One of our primary objectives when meeting with a new client is to help determine who their ideal customer is, and what that customer expects when they come to your Web site. Our clients often know “who” their customers are, but aren’t sure how exactly the customer may use their site.
There are several tools to help us identify how a site is being used, from a relatively simple review of their analytics, to more in depth research on click-activity, which can be overlaid on the site. We have also found customer, client and vendor surveys to be extremely helpful in identifying how a site is used and what your visitors want on the site.
Once you have done the research and identified your customers’ behaviors and needs, you can tailor the site to the broadest audience possible. Some sites need to reach a variety of people, from investors, to employees, to C-level executives. Others can be more focused, such as scientists, or designers. Knowing how each of these visitors uses your site will allow you to help optimize their experience.
OK… you know “who” your talking to, but what do they want?
For the most part, you will know what people are looking for based on who they are. Scientists and engineers typically want as much detailed information as possible. C-Level executives want to know quickly that your product or service will satisfy a need that they have. Investors want to know that you have your act together and that you can deliver on your promises.
Unless you are driving people to your Web site through other marketing efforts (which you should be doing), people are going to find you by searching online. In order to help with this, you should make your site a resource for people. Include informative information develop tools that will make someones life easier.
We have developed various calculators, image processing services, video streaming, product selection wizards, and several other “tools” wich bring additional value to our clients’ sites, therby making them more of a resource for their customers, helping to increase traffic, leads and brand loyalty.
So you’ve got great content and tools, what’s next?
Organize.
Make sure your site is easy to get around. Put things in logical locations and keep them consistent throughout the site. Don’t have one style of navigation in one section and something completely different in another section.
If you are targeting multiple audiences, consider creating sections or pages specifically for that group. We have found this technique to be successful for larger organizations like schools and colleges.
Maintain.
It is very important to keep your site up to date. When a visitor comes to your site and there is information from 8 months ago, they think “what have they been doing since then”. Consider keeping your site up to date with a regular PR effort, blog posts, or even automated feeds with industry information. Keep in mind though… if you can’t keep it up to date, don’t try to force it. You are better served having less information than having a lot of irrelevant information.
