How does a visitor experience your website?
Walk through your site again with a visitor's eyes — four checks every business owner should do.
A website is part of your overall business and always a means to attract more customers, never an end in itself. Walk through your website with me once more through the eyes of a visitor.
Your website is easy to find and loads in no time on all devices
If your website isn't easy for me to find, I'll never see your offer and won't buy anything. Then you have a website, but it only costs you money and business is leaking away. So your website is completely optimised for all search engines. Once I find your website easily, I don't want to wait for minutes while it loads. One to two seconds is more than enough for me. Of course, I want to be able to read it on mobile, tablet, laptop and desktop without any hassle. I want the screen size and readability to adjust effortlessly. As a customer, I'm impatient and only give you a few seconds of my time.
Your website adds value for me as a customer
Can I see at a glance on your website what problem you solve for me as a customer? If I have to search for your value proposition, I'll leave immediately. And can you express that value proposition in a single sentence or do I have to read through a whole piece? Does your website inform and inspire me? Does reading or looking at it occasionally bring a smile to my face? Do I find such a great lead magnet there that I'm happy to leave my contact details with you? Does your website inform, inspire and engage in such a way that I'd pass the URL on to others or tell them about your lead magnet? Do I find regular new content where you share your knowledge with me? I learn a lot from you! It's also nice that you share this on your social media channels, so I don't have to keep visiting the website. And those reviews and examples from other customers really help me; it gives me peace of mind, just like knowing my privacy is secure.
Your website is built with respect for me as a customer
I appreciate not being bombarded with pop-ups and banners straight away! I understand you want to sell something, but I just want my needs to be met. I also like it when your website naturally guides the way. A simple menu that stays in place as I scroll down. Making it easy to find what I'm looking for. Being able to easily go back to a previous page. No garish colours being used. Being addressed in the right tone in the text. The fact that it's clear on every page what action you expect from me gives me peace of mind. Oh yes, and it's nice if the search function works well, as do all the buttons, forms and links on your website!
And then for youâ¦
What can you do on the back end of the website to make a (potential) customer appreciate a visit to your website even more?
Measurement is knowledge
Of course you use a programme like Google Analytics or Clicky (Yoast) to track exactly what visitors to your website find pleasant or less pleasant, so you can make continuous improvements. The more time a visitor spends on your website (dwell time), the better your Google ranking!
Strategy leads to conversion
Your marketing and sales funnel is the backbone of your business strategy and drives more conversion, including on your website. This makes your website not just a must have, but also profitable.
Security is key
You ensure that your website is secure and trustworthy for your visitors. You carry out regular updates, test all dynamic components on the website, keep viruses and hacks at bay, provide a proper privacy statement in line with GDPR and display seals and/or recommendations from authorities or other specialists on your site. Trust is lost faster than it's gained, so make sure you stay on top of this.
Content & lead magnets
Furthermore, you keep your website dynamic and actually provide value to your visitor by regularly publishing new content and new lead magnets. Be creative and original. If you don't have the time for this yourself or don't have a communications specialist in-house, have a look at content creators: copywriters, video makers, podcast makers. It all improves your Google ranking, which brings us back to the beginning: discoverability. In other words, it's worth investing in content!
Sharing is multiplyingâ¦
â¦so never be afraid to share your abundance (including your knowledge)! If you really understand your craft, people will always come to you for more. We're always happy to share our knowledge with you and we're delighted to support you in organising or implementing the above tips.