Is your website helping your customers?
Professional copywriter tips:
You remember the washing machine broke last Monday. With the washing basket now positively overflowing, you can’t put it off any longer.
You grab the ipad and thumb the phrase “Hotpoint washing machine white” into Google.
At this stage, there are a few things you already know:
- You want to stick with Hotpoint – the fallen machine is the same brand and commendably lasted the best part of ten years
- You want it in white to tie in with the existing colour scheme of the kitchen
- Your coffee is running low and you’ll soon require a top up
In Google, a number of websites pop up. A local independent retailer’s website is near the top. You click on it, hoping to keep your hard-earned money in the local economy.
Before you’ve even clicked on this website, you have key questions in your mind. You already know:
- I want a Hotpoint
- I want it in white
- I need it to be this exact size to fit under the units
- I’m after economy wash feature to save some money on the bills
- Will they deliver / does delivery cost / how long will it take
- Do they offer an after sales and maintenance service
You arrive on the website. It looks a little old but, ok you say, I’ll give it a go because its local. You have questions 1,2,3,4,5,6 in your mind and start scouring the homepage and service/product pages in a bid to find answers to these questions.
This website is not forthcoming. It has failed to answer your questions. Dejected, you click ‘back’ and head to Currys’ website as at least you know it will answer your questions.
Besides, the day’s ticking on and that empty coffee cup still needs refilling.
From electrical appliances to your business website
As with the world of online electrical appliances, the same principles apply to your sector. People will always come to your website with questions in mind.
If you fail to answer them they will leave in search of greener pastures.
Understand your user
The only way you can truly satisfy your customers is by firstly getting to know them.
In doing so, you could consider creating a user persona – a sort of quick representation of your typical customer. From there, all design / content decisions can be made with a mind to this persona.
Understand the customer, their needs, concerns, doubts and questions then answer them.
Don’t hold back either. Fire off your answers quicker than a cowboy in a Mexican standoff. Bullet hole your target with answers and, when it comes to hiring, they will be inclined to contact you. Bang Bang.
- When writing web copy make sure its about your customers, not about you
- Don’t bore them with waffle, get to the point
- How well do you know your customers? How old are they? Where do they live? What keeps them awake at night? What are their hopes, desires and fears?
- Understand them and answer their questions
- Give them plenty of reasons to stay on your website and not the competitors