives enormously.