Whenever I first talk to a potential client, the main things I want to know are: who is your customer? And how will they use your site?
I always ask these questions first, because it’s important that we develop a website that your customers are going to be able to use. Because if your customers don’t like your website, then they may not become your customer. And that’s kind of the whole point of having a website.
I recommend that anyone looking to have a website built think about how their customers would use the website, rather than what they like on a website. Ultimately, we like to develop something that both you and your customers will love. But it’s more important to meet the needs of the customer.
What does this mean for you? Well, different people use websites differently, and your website may have different needs depending on who your customer is.
For example, if your target audience is older, then you might consider font size. It’ll be harder for older people to read small text. Or white text on black? Forget about it. Or even gray text can be problematic. If people can’t read what’s on your website, they are going to leave. And they won’t call you.
Is your website targeting millennials? Then it needs to be mobile-friendly. And furthermore, if your goal is to get people to call you, then you need that phone number added to the website and it needs to be clickable on a smart phone. Nobody wants to look at a website in Safari, then click over to the keypad and try to remember that phone number. Make it simple. Click to dial.
Are you targeting parents? Then this brings up a host of things to think about. Parents are busy and in a hurry, so your site needs to be simple and easy to navigate.
Are you selling products? Then you need to figure out why someone should by from you instead of your competition or more specifically, why should they buy from you instead of Amazon when there’s free two-day shipping?
Do you want your clients to make an appointment? Then offer online appointment scheduling! If your competition isn’t offering this yet, be the first. If they aren’t doing it yet, they will be soon.
Think like your customer and plan your website to meet their needs. It’ll make a huge difference in your bottom line.
Amy Masson
Amy is the co-owner, developer, and website strategist for Sumy Designs. She's been making websites with WordPress since 2006 and is passionate about making sure websites are as functional as they are beautiful.