Imagine an interaction with a salesperson whom you've decided to give a few minutes of your time, but after several minutes you don't know which products or services they're selling. He mutters and mumbles a lot, so you can't quite understand what's said. And when you ask for references, they have none to give.
Here's the question: would you buy anything from this world? Likely not.
In today's plugged-in world, your company's website performs many functions a salesperson does. It attracts prospects to your brand, provides them with valuable information, and (hopefully) encourages them to take action. However, when your website isn't operating correctly (i.e., it offers vague, confusing, or unsubstantiated information), you can lose a lot of business to your competitors.
In this article, we'll discuss what customers want from a company website and how you can give it to them in a way that will grow your business.
Make It Obvious Who You Are and What You Do
One of the most fundamental things customers want from a company website is clarity. Your prospects aren't visiting your site to play guessing games - they want to know right off the bat what your business is all about and whether you can solve their problem.
With that in mind, you must design your website to immediately give visitors critical information about your brand, your products or services, your unique value proposition (UVP), and your core values. Your home page should have all these elements positioned "front and center." You should also let visitors know where to go to receive more specific information about your products or services. For instance, a landscaping company's home page may contain visible links to their mowing, trimming, and snow removal service pages to direct people based on their needs.
If you don't have easily accessible, in-depth information about what your services involve, customers may look to your competitors to find out more about the services you offer. That's something a business owner never wants to happen.
Include Readily Accessible Contact Information
A classic article from the Harvard Business Review made a fascinating observation about why customers are truly loyal to certain brands. According to the authors, "delighting customers doesn't build loyalty; reducing their effort - the work they must do to get their problem solved - does."
With that in mind, you must make it easy for customers to reach out to your brand in whichever way they're most comfortable. Be sure to include strategically placed calls-to-action (CTAs) throughout your website that customers can easily click on to leave a message or subscribe. In addition, include contact details such as your business phone number, its physical address, and even an appropriate email address. Many websites even have interactive maps (such as Google Maps) embedded into their contact page so customers can quickly figure out their nearest store's location.
The bottom line is that visitors searching for a particular service and customers seeking a brick-and-mortar store need to know which steps to take next. If they're not, it's unlikely they'll follow up with you.
Back-Up Your Expertise with Content
Finally, a bare-bones website may achieve the minimum amount expected, but you'll almost certainly enjoy greater success by giving customers additional reasons to stay on your site. Consider adding blogs and other landing pages that demonstrate your expertise while informing prospects about the different ways you can help them.
Regularly and consistently add content to your site, such as blog posts and landing pages, even during your off-season. Doing so improves your web ranking over time and increases your brand's "name recognition," which is a crucial consideration. Name recognition plays an essential role in purchasing decisions for 71% of consumers.
Including social proof, such as customer reviews and testimonials, further enhances your brand's credibility and reassures skeptical prospects of your company's legitimacy.
Making Your Website an Exceptional "Salesperson"
Your website can play the role of an exceptional "salesperson" in at least three ways:
- It can convey who you are and how you can help your visitors
- It can make it easy for prospects to follow up with your business
- It can boost your brand's reputation by providing expert content and customer testimonials
A healthy, well-developed website is essential if you want customers to find you and follow through with specific action. If you're unsure how to optimize your website for selling, consider working with an experienced media partner to take your marketing game to the next level. In any event, if you give customers what they want from your company website, then your business will grow exponentially as a result.