Picture your website as the virtual gateway to your business, much like a digital storefront. It’s the preliminary stop where potential visitors engage in online window shopping, contemplating whether to delve further into what you offer. To inspire that crucial step inside, it’s essential to provide precisely what they seek. However, this task is no walk in the park. Here, we unveil five indispensable website elements your customers desire, and we’ll delve into why fulfilling these expectations is a game-changer:
1. They want to know who you are – in an interesting, compelling, and honest way.
But you might wonder, why does this matter? The answer is both simple and profound: people crave human connections. This fundamental desire underlines the importance of an ‘About’ page on your website. However, it’s not just about having one—it’s about crafting it in a way that captivates your readers.
Harness the power of storytelling to unveil your identity and the genesis of your business. Invite your audience into your world, offering glimpses into the inner workings of your products or services. Share your journey authentically—reveal who you are, why they should care, and do so with honesty.
Every business owner possesses a unique narrative, a journey that led them to where they stand today. Your role is to narrate it in a way that forges a genuine connection with potential customers. By humanizing your brand and allowing them to relate, you build trust and loyalty, transforming casual visitors into loyal patrons.
2. They want to find out what you offer, quickly.
The home page stands as the paramount hub of your website, bearing the crucial responsibility of presenting a concise yet compelling snapshot of your business and its value to potential customers. This initial impression can make or break user engagement.
By strategically incorporating a clear call-to-action (CTA) button alongside this introductory text, you expedite the visitor’s journey toward the specific product or service details they seek. This streamlined approach caters to their immediate needs, enhancing their overall experience.
In today’s fast-paced digital landscape, patience is in short supply. If visitors encounter difficulty in finding what they desire, they’re apt to swiftly navigate away, seeking a more intuitive and responsive website elsewhere. It’s vital to acknowledge and cater to these abbreviated attention spans by providingseamless access to pertinent information, ensuring that your website remains a destination of choice for inquisitive visitors.
3. They want to know how to contact you.
An indispensable component of your website is the contact page, offering various means of communication to cater to diverse customer needs. Here, you should provide an email address and/or a user-friendly form for those seeking information and inquiries. Additionally, including a readily available phone number caters to immediate needs, ensuring prompt assistance.
Notably, displaying your physical address enhances your credibility. It distinguishes your business from seemingly virtual entities, assuring potential customers that you have a tangible presence. This transparency fosters trust and conveys a sense of reliability. Visitors are assured that, if the need arises, they can physically engage with your business, offering an added layer of assurance and accessibility.
In an increasingly digital world, establishing this bridge between the online and physical realms can significantly influence a potential customer’s decision to engage with your services.
4: They want to know if you are legitimate.
Testimonials, client lists, case studies, awards – the list goes on. Provide things that show your potential customers that you know what you’re doing, and you have the content to prove it. Create a testimonials slider at the bottom of the home page, stick that Trip Advisor sticker somewhere visible, or offer a selection of work you’ve done for other clients. If you show people that you’ve proven yourself in your field, they’re more likely to trust that you can provide what they need as well.
5. They want you to guide them through to conversion.
Calls-to-action (CTAs) serve as beacons guiding potential customers along their journey. These can be in the form of buttons, signs, or text, all with the common purpose of providing clarity on the next steps.
For instance, a CTA like ‘Let’s talk’ directs them to a contact form for appointment scheduling. ‘Buy now’ effortlessly leads them to your e-commerce portal, facilitating purchases. ‘Click for more’ unlocks additional insights about locating your physical storefront.
The choice of CTA verbiage is pivotal; it must inspire action and align with the desired conversion outcome. Much like the strategically placed CTA you’ll find on the right-hand side, these prompts aim to smoothly guide potential customers toward engagement, ensuring a seamless journey from visitor to conversion.
These five necessary website elements are only some of the things customers want, but they’re the most important.