5 Things Customers Expect From a Website
Running a business can get complicated, but one of the main tenets of a customer-facing venture is quite simple – refreshingly so, in fact. Extra, Extra! Happy customers are the lifeblood of most businesses!
Creating a positive customer experience should be one of your biggest priorities. Although, just for balance cuz it’s important, as a business owner you are allowed to acknowledge the importance of the customer while recognising that they aren’t always right. Don’t put yourself out of business trying to pacify an individual that is clearly taking you for a ride.
Anyway, back to the task at hand – your company website! This one isn’t so much of a grey area, it’s kind of a no brainer really. A company website should be designed with existing and new customers in mind. Because a website that’s designed to engage with your visitors in positive ways can help you create higher conversion rates. Awesome news, hey? But how can you achieve this?
In this blog, we’re going to take a look at a few things that customers will want (and expect) to see from your website.
Easy To Get Around
Did you know that the average time spent on a website is less than 15 seconds? So, your website has around 15 seconds to grab someone’s attention and convince them to stick around. This is why it’s super important to have a high-quality website that is easy for customers to navigate.
It can be pretty frustrating to land on a webpage and have no idea how to get to where you want to go. We’ve all been there. While it can be tempting to have a hypermodern website design, if it’s so advanced that people don’t know how to use it, then it’ll only backfire. Why? Because potential consumers will simply leave.
Less Is More
Another mistake companies make with their website is thinking that “more = more.” Not the case. You should aim to have a website that’s easy to get around. Only include the pages that have to be there, and leave the rest — they’re not needed.
Some of the best performing websites have all the most important information (service offer, contact details, solutions) on one long home page. They also have a simplified navigation system. Also, remember to optimize your site for both desktop and mobile devices. If you’re using something like WIX, they have an inbuilt editor to help you achieve this.
Smooth Checkout Processes
It’s amazing how many companies go to great lengths to get customers on the hook, only to lose them at the last minute. Online shopping basket abandonment is a big issue for businesses, but here’s the thing: very often, it’s not the customer that’s to blame, but the company itself.
Why? Because the majority of people abandon their shopping carts because the checkout process is too complicated. Nobody wants to jump through hoop after hoop when they’re trying to make a purchase. So take another look at your sales system, and see if there are ways to streamline things.
It doesn’t matter how well-designed your website is or how much information you include: there will always be people who need a little help. When that happens, they’ll look at your contact information. What they say on that page will determine how they view your company. If the information is minimal (or non-existent), then that’s a strike against your website!
Fortunately, this is one of the simpler issues to address. Create a chat room for your website, list your business phone number and social media channels, and have an email form for your customers to use, and they’ll always be able to get in touch. It really will make a difference as to how your customers perceive your business.
A Feeling of Trust
Finally, let’s think about trust. This is hugely important to customers, and rightly so – there have, after all, been a lot of high-profile hacks in recent years. So make sure your website conveys trust.
This means having all the latest security certificates and generally having a high-quality website (for example, the text should be well-written and the photos should be of a professional standard). Your visitors will be much more likely to become customers if they trust your website!
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