Reading time: 6 minutes Summary Researching web design companies require “trusting your gut” and cultivating empathy for your market Find a trustworthy outside opinion to confirm or clarify your research Creating an easy-to-maintain system to track your research is essential A priority list will guide your research to ensure you receive the best value on […]
Five Questions Website Visitors Have of Your Website
Written by:
Chris Jamison - Director
Published on:
September 22, 2021
Reading time: 4 minutes
Summary
Visitors to your website have questions in mind about your organization. Answering those questions means the website meets the second function of a website.
The previous article in this series, What Do a Meal and a Website Have in Common?, touched on the primary function of your website.
The secondary function of your organization’s website is to answer essential questions its visitors have.
You may have heard of the “Five W’s of Journalism.” Well, there are four W’s of web design (and an H).
It’s natural for your clients and customers to ask questions about your business. High-quality websites answer the following questions their visitors have about your organization:
- What?
- Why?
- Who?
- Where?
- How?
What
You’ll first need to communicate what your business sells or the resources your non-profit provides.
Communicating your organization’s purpose can be both direct and subtle.
A maître d pleasantly guides you around the restaurant, subtly prompting you to buy another drink or dessert.
Your website can state that your business sells fine glassware in a tagline that appears as the page loads. Or branding your non-profit using photos of families, the website expresses it offers parenting education.
Where
Explain the location they can purchase your goods or services. For example, an e-commerce site can display images, pricing information, and links to a product page. For a restaurant, placing the address near the top of every page ensures visitors know where to visit for excellent Italian food. Or a non-profit will want to list the address of the location of its peer support groups.
Listing information that guides visitors to virtual, online resources is answering the question of where. Answering the question of “where to submit questions about products” is essential information to include.
Branding
Branding is the method to answer the who, why, and how of your company’s business on its website.
The term branding in marketing has a broader meaning than just the name of a business or its logo. The Branding Journal defines branding as,
“You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical (e.g. ‘the shoe is light-weight’) and emotional way (e.g. ‘the shoe makes me feel powerful’).”
Answering the who, why, and how are communicates your business’ brand to its visitors.
Who
Clients want great value from your service, but they want to know you are trustworthy and value them.
The products you sell or the services your company or non-profit supply suggest quite a bit about your organization. Products that provide a great deal of value reflect that your company is committed to making their lives better in some way. Your customers sense your company is filled with trustworthy people.
An excellent way for a business to build trust with its customers is to add genuine, personal connections.
An individual who sells a product or service or wants to be known for their craft establishes a personal brand.
If you are a solopreneur, you may be cringing at the thought of making live videos of yourself on a skyscraper’s rooftop.
But a personal brand is a modern term to describe the reputation you have as a professional. So if you provide excellent massages at a price your customers love, your brand already is favorable. You’ll just need to let others in on your massage practice, so you’re not quite a secret.
If you cringe at the thought of referring to yourself as a brand, don’t feel alone. I’m with you!
The website, Investopedia, has more information on personal branding
The online blog ran by SCORE, a non-profit that provides no-cost business mentoring to small business owners, has some great information as well
Include a brief bio on your website somewhere, preferably with a headshot of you in a neutral setting.
Offering a personal connection helps disarm the impulse new clients may have to choose another company.
Why
Stating your company’s values and goals answers your business’ why to your customers.
Some websites answer the question by including a list of corporate values within their “About” section. Your organization’s website can also state its long-term goals.
Sharing the reason your company exists helps customers and patrons feel at ease with your organization’s values.
How
Providing examples of how your organization’s commitment to adding value to your client’s lives is vital. How is imparted by the satisfaction your website offers to your clients and patrons.
Just think of yourself. You have high levels of trust in a bank when their website lacks clutter and answers your questions in simple terms.
Like its products or service, a website is a direct example of the workings of your company.
Just like your product reflects an understanding of its market, so does a user-friendly website that has well-written copy. An efficient checkout process states that your company will do everything to satisfy your customers.
Did you find this article helpful? If so, please reach out to have a conversation about your plans for your website.
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