What is the purpose of your website and what do you want to communicate to your customers?
How you present your information and what your content looks like depends very much upon the purpose of your website and the customers you want to reach.
Very often you will want to appeal to a range of customers, your current customer base, and new ones. How you present this information to appeal to a cross section is important.
When you first create a site, you may have grand plans and you want to share your information about your product and services. It is very exciting to be starting out but even existing websites need re-evaluating to ensure it is as productive and as optimized for meeting your customers on your web pages.
But what exactly are you presenting?
- Are you an ecommerce site? What product do you have to sell?
- Do you provide a service? Are you prepared to explain your services?
- If you are new to a website you will have information from the early stages of your product or service
- If you have been around a while you will still need introductory information as well as topics that provide advanced information to your customers.
Focus on these points:
- Determine your business priorities
- Have a clear understanding of who your customers are
- Decide on the purpose of your website pages
Your plan for your website should reflect the answers. And if someone else is doing your website, you want to be sure they are asking questions to provide the right information and approach for your website.
You want to build and tell a story about you and your company that defines your goals and communicates with your customers.
Determining Business Priorities for Your Website
What do you need to think of when determining business priorities for your website?
- You may be interested in sharing case studies to tell customer stories about their experience with your product or service
- Perhaps your product has many facets and you want to share how-to information to help enable a positive customer experience
- Your product may be new to the market and requires some explanation to introduce and broaden the customer knowledge about your product
While it may be tempting to look at building your brand, it may be best to focus on the product or service and introduce the branding as you build and expand your website.
Knowing Your Customers
You will know your customer base and what it is that they want from your product or service.
It is always good to review and reaffirm your customer profile and where you should concentrate your marketing and information efforts for your website content.
- What industry are you focused on
- What pain points do your customers or clients experience that your product or service can help with
- What budget concerns do your customers have that you will want to address
- Consider a survey for your customers to help understand their needs
Understanding your customer base is a first step in determining what content you will need for your website.
Use information effectively to encourage visitors and optimize your website and to ensure your customers are kept current and are provided with the right information.
If you would like to discuss your website goals contact me at [email protected]