How to build a better connection with your customers through your website
Have you ever wondered why some websites seem to get you and others just seem to push away from the time the website loads?
It is almost as if they really understand you, right?
What is interesting about this, is that even though it is something we all love to experience, we tend to forget about it when building our own businesses websites.
In my previous blog post, I wrote about ways to find out the right features for your website, and how to build user personas to help you find, create and build the right tools that your customers will be using.
Who is this blog post for:
- Website Designers looking to improve their designs
- Business owners and Marketing teams looking to communicate better with their customers online
- Brand Strategist
So why would you want to build a better connection with your customers online?
Let’s think about your website, as the 24 / 7 store that does not shut down and is always running. The spot where thousands of people can find out about your business without you or your employees feeling exhausted and out of energy.
We need to think of your website, as one of the employees of the organization or ourselves. If you are a one-person shop, does your website resemble your personality? Does it bring the experience your customers have with you, in an online form?
There is nothing better than face to face interaction with customers, but today we need to make sure that all the interactions they have with us, our brands and businesses are consistent.
Hence, I thought it will be very interesting to show you the steps I take to create the bridge between the customer and the brand.
User personas – Think about them as humans and not just users
I am sure you have heard this term a lot. It actually has become quite popular, along with empathy and user-centric design. The reality is that without having a clear idea of who the users (your customers ) are, it will be difficult to achieve anything at all.
What is important here is to view these users are humans and not just as users unless you are building a product for a dog, which then you should be thinking like a dog, and that will be pretty cool.
In my previous post, I spoke about defining the user’s demographics, story, objectives, and goals. The reason for this is because it will help you to start aligning your thoughts and mindset to that of your customer.
Get yourself in their thoughts, feelings, and path. In other words, build empathy with your users.
Make sure it is not a feeling of sympathy which is very often mixed when people are talking about empathy.
Understand who you are as a brand, identity and the tone of voice your clients want to hear
Have you ever heard someone said ‘The message was on CAPS, so he/she must be very upset’? We have learned to create emotions from things like fonts, emojis, colors, capital letters, common letter, and many other online elements.
Some people are shy, some are loud. The same thing takes places with brands, hence it is important for web designers to have a clear understanding of branding and visual design.
You are looking to find your brand’s adjectives and your ‘X’ Factor. For this, I will run a simple 30 to 45 minutes workshop where we will identify your brand’s adjectives in terms of general adjectives, your environment, your voice, how you make people feel, your tangible elements and the way your business brand makes people feel.
I will recommend choosing about 15 to 20 adjectives of each, and it is important to take your time with each section. Also, there are no stupid or bad adjectives, so feel free to share your thoughts with your team or designer.
Once you have filled in the different sections choose the ones you feel the closest to. Remember the part about ‘Your voice’, this is what we will use to match your client’s personas.
Some people like to be told ‘Good morning Sir / Ma’am’, some like to be told ‘Hey ‘name’, how you doing?’.
See why choosing the right voice is important?
If you don’t then your message may be received by a person who is not attracted to your tone of voice.
Identify what is your value proposition for each persona
If you want to please everyone, you need to have huge budgets and a lot of time. The reality is that it is easier to please 10 persons who pay for your services than it is to please 100 persons who are not really interesting in paying for it.
Since you have identified your customers’ needs and goals, as well as, the tone of voice and message you will be using. Now you have to Identify what will be the value you bring to them, why would they choose you over someone else’s product.
This is how your website’s features will also come in hand. All the features your team and yourself have described, need to bring in this value proposition to play.
For example, in my previous post, I described a person named ‘Amie’, who wanted to buy shoes. A good value proposition for her will be to create a filtering option that allows her to navigate through some of the shoes available.
Make it easier for your customers to get their results. The least they have to think to figure out how to contact you, or how to use your website, the higher the chances are they will become a paying client.
It is all about creating that bridge between you and your clients. Get to understand them, see their points of view and how they interact with everyday things.
Have you implemented any of these steps in your website? Or maybe is it something you a great value on? Let me know by commenting below.
Changing the way you have built your website and customer’s experience is not always as easy as it sounds. If you require help in better understanding your website, goals and the way client’s interact with your website, you can hire me as a freelance consultant to have a one-on-one session (s) to really understand your customers and how we can create a better experience for them.