Have you ever noticed how hard it is to understand the products and services of some companies and how they are different from their competitors? Well, building a website should be deemed as an essential part of any business; it is the extension of the company; it should carry the same message, promise, differentiation, and offer. If it is not clear, visitors get confused and bounce.
During my career, I had the opportunity to meet many successful business and business owners, and all of them have something in common, they know everything about their target market. A healthy business is built to fulfill a need or want of a group of people or companies. Each group lives in its own world. In essence, they have their own behaviour, set of rules, interests, jargon, and many other characteristics that are unique to the group.
Before start building your company's website, please get to know your target market, and take into consideration everything that may concern and connect to them. Find what is essential and what is related to your product or service, communicate in a way that is clear for your audience. So, don't build a website to satisfy yourself; your customers are the ones you should please and connect. I invite you to visit these three good examples of how well companies understand their target market, can be consistent and clear.
The first comes from England, a small London bicycle manufacture called Brompton, specialized in commute folding bikes; the second, a Canadian apparel retailer of yoga pants and other yoga wear called Lululemon; and the third, Quickbooks, accounting software for small businesses.
Lack of consistency
There are many different types of consistency; two of them are important for your business: 1. Always deliver the promise you make to your customers for as long as you are in the market; and 2. Do not confuse your customers, creating relations or offerings that are not related to them. The first lack of consistency problem is a subject for an entire post, for now, let's focus on the second one, which is also related to the target market. Here comes the mistake number 2, forget with whom the website is talking to. Instead of explaining how inconsistency can happen, let's bring some examples:
Be clear on the offer
Depending on the product or service, more or less information is necessary; however, the offer must be clear. Lack of clarity is the third common mistake found on today's websites. Start with the basic: For products: present the product, show the price, the options to pay, let them know about the expected delivery date, and explain why they should buy it from you and not from your competitor. For services: what is the service you are offering, detail how it is going to be delivered, how it is going to be charged, what is the expected outcome, and how your offer is different from the competitor. Test it with your audience and see if they understand it.
I invite you to visit these three good examples of how well companies understand their target market, can be consistent and clear. The first comes from England, a small London bicycle manufacture called Brompton, specialized in commute folding bikes; the second, a Canadian apparel retailer of yoga pants and other yoga wear called Lululemon; and the third, Quickbooks, accounting software for small businesses. Building a website for a business may be easy, but let it consistent with a business brand is a task that demands more than just web designing skills. Beauty is not essential; what you think is not important; the agency behind is not relevant, what is crucial is what the customers feel is necessary. Study the target market, be consistent and clear, and you will see the results of informing the customers. Have you ever experience a situation where you didn't find answers on a website for one of these three mistakes? Please share with our small-business community.