Many factors go into making a great website from branding, content, imagery, through to integration and innovation. From a purely marketing perspective though, the number one mistake a company makes when it comes to their website is making it all about them.
It is easily done – after all, it is easy to talk about you and what you do, but is it really the most important message you have to get across? The customer probably doesn’t think so, nor do they have the time to read the extensive information about all aspects of your business and its history. The customer wants to know what you can do for them, not the other way around.
A site that becomes more a domain for bragging is as effective as having no website at all. Sure, it can be important and under the right circumstances, effective to tell people of the awards you have won and all the client case studies that have been successful. But be aware of how much of that information you need to put out there. Remember, less can really mean more.
It’s a cutthroat world on the Web, especially in IT, and most visitors have only a few seconds of attention. If someone stumbles onto your site and is confronted with pages of information about you, then you will lose them as quickly as you found them.
In contrast, a good website doesn’t leave a visitor stuck in a narcissistic Web. Here are some suggestions for making your site customer focused:
- Provide clear introductory statements that are customer-benefi t oriented;
- Back up your claims (possibly using customer and third-party support);
- Address potential objections proactively.
A quick way to check if your website is suffering from egomania is to pretend you are a customer visiting your company’s website for the fi rst time. Write down a few key concerns or queries you have relating to purchasing these kinds of products or services or choosing a company that you feel (or marketing research indicates) refl ects the key concerns of your target market when researching companies like yours. Only spend a couple of minutes there then jump off it and ask yourself:
- How many of your five key concerns were addressed?
- How well did they address your concerns?
- Did the text get to the heart of your queries or was it focused on itself instead of the customers’ needs?
Use what you have learned to further test your website. Find out what questions your real prospects and customers are looking to answer through visiting your website and re-design your website around helping to solve those problems. So in summary, to ensure a customer stays in your site, your message should be clear, simple and all about what you can do for them. Offer them a reward or incentive for visiting and in turn, the hits should grow. A well-designed and customer-focused website should then guarantee those hits translate into direct sales