Web site - Grabbing attention
Thursday, April 17th, 2008We all need a website, right? However what is the typical web experience?
I came across a great article on Marketing profs discussing designing a website to put the customer in charge of the experience. Well, that sounds obvious doesn’t it? As a surfer or a prospect it would seem logical that you are in control of what you do and where you go. However is that really the case?
How often do websites suffer from the same problem that afflicts many of us when we are selling or marketing face to face - namely: too much telling. In the web context this is about a home page that is all “About Us” or “our services” or even the better, but still self serving, “Things our customes say about us”.
How about me? What are my issues as a prospect? Buried in the message somewhere may be what you can do for me specifically. How you help my pain, but I am not honestly going to bother to search for it.
You can see the marketing prof article here which talks about some of the more technical ways to design a customer friendly website. In my view the initial impact must be about the customer and their experiences directly - telling customer stories (generic if you don’t want to be specific) is a great place to start. The source of these? Yes! Your most satisfied customers.