5 Content Questions to Consider before Designing a Website
5 Questions to Ask Before Designing a Website
If you’re a regular follower of C2C and our blogs, then by now you’re with us on this fact: Content. Is. King. For social media, and especially for webdesign.
Websites are now the main generator of business and brand impressions. The website is the new storefront. Just like any retail store, we need to be on point when creating content and experience on our websites. The right approach to planning a great website is to work backward from the end user. Our website needs to provide a pleasing consumer experience (UX). We need to be irresistible.
Five questions to ask when building a new or redesigned website.
How will we get people to our website? What strategies will we use to attract our target audience? Is it search engine optimization? Pay-per-click advertising? Blogging? Social media? PR? A combination? This step is critical, as it often answers many of the questions below.
Tip: Write down all of the possible ways people will visit our site and how much we spend per month for each. Now we guesstimate: how many acquisitions we have made from each?
Why will people be coming to our website? Why would people want to visit our site in the first place? If we consider this during the design and content creation process, it will make more sense at the end. The site will be consumer focused. We will be speaking in our prospect’s language, not necessarily ours.
Tip: Think deeply about why our customers choose to do business with us. Is it trust? Expertise? If we don’t know, then start asking former clients. Call them.
Who will be visiting our site? By now, we should know our visitor or our target audience. In other words, we have an idea of the consumer who will be interested in our products or service. Now it’s time to guide them through user experience. We are tasked with helping our visitor find a solution. In a few seconds of getting to our site, a visitor needs to know what to do next. Do they need to sign up? Should they click a link to learn more? Since we know our customer, it will be easy to decide what they need to do once they get to our site.
Tip: We should have our site laid out to direct visitors to wherever they need to go.
What do we want our visitors to do? Understanding why our prospects are visiting us will provide insight into what they want to do when they arrive. Do they need relief, help with a project? Should they pick up the phone and call, or email? Sign up for something? Our site should funnel them to relief. Today it’s all about a solution based experience. Our visitor needs to feel assured: if I complete this action, I will get answers.
Tip: Be clear and concise. Don’t make visitors work. To that end, add all relevant information to the landing page.
How do my visitors like to connect? Keep in mind, most people who visit our website will not become a customer. In fact, the average conversion rate on the Internet is around 1.5 – 3% percent. Most folks are kicking the tires, meaning only a few will be contacting us. However, they may want to keep in touch. Do they use email, Twitter, Facebook, LinkedIn, Google, RSS Feeds, or Snapchat? Make these available to connect with our business.
Tip: Engaging customers is essential. Do it quickly. Creating an experience and capturing some form of follow-up contact betters the odds of staying connected and will ultimately result in earned business.
Website speed, SEO and Social Media are all part of the mix, but they are not the base. Start with the foundation of being in business. Create content that tells WHY.
If you need help working through these questions, call us anytime. We’re happy to help!
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