Blog

November 16, 2011

As exciting as a new website can be, this one in particular is special to us because it symbolizes the purpose that today’s websites should serve. At times, this was a struggle for me as I continue to break some of the old paradigms of traditional business. Luckily, I have been paired with a millennial partner that emboldens me to continuously question the status quo with the confidence that it has already changed in the mind of the consumer. Websites need to be a true connection point between the consumer and the company with a focus on serving the consumer. This means not serving them by simply supplying products and services but by supplying a customer centric experience. As we went through version after version of our website to figure out how to accomplish this, it led us to a string of questions we believe effect today’s consumers ability to make a buying decision. The following is a breakdown of these questions that I hope will spur a discussion on your next website or website revision:

Why you? Why should I care? In an environment saturated with competitors, consumers are looking for a reason to purchase from you. Why you do what you do is a key factor in today’s buying decision. Are you just listing a glorified resume under your “about us” tab or are you giving them a reason to do business with you?

Who are you? No really! This does not mean to go on and on about your three offices, thirty employees and past accomplishments. This is not the time for a resume but instead a time to let them really know what you believe, care about and are interested in. Today’s consumers know that it’s harder to embellish on the real you versus a laundry list of “impressive statistics.” Do your consumers feel like they can really connect with you?

What experience can I expect to have? The promise of most company’s websites do not match the experience, turning today’s consumer into total skeptics. Instead, provide some validity, whether it’s as subtle as the logos of the companies you’ve worked with, written endorsements or video clips of satisfied consumers. This is not the time to brag about how awesome you are. Your consumers should do this for you. Do your consumers feel confident you can deliver?

Are you talking to me? The majority of company websites talk at their consumers, not to them, spewing a string of technical self-centered information that isn’t relevant to them. You can have the most beautiful website in your industry but if the message does not resonate with your consumer the click off rate will be astronomical, defeating the purpose of having a website. The better you know who you serve and how you serve them, the more effective your website message will be in converting the browsing consumer into a customer. Do you know how to talk to your consumer?

How do you give back? In an environment that promotes greed as the driving force behind capitalism, today’s consumer wants to know what other motives you have for being in business? Do you support a cause, have a movement or feel you’re fulfilling a purpose? This could be as simple as having a “green” company or as complex as creating a movement to empower others. Today’s consumer looks to this as a test of your character. Do your consumers feel you fulfill a larger role?

Do you know what you’re talking about? Today’s consumers thirst for relevant information in a timely manner from good sources. This explains the popularity of blogs. More than just a soapbox, blogs have become a place to showcase your expertise in various mediums that provide your consumer with the information they desire. This is a way to earn their trust while becoming the resource your consumers desire. Are you the resource your consumer has been looking for?

Are you listening? Today’s consumer demands to be heard and wants to have a dialog with the companies they care about; hence the rise and main stream adoption of social media. The easier you make it for your consumer to connect with you, the more they will want to stay connected. Do you make it easy for your consumers to connect with you?

How do I buy? No really, where’s the button? I am always amazed at how difficult some companies make it for consumers to make a purchase. Today’s consumer is smart and wants to make a balanced decision between the emotion and logic of their situation. They want access to as much relevant information on each product/service as possible, yet the access to easily buy it when they are ready. The other day, I was looking at a cable I needed for my laptop and had to click four pages deep to get the specs on the product. After confirming it was what I needed, I couldn’t find the buy button. Needless to say, by the time I got back to the main product page and found the buy button, I had already made up my mind I wasn’t going to purchase from this website again. How easy is your buying process?

I hope these revelations help you to maximize the impact of your website, as I know it has ours. Today’s consumer demands a better experience. It’s up to us to give it to them. I want to take this opportunity to thank you for visiting our website and encourage you to take off your shoes, kick back and make yourself at home.