As a consumer, I find it incredibly frustrating to visit a website and not find the information I am looking for – I am sure you can relate. Sometimes it has to do with the content, which can range from dense, complicated, and completely unclear to so broad and general it is meaningless. Oftentimes, though, the information is simply missing.
Whatever the case, if your website visitor can’t find what they need, they will go elsewhere – and probably not come back. As a copywriter who works on a lot of website content, here are 6 simple ways to improve your website so your customers can easily find what they are looking for:
1. About Us
Your goal: Provide enough information so that a website visitor knows if you are a good fit for them and can meet their needs.
This might seem obvious, but make sure you clearly state – in plain English – what you do, especially if your business is more technical, as well as the benefit of working with you. Also include your target market(s); for example, if you only work with commercial clients, then a residential customer will know to go elsewhere.
2. Contact Information
Your goal: Make it easy for customers to get in touch with you.
When a company practically hides their contact information, I wonder if they even want my business – or if they are headquartered on Mars. Display your phone number, email address, social media buttons, and physical address where it makes sense – not just on the Contact Us page.
3. Explainer Videos
Your goal: Quickly illustrate how something works.
If your product or service is more technical, complicated, or a new concept, a video will quickly illustrate how it works – like Dropbox does in this video on their home page.
4. FAQ
Your goal: Answer questions before they are asked.
“What are the hardware requirements? How long does it take? When will I start seeing results?” If you get the same questions over and over again, be sure to add an FAQ page to your website.
5. Downloadable Instructions
Your goal: Cut down on emails and phone calls.
It’s a basic fact that people lose paperwork, and with products being sold second-hand on Craigslist and elsewhere, you want to make sure your product is used properly. Add downloadable instructions to your website – it’ll reduce emails and phone calls.
6. Policies
Your goal: Keep your customers informed to avoid surprises or angry phone calls.
A lot of companies have privacy policies, but if you have others that will affect your customers, put them on your website, like Zappos did with their fur policy. You could have a smoking, pet, child, inclement weather, or return policy, but whatever it is, just put it up on your website – and make it easy to find.
What other information do you feel like you have to hunt for on websites?
Image courtesy of clipartist.info
Google+Web.com is now offering forums designed to support small businesses in cities throughout the US. Learn more about these forums here: http://Businessforum.web.com/
Tags: Marketing, website content
Posted in Marketing, Web Design | 2 Comments »
