If you had to guess, how many web sites would you say that you visit in a typical day? Only a few? Dozens? Too many to count? If you are like most people, you visit multiple sites each day whether doing research, getting news, socializing, shopping, or for any number of other reasons. Most likely, you visit web sites both while you are at work and at home, and you may even visit sites using a mobile device like a cell phone or Blackberry. There are probably even sites that you visit regularly, which are the sites that you have come to depend on (e.g., using Google for searching or CNN.com for news).
Now put yourself in your customers’ shoes. They are also visiting multiple sites each day, and are looking for information while both at work and at home. And you can bet they also have certain sites that they depend on and return to on a regular basis. The question is, however, is your web site one of those sites on which your customers can depend?
If you’re not sure, here are some tips for making your site something that customers can truly depend on:
- The site is better than the competition’s site. If your competitor’s web site is dated, doesn’t have much content, or looks amateurish, then you are in a good position. However, if YOUR site is not as good as the competition’s, you need to fix that as soon as possible.
- The site is visible in the search engines. This is vital to not only your current customers, but also to potential customers who have yet to discover that your business exists. When your site shows up in the search engine results, it makes it quick and easy for customers to get to your web site, and can also remind previous visitors about your web site if they haven’t visited in a while. It also reinforces that your business is a “player” because it’s listed right along with your competitors. If your web site doesn’t show up in the search results, guess what customers will click on?
- The site inspires confidence and encourages action. When visitors find a great site that meets their needs, they feel confident about the business behind it. When visitors feel confident about a business, they are far more likely to take action on the web site; whether that action is subscribing to a newsletter, requesting a quote, calling a sales rep, or making a purchase. If a site doesn’t inspire confidence, there is very little chance that they will be back for a return visit, and even less of a chance of converting them into customers .
The site provides value. Visitors need information that is relevant, helpful, and meets their needs, or they will click the browser’s back button and visit a different site. For instance, if you have a home improvement site, then give visitors information on how to fix things around the house. If you provide accounting services, give visitors tips on keeping good records to make tax time easier. If you have a pet grooming business, include a list of recommended veterinarians in the area. Giving your visitors something of value creates loyalty and gives your business additional credibility.
The site gives visitors a great user experience. Dependable sites not only give visitors value, they also make visitors “feel good” about spending time on the site. This happens when the site’s navigation is clear and consistent, the content is up to date and useful, and the site is well-organized and well-designed.
To be successful, your web site needs to inspire confidence, provide value, and make visitors feel good about your business. Your customers already visit multiple sites each day, so your goal should be to make your site a client favorite – a site that they remember, bookmark, recommend to others, and can easily find at the top of the search engine results. Do you think that your customers currently depend on your web site? Would your customers agree with your answer?
