This is a really helpful section that I have come back to for review. Using the language in the website copy to answer the customer questions is something I hadn’t included but now realize it is immensely valuable. I also guess it’s something that has to be constantly monitored and evaluated to make sure we are speaking to our audience (and answering their questions!) .
Exactly Laura, remember a website should never be static. It needs to evolve and change as you learn more about your customers. Think how often companies put up websites then forget about them for years – even if you’ve not put the latest information on there it’s still where people are getting their information from. The amount of times I’ve interviewed a business and asked a question based on something I’ve read on their website only to find that it’s an old service or something they don’t offer any more!
Think of it as a process or even a game. A website can become a really good machine that gets you customers, but getting your website to that point takes time, testing and revisions until you get it working right. You need to start with your best inferences from your research, but it’s not until you’ve got customers coming through it that you can test those theories and then start tweaking.
It’s also about efficiency as well. You want to be able to answer as many questions within the potential customers’ first visit. Think about your own browsing habits and decision-making on websites. Sometimes if you can’t find that one bit of information you need to make a decision then often you go look at someone else’s website instead!
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