It is important to think about your customer's journey through your website.
I have a fun little exercise for you.
Think of your ideal customer. Form a picture of them in your mind. Who are they? How do they think? What appeals to them?
Imagine you’re that customer. Picture a problem that the customer has. This will be a problem that the products or services you offer have been created to solve.
Now, go to your website as that customer.
The first thing you see is how a new customer experiences your brand. Since first impressions are everything, you want to engage them immediately right?
When you start to empathize with your customer, you connect more with what they need.
Let's go through some of the most important features your website needs to turn a first time visitor into a customer.
It’s vital that your visitor doesn’t feel lost on your website. If your menu is tucked away, they’re not going to stick around for long. If it takes too many clicks to find your products or services, that’s going to turn them away. If there is no clear call to action in plain view, they’re unlikely to look for one.
Even if the navigation is complex, you can group the navigation items to make finding what you need more easily. For example, for the Auckland Catholic Website (see our non-profit portfolio), we were able to create a menu that is grouped by categories for sub-menu items to enable easy navigation in a large and complex website.)
Can your visitor easily navigate through your website?
Walkthrough your own website as a potential customer and count how many clicks it takes for them to get to the solution they want. It should be 3 clicks or less.
People have a habit of skimming when they first read content online. The first thing your visitor will do is scroll down, picking out bits of information, before returning to read in full.
Try to read the way a first-time visitor would. Put yourself in their shoes. Scroll down through the content and see what jumps out at you. At a glance, does the content immediately address your problem? Are there engaging titles in place? Is the content speaking to you rather than at you? Is the language appealing? Is it inviting you to read on?
Call To Action
Every page on your website should have a clear call to action, also known as a CTA. This is the one action that you want your visitor to take when they’re on the page. Your homepage is no exception!
Looking at your homepage, is there one clear action that you’re asking the visitor to take? This could be to go to a Services page, a Product page, or perhaps you want them to request a quote.
For example, on the homepage of this website, there is a clear call to action: request a discovery call and for those not ready to take that step, an invitation to look at our case studies.
If you don’t have a clear call to action, then it’s time to decide what you want your visitor to do. Each page on your website should have a purpose and a call to action.
Are you ready to walk in your customers’ shoes? Let me know what you find.