5 Things Customers Want on a Website

 

 

 

 

 

 

 

 

 

 

 

 

Want to make your small business look GREAT? Here’s what customers and clients are looking for when they visit your website.

 

So you want your website to make you look good—who doesn’t? Here are some tips to help you gain a better image for you and your business.

 

However, the entrepreneurs and business experts I’ve talked to recently, say small is a good thing when it comes to customers, too. Entrepreneurs and small business owners, want your website to be unique, have a personality of its own, and be personally branded in such a way that big businesses can’t even touch? Keep in mind that when it comes to what you put on your website, it is best to promote who you are and not to be afraid of your business size, be as transparent as possible. Entrepreneurs and small business owners have a lot more flexibility when it comes to their websites than regular large corporations. As an entrepreneur or small business owner you MUST create a website that includes something that reflects the creativity and personality of its owner and the business.

 

You MUST be represented “right” on your homepage or at least have clearly defined information on the “About Us” page of your website. Maybe you’re a start-up working by yourself in a spare bedroom or a seasoned entrepreneur working to someday sell the business or hand it over to a family member to takeover. Maybe you’re putting yourself through grad school and this is your way of making ends meet. All of the items mentioned above have unique selling points to customers and can even be part of your marketing.

 

Here are the 5 most important things customers want to know and see on your website:

 

1. How your business is unique to your competition is always key to why people choose you over someone else’s business. So, you MUST always be clear about who you are and present it in a way that is honest, interesting and draws people in a much as possible. You need to include photos of your leadership team, bios that mention years of experience, expertise and any unique qualities or details that will set you apart from others. You do NOT have to write a lot, but you need to make sure that you have painted a clear picture about you and your business that will make people want to work with you, buy your products or need your services.

 

2. A clear understanding of who you are, what your company does and offersis another item often overlooked because YOU get what your business does so you think everyone else does too. It’s incredible how many sites you visit and you’re not sure what the company does and/or the kind of products and services it offers. Your homepage MUST provide at least general information about your products and/or services, with links to specifics on another page. You need to make sure to have the “right” amount of information about your business to give the potential customer enough information to make a decision to use your services or buy your products.

 

3. Simple site navigation and easy use is really what people want from a website. Contact information, including your actual street address and a phone number to a person—NOT a voicemail message, is key to customer service. This gives your business credibility and your customers a sense of trust, which will allow you to build lasting relationships with them. As much transparency and ease of use the better. If people can’t find what they are looking for or what they want, they can’t buy it.  Do your best to keep your website clean, simple and easy to navigate but also for you to track usage patterns of your customers. This will allow you to adjust your website based on what visitors are coming for rather than what you think they want. When you get a clear understanding of what your customers want, then placement and priority of information is clear and your website will truly serve a purpose rather than just having one like everyone else’s. Some of this may sound like common sense and it is, but it is also often overlooked or not included.

 

4. Special offers and personalization are key to you and your website’s success.  Personalizing a special offer, incentive or coupon, entrepreneurs and small business owners can gain an edge on their competition. This does not have to be something digital or online, it is often best if it is a simple handwritten thank you card, free shipping or something special for repeat customers. Making your interactions more personal is something small businesses can do that many big corporations simply can’t do or don’t do well.

 

5. Listening, following through on requests and making things simple are what customers appreciate most. Customers want to be heard, valued and their experience to be simple. Let customers know, step-by-step, important things such as how to order—and where to go, and what to do, should something go wrong. They want signs or buttons in order to act, be it “Sign up for our newsletter,” “Click here for the entire article” or “Special Member Price” This is an area where most entrepreneurs and small business websites don’t provide enough of, they are often not easy to find or simple to use. Your website MUST present these calls to action and special offers clearly enough and easy enough to make your customers want to follow through and take advantage of your offers—otherwise you will lose them, you’ve got to get them while they are interested. Encourage feedback about your products and services, your ordering process and your site in general, by providing a feedback mechanism—either feedback forms or e-mail links.