From a Good to a Great Website: 9 Ways to Engage More Successfully

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What makes a great website?

What makes a website great for your customers?

What makes a website great for your potential customers?

The answers to these questions will help you to publish a successful website. One that encourages current and potential customers to both see and engage with your content. And hopefully buy your products and services too!

I published a post on this topic years ago, which included the seven things that must be on your website. It is “The 7 essentials of Customer Centric Websites.” and still makes a useful (and short) read, even today.

One of the major changes since then, is that today, with mobile more likely to be the screen of reference, we have gone from a “no scroll” to a “must-scroll” format. Words have given way to more images and now also to videos. We have gone from information to entertainment, from push to pull, and from “ours” to “theirs.”

The  “Top nine attributes of effective websites” is a post published by Craig Reardon on  smartcompany.com.au. It explains what makes a good website for small businesses. I found it to be a great starting point for my topic for any sized business, so I would encourage you to check it out as well.

Still, I do have a couple of criticisms about the post – sorry Craig. It starts with technology and also includes company rather than customer priorities. But you, fellow customer centricity champions, know that everything should start with the customer! So I’d like to build on both his post and my earlier one, to lay out what it takes to win online these days.

 

9 Essentials of a Customer Centric Website

Checking a website is often the first step a customer makes when they are interested in a brand or manufacturer. Therefore we should ensure that ours responds to their needs, whatever the reason for their visit. I have chosen the nine essential elements of a customer centric website below.

Please let me know what you think, by adding a comment below.

 

1. It’s for the customer, not (just) you

Although your website is about you and your company and/or brands, it is your customers, both current and potential, that need to like it.

Therefore, start by thinking about for whom you are developing the site and what their desires and needs are. Use our  4W™ template to ensure you go as deep as possible in your understanding of them. I also suggest you read “12 things you need to know about your target customers for more on what you should know in order to understand them and be able to describe them in depth.

 

2. An intuitive structure

We don’t have time to read, let alone learn how to navigate a website. Customers will leave if they can’t immediately find what they are looking for. Continue Reading

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