Perceive Your Prospects To Construct The Good Small Enterprise Web site

Every small business thrives or fails depending on how it treats its customers. Keep an eye on their needs and you will build trust, increase resale and increase your sales. If you don’t understand your customer, you’re driving them into the arms of a competitor.

If you are building a small business website with one of the best website builders or small business website builders, you have a tremendous advantage in getting some insight into your customers.

We’ve already talked about the intent of creating a small business website and what it means when you create your website. It’s worth taking a closer look at customer intentions – so that you can design your website around your audience.

Let’s get into that.

The importance of seeing your small business website from your customers’ perspective

If you want to build a great, customer-centric small business website, you have to see things the way your customer does. That seems obvious – but it’s easily overlooked. When you are a business owner it is very easy to just see things by Her Perspective, based on Your business needs.

Leaving your own point of view and understanding the customer’s experience from their point of view can be a challenge. It is helpful to illustrate this with a few examples by contrasting a “business needs” strategy with the “customer needs” perspective:

  • “This product is great, check out all of its features!” (Business need) vs. “I have a specific problem and lack of time, will this product solve it?” (Customer need)
  • “This product is so easy to use, it’s self-explanatory” (business need) vs “I really need to contact customer service but it seems like a lot of hassle” (customer need)
  • “Our resource-intensive website looks amazing and loads quickly on this modern laptop” (business need) vs “My smartphone is five years old, why is this website taking so long to load?” (Customer needs)

All of these business views are rational and reasonable, but they lack something small that will make all the difference to your customer. It is this added quality that makes all the difference and helps your customers see your website as a trustworthy part of your corporate brand.

It helps to see all of this as part of the customer journey. Below we have listed a few examples that cover four key steps along the way:

  1. First arriving and visiting your website
  2. Navigate and find information on the website
  3. Build trust in your website and products that you sell
  4. Simply buy the products the customer wants

Although this customer journey assumes you are building an ecommerce website, you can easily apply the principles to any online presence.

The speed and easy access of your small business website

MacBook and iMac on the desk in the home office

The only thing likely to prevent your website from being successful is the inability to access it (Photo credit: Unsplash)

Nothing will stop a customer from using your small business website other than having no access to it at all.

Examples of Customer problems accessing your small business website

  • Using an old smartphone, tablet, or other device that can’t view your website
  • Have a disability such as poor eyesight, impaired manipulation, or similar issues that cause frustration while using your website
  • Poor mobile signal strength making media and resource intensive websites slow and difficult to use

Manufacturing Your small business website will be more accessible to customers

The easy way to navigate and find information on your small business website

Mac at a desk with website designs in an office

Make your website easy to navigate and navigate (Photo credit: Photo by Format by Pexels)

Part of attracting a customer is making sure it’s easy to move through your website to find the most relevant information.

Examples of customer problems browsing your website

  • Not knowing that important information is hidden deep in navigation menus or sub-pages
  • Difficulty understanding the industry jargon that obscures the features of your products and services and how they can help the customer
  • Reading content that is “business first” and promoting products instead of “customer first” and answering questions

Create accessible information and navigation for your customers

  • Identify all of your most important content and make sure it is no more than a click away from your home page or top navigation
  • Understand the level of knowledge of your average customer and explain functions and concepts in an easy-to-understand way
  • Create a site search facility so customers can easily look up information on your website
  • Focus the content on meeting customer needs, solving problems, and answering questions

A client’s confidence in the professionalism and approach of your small business website

Woman is typing on the laptop at the desk

Customer trust is essential when it comes to your website – the more professional it is, the more likely they are to trust you (Photo credit: Unsplash)

Customers want to feel like you understand them and that your products meet their needs. This is evident in the tone, style and expertise shown on your website.

Examples of customer problems that can damage trust or reliability

  • Identify issues with the security of your website, such as insufficient account protection or expired security certificates or credentials
  • Contents that are linked elsewhere cannot be found, but generate the error “404 – Page not found”
  • Having to read “spammy” looking website content that does not add value to the reader or has a lot of spelling or punctuation errors
  • Difficulty finding good pricing information or details on a particular product

building Confidence and Reliability with Your Small Business Website

  • Keep all of your security tickets and credentials updated, and provide account protection like multi-factor authentication
  • Conduct reviews and audits on your website to identify and correct poorly linked pages or other errors
  • Focus on helpful content written for customers, not search engines
  • Keep pricing and product information straightforward, simple, and consistent

The easy way to purchase products from your small business ecommerce website

Group of people sat together on a laptop

If products are easy to buy from your website, customers will be more likely to do so (Photo credit: Photo by John Schnobrich on Unsplash)

After all, you want your customers to buy from you. For an ecommerce website, this means making things as smooth and simple as possible.

Examples of customer problems that keep them from buying

  • Making it difficult to log in to or access a customer account
  • Not a wide range of payment features like payment methods, fair exchange rates, etc.
  • Problems accessing ecommerce options such as alternative products, delivery times, or customizations

Simplify how a customer can buy ecommerce products from your small business website

  • Offer multiple sign-in and sign-in options such as access to a Google or Facebook account or set cookies so that your website “remembers” customers between sessions.
  • Offer a range of built-in, trusted options for hassle-free payment
  • Develop other ecommerce options based on what your customers want and how they use your website

These are all starting points for optimizing your website according to the needs of your customers. Depending on your business focus, there are several good website building tools available from Shopify for an ecommerce-first approach to Wix for customization or Squarespace for beautiful, responsive design.

The right, customer-centric approach will help you make repeat purchases, improve your corporate brand, and gain customer trust.

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