We've previously discussed Knowing Your Online Customer, so let’s now look at how to speak to the target market you’ve identified. You’ve brought your customer to your site,
The Obvious. It’s not an insult – it’s a reality – many companies miss the obvious. What is the goal of your website? Do you address that goal on your home page or is it buried six clicks deep? If your goal is to sell shoes on your website, show three pairs of shoes, articles about how to fit in your shoes and more. Your customer should never have to stop and think about why they came to your website.
Ease-of-Navigation. If a customer cannot find what they are looking for, they will leave. Usability of your navigation is critical. You may use your website on a regular basis, and know where everything is. A user that has never visited your site may struggle to find something that you think is obvious. Be sure to thoroughly review your navigation when creating a new website.
Professional Design. A poor-looking website is a reflection of your company. Websites have become a critical element in marketing strategy. Content aside, if your website looks like a fourth grader did it, consider an update.
Tone & Clarity of Content. Your web content should be written to address your target market. Tone and clarity play an important role in reaching a user. If your shoes are rugged work boots, the tone should reflect the audience; if you are selling high heels, your tone would be different. This specific tone should be used throughout clear, specific content. Ninth grade English class told us to create a topic sentence for our paragraph and elaborate with supporting data. This technique provides clarity of your idea. Also, avoid jargon, unless you are confident that your target market will understand it.
Degree of Information. The web is a vast resource of information. Does your site provide information to support your sale or service? Are your customers looking elsewhere for the information they need? When promoting services online, use real world examples and testimonials in your descriptions. Half of your website users cannot comprehend what a strategic marketing plan is and why they need it, but they know they need marketing help. Using examples will provide information as to the application of a service. When promoting products online, provide technical information, pricing, and as much product information needed to educate the customer about the item they are purchasing.
The best investment you can give your existing or new site is time. Take the time to thoroughly read and/or write the content for your site and assess your design. Share it with a group consisting of individuals in various positions and customers before launch. Ensure that your design is professional, your navigation is easy-to-use, and your content is clear. This investment will speak volumes to customers.
A content management system makes it easy to update your content and speak to your customer. To further discuss the art of speaking to your online customer and your web presence, contact Chad Allan Consulting.