Too often, companies do not design their website for their customers. Instead, most companies take an egocentric approach to website design, and spend most of their time talking about themselves and their products, rather than serving the needs of their customers.
If a business's website does not serve its prospects and customers, then it is not serving the business either.
The best way to create a consumer-focused website is by first figuring out who the business's most profitable customers are and target that niche audience. The smaller the business's market, the more profitable it will be.
Next the business must understand its customers' needs and motivations and cater to those needs through the content of the business website.
Customers are typically not visiting a business website to kill time. They are there to solve a problem, find a specific product or hire someone to perform a specific service.
A website's home page is not the cover a best-selling novel. If it is static, devoid of useful, clear and concise information, it will spell failure for the website.
A business's website home page should clearly communicate what the company has to offer. Businesses should focus on their customers' needs and guide them through the website toward the information that can best help them.
Last but not least, business websites should be an educational tool for visitors.
A business should complement its product and service information with valuable educational content that helps customers to make more informed decisions through 'how-to' articles, best practices guides, training videos and other educational content. This type of content can turn a website into a resource center that customers will visit regularly, because it is so helpful.
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