Web Customers: The 3.5 Things They Want
Can you name the 3.5 thinks your web customers want? Have you strategically designed your web site to give it to them? Here are the three things your customers want:
1. Trust. If your user doesn’t know you from Adam, then they’re looking for something to establish some level of trust. Whether it’s a client list, your 50 years of experience or a highly professional design, they want to know that they can trust you. Hint: Trust can and should be built from many facets. Of the examples above, communicating all three would be helpful in this regard.
2. Value. It’s called the law of reciprocity. Your web prospect is looking for some value before they contact you. Give them some important content (in the form of a blog, newsletter, webinar, white paper, power point presentation, etc.) that is, well, valuable. Don’t just ask them to “contact us.” Give them something first, so they’re compelled to contact you.
3. Solutions. Your prospect is visiting your web site because they either have a problem or a perceived problem. They want you to solve that problem! But unfortunately, they couldn’t find any hint to a solution on your web site. Identify what problems your company can solve, and then build your web site and content around those solutions. You’ll find a higher response rate if you do so.
And the last 1/2 your customers want:
3.5 Personality. They want to do business with a company they like. Not some sterile, clean, professional no-name, stand-for-nothing, boring company. They want a company with a personality. Panache. Attitude. Something other than corporate. Think Starbucks, Nike, Apple. Inject your personality into your web site and you’ll start doing business with people who like you!
Bottomline: Customers want 3.5 things: They’ve gotta trust you. They want some sort of value upfront. They need to know you can provide the solution and lastly…they’ve gotta like you. How’s your web site doing?
Image Credit: http://flickr.com/photos/webchicken/1352009526/