How to Audit Your Site to Make Sure It’s Really Built for Visitors, Not YOU

As a business owner, your business is probably on your mind most often. This should be. But the way you design your website should reflect your readers, customers, and clients. As hard as it can be to let go of your personal tastes, that’s exactly what you need to do to better serve customers.

Let’s be honest; how often do you do Actually look at your website? Probably when something is broken or just when you deploy it, but not much more.

I’ve had more business owners than I can count who have wanted me to fix their site…but have no idea how long the problem lasted. It can be a months-old problem that they just weren’t aware of until someone brought it to their attention, or worse, they don’t even realize there’s a problem. because nobody talked about it. They just went somewhere else.

Potential customers or customers want to do business with professionals. When they visit a flawed website, they don’t see you as a serious business owner, but as someone who doesn’t even care enough to run a working site. It’s harsh, but it’s the truth. First impressions count. Your website is that impression, and it should appeal to everyone who visits it.

If you’re lucky enough to make a good first impression in person, you’ll be fine. But if not, say goodbye to all those potential customers and site visitors – they don’t have time to waste waiting for your website to load or refreshing the page to get what they want. need.

Don’t set it and forget it

You have so much going on with your business that your website just won’t be a priority for you. I understand. It’s like the guest room or the bathroom in your house. You set them up once with fancy towels and soaps, new pillows that aren’t very comfortable, and bedspreads that never change. It’s not exactly the best experience for your guests, the same goes for your website.

Did you design your guest bathroom without any input or consideration for your guests? If so, you may have done the same with your website, which means you are not meeting their needs. What do they need from you? What are they looking for on your site? Are you giving them a great experience? When you launch your website with no entry, then set it up and forget about it, you can also forget about new clients and clients.

What do your clients or customers expect from you?

“But I want a nice website that looks like a brochure!” understood everything the weather. I tell my clients that you can certainly build a website like a brochure in the sense that it’s a sales tool, but it has to have substance. Your website should be based on the needs of your visitors and it should be functional. You wouldn’t print a brochure with blurry photos or dozens of typos. Why launch a website that doesn’t perform as it should?

The wants and needs of your visitors

You can add all the bells and whistles to your website, but if they don’t serve your customers, who cares? Instead, start small. hubspot provide a video:

  1. Adding video to your email marketing campaigns can increase click-through rates by 200-300%
  2. Embedding videos on your landing pages can increase conversion rates by 80%
  3. 90% of customers use product videos to help them make buying decisions
  4. 65% of customers are more likely to buy a product online after watching a video about it
  5. 59% of decision makers would rather watch a video than read articles or blog posts

With numbers like that, why would not you add the video?

Your customers tell you they want video, do it! Consumers also share interesting insights into what they want and need, and how they respond when those needs aren’t met:

  1. 57% of people won’t recommend a business with a poorly designed website on mobile
  2. com revenue skyrocketed 35% when they listened to their community by integrating suggestions into the redesign of their homepage
  3. 88% of online customers will not return to websites that are difficult to use and provide poor user experience
  4. 85% UX issues can be resolved by leveraging a usability test on a group of just seven users
  5. Visitors judge a website credibility based on its aesthetic, concluding in 3.42 seconds
  6. 81% of website visitors think less of a brand if the website is outdated
  7. First impressions are 94% related to design
  8. 75% of consumers admit to making judgments about a company’s credibility based on website design

Are you focusing on the right things?

Make arbitrary decisions about your website to meet what you think customers want does no good for you or your customers. Have you been obsessing over what colors to use on your site? Or what should your logo look like based on trends? Instead, focus on how to effectively market your business to your customers based on their needs.

It’s easy to focus on your business. You may have built it from scratch and attached your design, name or logo. And damn it, you might even have seen a lot of success. Cheer! But remember, you don’t want to set it and forget it. If you’ve hit a plateau or are spending too much on marketing, you might want to consider revamping your company’s image.

How can I get there?

Everyone needs help, yes, even you. Work with someone who can create an exceptional customer experience that isn’t dictated by your specific tastes and preferences. They can help you create a website that helps them understand your business and what it would be like to work with you. You create that welcoming and cozy guest bedroom – that first impression – online.

Understand what potential visitors, customers, or customers are looking for when they visit your site. Once you figure that out, work with a creative team to bring your business to life. You are here to tell them everything you know about your customers and their wants and desires. You are not here to micromanage them and end up with a website that caters to you and you alone. Remember that.

A note to creatives

You create stunning websites, designs, content and more for your clients. But with your wallet, everything seems to fall apart. Clients want to see your work and your professionalism. You may be very artistic, but do your customers understand what that means? Or are they looking at your portfolio and wondering exactly what you do?

Make it easy for potential customers to understand what you do, how to work with you, and how you will meet their needs. Remember, as much as your customers can achieve their own success, so can you. Be clear, be professional, and showcase all you can do…for your clients.

Amanda J. Marsh