5 Ways to Meet Your Customers’ Website Needs
Posted 13 January 2014
When you’re investing in a new website design, there are numerous ingredients vying for your attention.
If you’re in the process of rebranding, then visual design and identity will be a high priority for you. If you’re developing a responsive website to increase your engagement with mobile site visitors then cross-device functionality is vital. If you’re trying to increase sales as an online retailer then the effectiveness of your e-commerce platform will have a big impact on your chances of success.
In fact, every element of a successful web design has the ability to draw your attention and distract you from the ultimate goal: meeting the needs of your customer.
If your website incorporates the latest technology, visual trends and functionality, but doesn’t help customers find what they’re looking for, then you will have failed in your strategic goals. Whatever you call it – user experience, accessibility, website strategy – if somebody in the web design process isn’t championing the needs of customers then you’re not going to maximise the effectiveness of your website.
Here are 5 ways to ensure that your website meets your customer’s needs:
1. Answer Your Customers’ Questions
It’s important to understand that every visitor to your website will have questions. They will be looking for answers, whether it’s about your products, location, pricing, employees or anything else for that matter. By developing an understanding of what your customers are asking – market research can be very helpful here – you can ensure that your website delivers the answers that they are looking for.
When you’ve completed this step, the next thing to consider is:
2. Website Navigation
The goal here should be that customers can find their answers as quickly as possible. This means that your website needs to be laid out in a clear, comprehensible way with a navigation system that minimises the time it takes to arrive at the relevant page. By working out the route that a customer would take to find a particular piece of information you can see how quickly this can be achieved. If it takes too long – or is impossible to find – then you’re not really meeting that customer’s needs, even if the information is included somewhere in your site.
3. Visual Identity
This is another key ingredient. At a basic level, ensuring that your website design is pleasing on the eye will enhance site visitors’ experience. However, it’s important to go deeper if you’re to fully meet your customers’ needs.
You need to create a visual identity which affirms the customer and reassures them that they have come to the right place. This means that your website needs to connect with that particular industry and sector, creating an online environment that the customer is familiar with.
4. Language and Imagery that Resonate
Whilst visual identity is a big part of this process, it’s also necessary for your language and imagery to be carefully chosen. This helps to ensure that customers understand what you’re offering. It also helps to reassure them that you are speaking the same language and that you can be trusted with their business.
5. The Information Dynamic
Finally, you need to give the customer the right amount of information. In some sectors, this will be 1-line. In others, you’ll need a whole page. Understanding how much detail the customer is looking for helps you to market yourself better and engage more effectively with site visitors.
If you’ve got questions about website design, web strategy and meeting your customers’ website needs why not contact us to find out more?