Ever stumble upon a website and you're just... confused... as to what in the world is going on?
There is no clear description of the company.
There is no obvious product or service.
Maybe descriptions are way too long and complicated.
Maybe they're too short and vague.
Or you get to shopping and realize you don't know what to click to add something to your cart.
Unfortunately, many small business websites are like this. And, they probably don't realize it.
But I have 10 Tips to make sure your website doesn't fall into those pitfalls.
1. Who Are You?
Yes, you need to answer who you are on your website.No, you don't need to go into your life story.
It could be a short bio of yourself next to the description of your company. Include your expertise, your core values, and something interesting and compelling. Don't write a whole novel on yourself, but absolutely introduce yourself to your customers. They want to know who they're buying from and develop a connection with individuals they believe in.
2. What Are You Offering?
Yes, make it clear from the start.No, don't let your customers guess what your product or service is.
It's amazing to see how many websites actually miss this vital piece. They dance around too many words or leave out vital information. Their pictures are blurry and obscure or too visually cluttered. Make sure when you enter your website (on any page) there is no doubt as to what your products or services are.
4. Contact Information
Yes, you should have your contact information clearly displayed (Including your location).No, leaving it out does not give you an advantage.
Small businesses often leave this out, thinking it's irrelevant. But customers need to have a way of contacting you. Some people have questions or want special orders. Some people are just better dealing with a person instead of a website.
And location? It could help customers know how long shipping may take. Or if they could catch you at a local business market. Some customers prefer (or NEED) to do business with someone close by (especially true if you offer services)
5. Testimonials
Yes, include testimonials, client lists, awards, and recognitions somewhere on your website.No, it's not "just as good" to leave it out.
Customers want to know what others think about your product/service after they received it. Don't you feel more confident buying something when you see a 4-star rating? It's the same for your brand. Don't be modest and leave out the praise people give you!
6. SSL
Yes, assure your customers their information is protected.No, don't assume that your website is safe without an SSL.
SSL, or Security Socket Layer, is an encrypted system to help protect information shared on a website. So if you have an e-commerce site, please get SSL. It'll protect your customers' credit card information as they enter it.
7. Problem Solving
Yes, provide answers to getting potential problems solved.No, don't assume that your website will always be problem-free.
Provide a Q&A or something similar for customers so they can easily see how you deal with potential issues. For example: If you have a clothing company, what happens if a customer orders the wrong size? Will you offer free shipping on a return? Will you offer a prepaid package for them? Will you reimburse return shipping? Will you accept exchanges only? Or are all sales final with no option to return or exchange?
Answering these questions upfront will clear up any confusion in the case an issue arises. And, it gives customers the confidence that you will do what's right if anything happens.
Not answering them could possibly cost you sales.
8. Feedback
Yes, make it easy for your customers to leave feedback (good and bad).No, leaving your customers after the sale is not a good idea.
You can offer customers to leave feedback in a few different ways. Through an online platform (Facebook business pages, for example) and through an email survey are two of the most popular. Either way, you'll want your customers to feel valued by asking for their impressions. If they have positive feedback? Great! You can use that wherever you display your testimonials! If it's bad? Well, now you know what to work on AND you have the opportunity to reach out to your customer personally, work on the issues, and build a relationship. Win-win.
9. Clear Call to Action
Yes, hold your customers' hands while going through your website.
No, don't make them guess what they should do next.
It seems like a no brainer, but so many small businesses have websites that mention buying a product but don't really show how to purchase. If you've got my attention, don't leave me hanging on how to buy! It can be as simple as a button that says "Buy now" or "Sign up here."
10. Personalization
Yes, sprinkle personalization wherever you can.
No, leaving it out is not "more professional."
What sounds better: Going through a checkout lane with a warm, friendly employee who may be able to offer you a discount if she kept a coupon by the register? Or going through the self-checkout lane with a machine who does the bare minimum? You want the nice coupon-saving cashier, right?
Customers enjoy having a personal touch to their shopping experience. It makes them feel welcomed and valued. As a business owner, you get to decide how to make that shopping experience personal. Maybe a discount code for returning customers, a free sample for first-time customers, a handwritten thank-you note for every online purchase. Whatever you're comfortable with can work.
So... how user-friendly is your website? Are there any tips you haven't applied yet?
Also, if you'd like me to take a look at your website and comb it over for suggestions, feel free to contact me @ Amanda@AmandaBJaeger.com
You can also find more information on my website @ www.AmandaBJaeger.com
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