Is your website doing its job? People seem to think it’s important to put in their mission, vision, how long they’ve been in business, what products they carry etc.
One of the most important items you can have are FAQ’s (frequently asked questions). Spend just one day listening to the phone calls or emails you get, and you’ll know what questions are on the minds of your customers. Most people go to your site to learn something about your products or services answered. They are very basic things you don’t think about on a daily basis, but leave your customer in doubt as to whether to do business with you.
Often I’m directed by voice mail to go to the website, and the answer isn’t there. In all the emails I send companies, I either never get a return email or phone call, or it takes a very long time for a response. People want an instantaneous response. They also want a site that’s easy to navigate and use. If you want people to order from it, have a simply designed form and shopping cart, and have brief explanations that are easy to decipher as well. Have a phone number they can call for help and have people on the other end who know what they’re talking about. I cannot tell you how many times I do reach someone and they don’t have a clue to the answer I need.
You must decide what you want your site to do. Is it to sell or is it to inform? If it’s to inform, then have big headlines for each major point. Then list the explanation below. If it’s to sell, make sure it is simple.
People go to your site so they don’t have to talk to anyone and if things aren’t clear, it defeats their purpose. Remember in another issue, I suggested you buy from yourself. I also recommend you try your own website. You might find some surprises.