December 19, 2019
What Your Customers See When They Visit Your Website
by Guest Blogger
Your website says a lot about your business. Increasingly, it’s where potential customers start their journey of becoming a real, paying customer. So, it’s worth asking yourself: What kind of experience are visitors to my website having?
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Are people finding what they’re looking for? Are they obtaining useful information about your products or services? Are they receiving the same service they’d get from your business in a different venue? Is your website leaving a positive overall impression? These are important questions, especially in the digital age, where an alternative option—your competition—is just a click away.
Creating a positive experience—and leaving a good impression—is just one job your website should be performing reliably, and it’s one of the most important. Here are a few critical areas to consider in accomplishing that goal:
Navigation. Most customers aren’t visiting your website to leisurely wander among numerous pages for an hour—chances are much more likely they know, or at least have a good idea, of what they’re looking for.
That makes clean, simple navigation one of the most important components of any good website. Making information easy, accessible and quick is critical. Forty percent of users report their willingness to abandon a web page if it takes more than 3 seconds to load, for example.
Mobile is also of increasing importance—many users take it as a signal of the company simply not caring when they arrive on a web page via a mobile device that hasn’t been optimized.
Good navigation and snappy load times signal to your customers that you value their time, and that you care about helping them obtain the information they’re seeking quickly. For your customers, that’s a good feeling.
Content. Imagine the following scenario: A homeowner that has already had a conversation with one of your sales team members might, weeks later, find your brochure tucked away in a desk drawer—rekindling their interest in replacing their windows. Their next stop? Your website. And once they arrive, there should be some useful content to greet them.
Increasingly, customers in all industries are doing a good amount of research before reaching a purchase decision. Your website should offer content that is useful in helping them make that decision. Content on your site should deliver your brand’s core messages while clearly showing how and why you can help—better than the competition. Whether it’s helpful, educational content or testimonials from satisfied customers, all can be persuasive.
Design and aesthetics. You don’t send your sales teams to meet with customers dressed in sweatpants, right? Sending customers to a poorly designed website would be a bit like doing just that.
Design leaves an impression. That means every part of your website, from your logo, typeface, color palette, imagery, iconography, to your layout, leaves an impression on your potential customers. Many consumers report that web design is an important criterion for discerning the credibility of a company. Remember that your website represents your brand, and it should be consistent with your established identity, your existing marketing materials—and the experience that customers have with you.
Questions or comments? Contact me directly at Marcus.Barnhart@quanex.com.
About the author: Marcus Barnhart is the Web Marketing Specialist and Graphic Designer at Quanex Building Products.
December 19, 2019 by Guest Blogger
Filed under: web design