Why do people visit your business website? Generally speaking, potential customers want to know three things: What you’re offering, how much they can expect to pay, and whether the items are currently available.
Studies have shown that online visitors who peruse business websites tend to form an opinion of a company’s brand in about three seconds. A well-designed website may entice them to stick around for an additional 10 to 20 seconds. In other words, you don’t have much time to get and hold their attention.
Give visitors the information they want and you may make a sale. Annoy them, and they’ll look elsewhere. That’s why it’s crucial to consider the needs of busy customers when designing your website. Keeping those needs in mind, consider the following tips to create a website that generates business for your company.
- Focus on the customer, not the company. The company’s history and the CEO’s credentials may kindle positive feelings in you, but potential customers may find such details irrelevant. Remember that visitors want answers. Provide those answers quickly or they’ll click elsewhere.
- Keep it updated. Have you ever scanned to the bottom of a webpage and discovered that the latest revision happened three years ago? If the content on your website isn’t current, people may not trust the site’s information about products, services, and prices.
- Make navigation easy. Each webpage should have the same “look and feel.” Don’t make visitors wonder how to get back to the home page or main menu. If potential customers get disoriented in your website’s confusing maze, they’ll exit.
- Use text wisely and avoid data-hogging graphics. Most of the content on your site should be quick-to-load text. Don’t bombard visitors with flashing words or unnecessary distractions. A few strategically placed and relevant graphics can enhance an otherwise dull website. Remember: Short attention spans are the rule in cyberspace.
- Proofread. A website that’s riddled with typos, poor grammar, spelling errors, and bad formatting will give potential customers an unfavorable impression of your company and its offerings. Visitors may wonder, “If this business doesn’t care about the quality of its website, how can I trust the products in its warehouse?”
Once your website is built, don’t ignore it. A well-maintained, user-friendly website can build loyal customers who keep coming back.