I was recently reviewing corporate FMCG / CPG websites and what a shock I got! These are organisations with the consumer in their name, so they should be consumer-centric, right? Well yes of course! However, very few of them seem to have taken the consumer’s perspective when creating their websites and even fewer delighted me sufficiently to make me want to return to their website, at least any time soon!
From what I have seen so far, it appears that most organisations build their websites to share information with their customers. However it is the information THEY want to share, not the information the customer might want to have. So I thought about what would be important from a customer’s perspective. Here is my list, but please share your own ideas or additions:
The 7 things that MUST be on your website
- A clear structure that is intuitive – but still include a sitemap for those that need help
- Contact links or details on the home page, including telephone numbers, email, postal and street addresses and social media account links; it is why many of your customers will go there in the first place.
- A list of your products, brands and services offered, with details of ingredients, limits to usage or distribution where relevant
- An About section showing the company details, including its management, geographical areas covered, mission, values, strategy and culture and latest news, both for investors and customers
- Valuable content from the customers perspective, which is regularly updated and has cross-browser compatibility with web-friendly images. Since videos are one of the most popular elements researched on the web, it is a good idea to include them, as well as your latest TVC advertising, people love to watch and comment on them.
- A FAQ section with the most often asked information, which should be constantly updated as customers connect
- Utilities such as search, sign-up, subscribe and RSS feed for them, tracking and statistical analysis for you
A good example for inspiration
One of the better ones I recently came across, and which is also a lot of fun to interact with, is the corporate site of Reckitt Benckiser. It really interested and engaged me for quite some time and in many different areas. For example, instead of the usual list of its brands and their logos, it shows what it calls its Powerbrand line-up displayed on a retail shelf or in the rooms of a virtual home (I admit the supermarket bell irritated me somewhat but you can turn it off). You then click on the picture of the product to get more information on it, including its latest advertising.
This way of inviting interaction actually made me want to click on all the brands to find out more about them. There are also interactive demonstrations of the corporate world, through games and challenges, that further appeal not only to their consumers but also their employees, past, present or potential.
Take a look at their site – it’s linked to their name above – and then compare it to your own corporate website. Which would you like to spend time on? Is your site a corporate or customer-centric one?
If you have any other great examples of customer-centric websites please share them below in the comments and say why you chose it. Thanks.
For more on connecting to customers check out the numerous other blog posts on the topic: https://www.c3centricity.com/blog/