This post is the final post in our 3-part series discussing the importance of focusing your website on your clients. This article will touch on some content basics for two very different types of website genres: an alternative music band website and a company that sells bedding.
Content is why users are on your website. You may have a nice looking site that is well laid out, but if there is no substance, users have no reason to stay on, or return to your website.
Your content should help new users decide if your product is the right choice for them. Many consumers turn to the web to research products and services before purchasing. They are not looking for an interruptive, hard-sell advertisement. Users just want more information on the product, great customer service if they have questions, and an easy and secure way to buy once they have decided to purchase.
Content should also keep users returning to your site through items such as: frequent informational blog posts, helpful applications, community interaction, customization, customer service, new products, sales, etc.
Band Website:
- Content should celebrate the fans and the music.
- It should continue with the above mentioned feeling of entertainment and intimacy with the band.
- The website could bring in the fan feed from Facebook and MySpace followers and give fans a place to interact with each other based around their common love for the band.
- The website could provide music and personal videos of the band, music audio, band photos, touring stories, and Twitter feeds from individual band members that show their personalities and passions.
- Of course, there should be the ability to buy music and see any tour dates.
Bedding Website:
- Un-regulated customer generated reviews of the products. Users like to read what other buyers think of the product they purchased, not just what the selling company claims about the product. Do not filter out bad customer reviews, but answer to them with product guarantees and excellent customer service. Users feel more comfortable buying from companies that show they will stand behind their product and care about their customers.
- Following the design focus of creating the feeling of comfort and beauty, the website content should contain quality product photos.
- The website should show color options.
- It is a good idea to have a zoom feature to show the quality of the fabric as best as a photo can.
- Every product should have a detailed description including materials used to make the product and the benefits of the product.
- Purchasing should be secure and not too time intensive.
Your web designer can help you decide what design and content will work best on your website by asking the right questions and reviewing your audience, product and goals. Just remember to remove your personal likes from the website creation process and focus on your customers.
Contact Bigfork Web to get started on your website or redesign.
Blue Wagon Website Example
Pretend that you are a company that sells blue wagons for kids. Obviously, you love the color blue and want that to reflect in your website branding. Maybe you think blue looks super classy with a black background and you inform your designer of your color requests. You want potential customers to know how awesome your company is and what a great product you have, so you make the focus of your website posts about awards you have won and company provided promotional copy about Blue Wagon, LLC.
This may be the final outcome of fulfilling your own company-focused preferences:
This may be an appealing website to you, but what about your customers? In general, the target audience for a toy blue wagon website would be kids and parents. Look around at other successful toy websites. They have the same audience as you do, but most have bright colors, simple text and focus on the customer. Instead of promoting themselves, they promote a community of users who are interested in their product/niche market.
Obviously you do not want to copy another website, but you certainly should research what is working for your competitors and use that knowledge to your advantage.
Here is a better customer-focused option:
This design may not have the look and content that you personally wanted, but is totally devoted to the customer.
- It has an application that allows customers to customize their order.
- There is live customer service if the customer has any questions about the product or ordering.
- There is a sense of community with un-regulated customer reviews.
- The colors are bright, there is eye flow, and the design is simple, allowing the product to be the focus.
- There is a clear call to action for customers.