Websites and your business goals

It may sound obvious, but it’s true: your website needs to meet
your business’s needs and the needs of your visitors. We’ll walk through
how to think like a customer and design your website accordingly, all without losing sight
of your own goals. Here’s small business owner,
Rachel, to show us how. The website’s evolved hugely
since it first went live, and it’s very, very different
from the first version, as you might expect. When I first started, we focused
the business solely on gift cupcakes. I had no idea that this option
would be available for corporate cupcakes. I remember the first inquiry we had
for a logo printed on a cupcake. We got that job and that went really well. I really saw an opportunity that we could tap into this whole kind
of corporate marketing budget. So then essentially, we devoted
a section of our website to showcase all the corporate work we do, and today it makes up
a majority of our business. So, you’re starting to design a website. As you do this, keep your goals in mind, but also consider what your visitors
are actually looking for. Marrying what you want people
to do on your site, and what they want to do on your site is a secret to success. Here’s an example. Think of the last time
you went to a website looking for a phone number. Maybe you just wanted to ring the shop to ask them a question
or even get directions. Was that number easy to find? If you’re a business, you should aim
to put your phone number in a very visible location
on every page of your site, maybe even highlighting it. You might even consider adding some text
encouraging visitors to call now, and make your Contact page easy to find in case it’s the first place
they get to on your site. Also, it’s a good idea
to allow mobile users viewing your site to call you in literally just one click. So, back to our local bakery. Let’s say you want more locals
to visit your shop. Meanwhile, your customers
want to know how to find you when they’re craving some fresh baguettes. Including maps on your website
along with specific directions can make you both very happy. What else might visitors
be looking for on your website? It could be prices? Special offers? Maybe certifications to show that you’re qualified
to provide a service? By making sure all of these things
are easily available, you’ll match your business goals
with your visitors’ needs. And if you’re interested
in learning how to measure what you visitors are doing
on your website. check out our other videos
on analytics too. Now, let’s talk about content,
or actually, the words on your pages. The words you use should be
much more than just a sales pitch. In most cases, you want
to avoid technical jargon and chest-beating about how great you are. Instead, try to explain that you can meet
the needs of your customer or solve a problem they have. By framing it in terms of what
you can do to help visitors, your content will be much more engaging,
and not to mention, much more helpful. To achieve this, we write in a tone
that’s confident but not intimidating. Unless your audience
is made up of astrophysicists, explain concepts in everyday language. Tell a story to help connect
with your visitors. Things like testimonials,
or videos starring satisfied customers whose problem that you’ve solved, or letting people write reviews about products or services
directly on your site can really help too. Remember, every second counts. People won’t be on your website for long, and they may scan
words quickly, or not at all. But images, headlines,
and clear navigation can help them really find
what they’re looking for before they move on. Design and build your website
with your business goals and your visitors’ desires in mind. It will have a much better
chance of success.

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