| Marketing

Improve The Customer Experience With 5 Simple Fixes


Most website owners forget crucial aspect about their website…

Anyone who has gone to the mall during the holiday season can understand people are greedy. In the end they do not care about you, they care about themselves. This doesn’t have to be a bad thing.

The first thing to change on your website is the text (otherwise referred to as copywriting).

Fix #1: Your website is for your customers, not for you

Take some time to go through every page of your website, read every paragraph of text. Will you make it through every page? When was the last time you read all that stuff anyway?

The pattern on most business websites is “We do this. We have been in business for 15 years… We provide that… We help business that…”

Too much we and not enough you. You need to make the text conversational. Remove all instances of We & I and replace them with sentences that contain You. Talk to your customer. Tell them what they need. Sympathize with their frustrations and how they’ll feel after they buy from you.

It’s ok to have a few I’s and We’s in your text, but they should be few.

There’s much more to copywriting and is the subject of entire blogs and online courses…

Fix #2: Reduce the amount of stuff most people won’t read

Did you read through all the text on your site? Every last word? More than likely you didn’t. And you know who else isn’t going to read it all?

That’s right, the people that visit your website. The people that could be your next customer.

Too much text on your website will glossed over. At best they may read a headline and a sentence. On average only 16% of people will read an entire page of text. You’ve likely seen it already… how many people get outraged over articles on Facebook because they read only the headline. Only later to find out the article is satire.

  • Try to summarize your website content.
  • Keep it digestible. Short passages of text.
  • Use bullet points if you can (see what I did there?)

Fix #3: Genereic photos have no character

The trend in 2015 led to huge hero images on the front page of most websites. Some websites had an image slider with 5 stock photos and some text.

The problem with stock photos is they are a one-size-fits-all solution. These images don’t add value to your brand. And the chances your website visitor has already seen that image elsewhere is high. How do you stand out?

Hire a photographer. It’s not as expensive as you may think and the results will far outweigh any of the costs. You’ll have with photos of you or your staff, the office, your clients, etc.

It will humanize your efforts and make your website more personable. The photos will not only make you more memorable, but it’ll make you stand out from the competition. Something a stock photo can’t do.

Fix #4: Do not ignore the mobile revolution… we’ve barely scratched the surface in 2016

Another big trend the last few years has to do with that device in your pocket or your purse. In all actuality, you are more than likely holding it in your hands right now reading this.

Look around you at the people you see on a daily basis. I bet 90% of the people you see are staring at their phones. If that’s not an sign mobile experience is important, I’m not sure what is.

Take out your phone and check your website. You shouldn’t have to pinch and zoom to view any of the pages. A good mobile experience will increase your conversion rate, no matter what industry you’re in.

Fix #5: Analytics helps you understand your audience

Google Analytics is by far the most recognized and well known analytics platform available. It also doesn’t hurt that it’s free.

The catchy thing about it though, is you need to keep a close eye on the data. Having the analytics installed on your website is great and most people know they need to have it. But what most people fail to understand is, you don’t just set it and forget it.

Imagine you could know exactly what pages people are visiting on your website? The length of time they are spending on each page (are they reading the content?)

Google Analytics can show you the search terms people are using to find your site. Then, you can see best landing pages on your website and how people are interpreting your content. If more than 40% of people are leaving a page upon visiting (high bounce rate) it means they can’t find what they are looking for.

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