In a previous article, I talk about how having a web site is very important to your business. But just having a web site isn’t good enough. You need to satisfy the customer visiting your page. In this article I want to talk about what customers would expect from your website and how you can help fulfil those requirements.
Should I stay or should I go?
Within a few seconds of visiting your home page customers expect to be guided to find the information they seek. Your home page should be able to tell the customer in a sentence or two what the main purpose of the web site is for (eg: providing information, selling services, online retail) and guide the visitor to find what they are looking for quickly. You have 5 seconds to provide this information before they decide weather or not this website will be able to fulfil their needs.
Ease of Navigation
If a customer has decided to stay on your website after visiting the home page, they expect to find their way around your page easily. Navigation style should be easily identifiable and organized. It should be consistent throughout the entire site. Customers should be able to get to any page in your website by visiting at most 2-3 pages before reaching their destination.
Find and Purchase / Order a Product or Service
Customers visiting your website may be expecting to be able to purchase or order what you offer. The way that you offer your products on your website should be the same throughout the entire site. Additionally, some have expectations on how the order can be processed after they submit it to you.
- Can they check the status (processing, shipping) of the order afterwards?
- Do they get proactive notifications of the order through every step?
- Can they order online, but pick it up at your store?
- Can they return goods purchased online at your store?
Consistent Look and Feel
A customer browsing your web site expects to get comfortable and familiar with what they are looking at. The titles should always appear in the same area, as should the navigation and content of the page. Distractions such as pop-ups and excessive advertisements can reduce the level of comfort of the visitor and cause them to leave.
A Clear Purpose or Message
Customers expect a single, clear message from each page on your web site. Simple mistakes involving spelling, grammar and a tone inconsistent with the rest of the site are mistakes every website should try to avoid.
You may want to seek out the services of a local copywriter whose job is to write the textual content of your web site. They should write text that persuades the visitor with your message and also manipulates the wording to place your site higher in search engine rankings.
What do you Expect?
What do you expect when visiting another website? What attracts you to buy and what makes you leave? Leave your comments below!
