“If you aim at nothing, you’ll hit it every time.” ― Zig Ziglar
We know our businesses need websites, but do we know why? What’s the point? What do we want our websites to do?
Just as with any other customer experience, you need to be intentional about your website in order to accomplish your goals. An undefined customer experience will lead to confusion, no response or, worse, a negative impression.
If you don't know where you are going, you'll end up someplace else.” ― Yogi Berra
It’s important to have a beautiful, welcoming website that provides information about your brand, but it is even more important to precisely define your goal and create a clearly delineated path for your web users.
If your goal is to answer basic, general inquiries people have about your product or services, your solution may be a simple web page with an explanation about who you are, what you do, where you are and a page of frequently asked questions.
But if your goal is to create leads or help customers take the next step with your business or initiate some sort of relationship between potential customers and your business, then you should make this openly apparent on your website, not just in your mind.
For instance, the Apple website has a straightforward, uncluttered path for visitors to follow. Their home page lists every type of Apple product. You click on the one you’re interested in and immediately see a huge, colorful photo of the object and a few basic facts about it. Click the “Learn more” button if you want more detailed technical specifications. And right next to (or sometimes above) each product’s “Learn more” button is the equally large “Buy” button. It’s quite obvious they are leading you to purchase their popular, high-tech gadgets.
Do you want them to:
- Contact your company
- Download information
- Buy products
- Request a sample
- Sign up for a limited-time subscription
- Book a reservation
- Share on social media
- Start a free trial
- Find the nearest location
- Order from the menu
Every company is different and has its own goals. Many have standard sales procedures when someone walks in the door of their establishment, but not everyone is as clear about what they want or what process to follow when folks engage in other ways, like through their website.
It will take some time and introspection to discover and determine what you want that customer process or path to be. Once you establish your goal and method, build it out in a way that is intuitive and obvious to your web user.
You never climb higher than the ladder you select.
With all these calls to action, it’s gratifying when people come to your site and take the step you want them to. Whether they download a PDF, try your service for a limited time, buy something or chat with you, it’s great that they respond.
But the ultimate goal is not to have someone do something one time or purchase a product once, it is to convert customers and prospects into fans. Make them raving fans, so they’re not only buying and becoming loyal to your brand but also raving to others about your products and services. Speak to the audience that needs the product. Make it easy for them to become people who love your product and rave about your brand!
This result is never about the product itself—it’s about the customer experience:
- Remember Cracker Barrel? It’s a restaurant that sells food, like millions of others. But it has raving fans who love its down-home feeling, memorable scents, rocking chairs, and old-timey nostalgia.
- Harley-Davidson took a group of outsiders—bikers who existed on the fringe of society for many years — and made them insiders by giving them their own culture, tied to the Harley brand. They now are raving fans.
- Coffee is coffee, but Starbucks, though often more expensive than competing coffeehouse brands, has a loyal following who love its friendly baristas, welcoming space and ambience of indirect lighting and soft, contemporary music. It’s a great place to grab a cuppa and work or to sit and visit with friends. People rave about Starbucks.
“If you don't know where you are going, how will you know when you get there?"– Julie Morgenstern
We hope this has given you food for thought and tips for improving the conversions you get from your website. The Fryed Egg Productions team is here to help you define your web-experience goals and discover the best ways to realize them. We can work with you from creative brainstorming through concept development to wordsmithing, design, layout and website launch. Call us at (813) 478-0494 or email us at [email protected]. Learn more about our services and expertise at www.fryedegg.com.
“If you do not know where you come from, then you don't know where you are, and if you don't know where you are, then you don't know where you're going. And if you don't know where you're going, you're probably going wrong.” – Terry Pratchett