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How to Design a Website That's Intuitive to Visitors
Your website may look welcoming and have a peppy, friendly tone, but does it help your customers find the information they need most?
Many business websites are aesthetically pleasing, but lack the necessary functions to assist their target audience. For example, on many restaurant websites finding the right menu is harder than it should be — and hungry customers looking for dinner options may just give up and move on.
How to Improve Your Design So Your Site Is More Helpful
Speed and ease of use are key considerations for designing a website that answers your customers' questions.
Here are five steps towards making the lives of your customers easier:
- Identify the top three reasons a customer would visit your website, beyond just gathering information about your business. If you run a hardware store those reasons may include key cutting, lock replacement and drywall screws for hanging items like shelves and pictures. Check your site analytics to see what keywords visitors to your site use to understand what those top three needs are for your audience.
- Build landing pages dedicated to solving these top problems and make it really easy to figure out for customers how you will fix their problems.
- Use top keywords in the URLs of your landing pages (e.g., Chicagohardwarestore.info/LockReplacement or Lockreplacement.chicagohardwarestore.info). Also consider creating a dedicated domain with these top keywords (e.g., ChicagoLockReplacement.pro) to help your small business appear at the top of organic and paid search results. Not only will you increase the chance of generating more traffic — directing customers to where specific needs are served — it will also make it really clear to visitors what page they're on and what they can expect to find.
- List relevant products along with pertinent information such as size and price. Make it as simple as possible to purchase the products by having 'Buy Now' or 'Add to Cart' buttons prominently displayed on the page. Also make sure the online carts automatically update so that when your customer goes to check out, all of the desired purchases are in their basket.
- Make it easy to find related how-to articles and tutorial videos that show your customers how to complete their task. Whether these are articles written by your company or are simply YouTube videos you find helpful, add them to a resource section on your landing page. That will be especially welcome when customers are in a stressful situation — for example, when they need to have a lock replaced. Explain the steps for ensuring the replacement goes smoothly, as well as recommendations for professionals if the customer is uncomfortable installing the locks.
To Everything, There Is a Season
Another way to anticipate your customers' needs is to update your homepage's content seasonally. Depending on the season, your customers will seek out different things from your business. Ensure they find what they're looking for quickly by placing buttons and clickable images on your homepage that take them to seasonal landing pages.
For restaurants, this could mean placing the catering menu and special events offerings front and center on the homepage during the holiday season.
What are some of the seasonal needs your small business should anticipate? Create a calendar of key events and reminders, so your customers can easily find the most useful content at any time of the year.
Remember Why You Built That Website!
You created a website not just to promote your small business but to help your customers. Right?
By designing your website so that it answer questions, provides useful information, and allows customers to easily make purchases, you'll build a brand that is considered trustworthy and conscientious.
Your customers — and your bottom line — will thank you!