When planning content for your new website, have you thought about who will be using it?
Many businesses design the website based on how they want it to look and be portrayed by the community. However, they forget it’s meant to tell their potential & existing customers everything they need to know about their products &/or services!
Here's an sample customer to consider
Your typical customer is a Dad;
- who has worked all day
- had very little time for a lunch break, if any at all
- missed all the shops being open
- come home to washing, cleaning & housework
- had a late dinner……
and then he remembers that he needs to purchase a present for an upcoming party or make an appointment at his GP.
It’s now 10pm!!!
Does this sound familiar?
Will your website give them enough information to allow them to do what they need after your business has closed for the day?
When planning your website don't forget to include information that your potential customer needs to know to secure their business
Here are some thoughts:
How will the customer find you? Do you have a physical shop or office or are you only online?
If it’s a physical location, have a picture of your building, an interactive map and directions. Explain where the nearest parking is and is it free, limited or paid?
What are your business hours? Even an online business can be contacted during particular hours.
Have you ever tried to order dinner from your favourite restaurant only to discover they’re not open on Monday nights???
Do your products involve sizing? Let your customers know what you stock or can order in and how long it takes for stock to arrive.
FAQs – this should be constantly evolving and when you have customers ask questions, add them and your answer. The more information you supply, the happier the customer!
Does your customer need to make an appointment? Provide a form with options for preferred days, times & services they may choose. Also ask the best way you can return their enquiry. If they’ve contacted you online there’s a good chance you won’t catch them by phone and even may annoy them if you try to call.
Fonts – You may LOVE cursive but if it can’t be read easily, it’s the quickest way for your website to be closed
Colours – Another major area that can quickly turn a customer to click close! They may be your company colours or even your favourites, but if it makes your site unattractive then the little red X may be pushed very quickly.
Images – These should be used to paint a visual description of what you’re trying to describe. If it has has no relevance – i.e. a rainbow to describe a workshop, then your customer may miss the message and not look any further. A group of people or books is a much better option.
Contact details – Remember that your customer may not be under 30 years old! Many grandparents have the internet and handle it with ease, BUT they are still dubious when it comes to areas such as contacting a business. And, sometimes no matter how much information you provide more questions may need to be asked.
Don’t just have a contact form. You need at least an email address & preferably a phone number. Don’t be afraid to let them know that calls will only be answered during set hours & switch the phone to voicemail! (otherwise you’ll receive calls at 3am)
Payment – As we mentioned above, the internet is accessed by everyone these days! Some people don’t trust the internet for payments, others still own a cheque book. If you only provide one option for payment you WILL lose customers! Paypal is always a great option but some people don’t want to set up an account or give them Bank/credit card details and yet we know people who won’t shop unless it’s through Paypal. So consider at least two options: Direct Deposit; Paypal; cheque; EWay.
Do you have a physical business? Let your customers know how they can pay you. It’s seems really obvious but do you accept AMEX, DINERS or Cheque? Do you have Lay-by or loan/payment options?
If you provide a service, do customers need to provide any information like:
Medical – Will you need personal details, history, allergies, e.t.c.?
Any preparation needed? wear loose clothes or remove jewellery?
Timing – be there half an hour early?
Preparation – drink plenty of fluids for 24 hours after treatment?
Do you supply goods or services? such as wedding supplies or services, when is the latest that couples should start making bookings?
Don’t forget the important information such as privacy statements, returns and refunds policies!