Ah, the customer journey. Sounds pleasant, doesn’t it? Like a nice scenic path on the way to some great destiny. Let’s hope so.
How potential clients land on, navigate, learn from, and connect with your website is loosely defined as the client journey. That means you’re in control of their experiences from start to finish when they find your site. With great power comes great responsibility.
Follow these five tips to ensure your clients are getting the most out of your offerings and using your site the way you want them to. After all, what else is a website for?
1. Make sure each page has a purpose
This may be the most “duh” point to make, but even the most experienced businesses can overlook the fact that your website is not a beautiful stage to show off your moves. It’s a sales funnel. If you’re showing off your moves without a clear path forward, nobody will pay attention.
Write the pages your website currently has (i.e. Home, About, Team, Services, Portfolio, etc.) and then write each action you want a client to take on that page. It could be leaving their email address, making a purchase, clicking onto another page, or sending an inquiry.
If you write a page without finding its purpose, congratulations. You’ve just created tomorrow’s to-do list.
2. Explore your brand voice
No, this voice is not imaginary or mysterious. It’s the tone, candor, and personality behind your client communications. It’s already embedded on your site and splattered all over your emails, so this exercise should be a breeze.
Open up your website’s about page or recent emails with clients. Write down five adjectives that describe the way you talk to them. Are you formal, sassy, or flowery? Are you relate-able, intimate, or goofy? Use any adjectives that fit your words. Don’t cheat yourself on this one. You have plenty of time to tweak your communications.
3. Get a new perspective on your about page
That’s right. Your about page does not have the built-in purpose of telling people about your business. Nobody cares. Your about page exists to tell people how you can help them. Sure, that means incorporating aspects of your services, but more importantly, it means telling your back story and why you would be a good fit for the reader.
Look at your about page with fresh eyes as if you don’t know yourself and you have no idea what this business is all about. Does it make sense? Can you relate to that person/team? Do you care to learn more?
Better yet, call a friend in a different industry and see your business through their eyes. Getting an outside perspective on the effectiveness of your about page can work wonders when copy-editing.
4. Outline your services page
If you haven’t already, briefly outline your products or services. Include everything under overarching types of products or services. There’s no need for long sentences, but be detailed.
Now, does your services or shop page have all of this information? Is it categorized? How so? Do you know where to click to find what you’re looking for? These are simple questions, but it’s surprising how many businesses focus on the bragging rights of portfolios and fall short on their actual services pages. If people know about your line of work already, you don’t need as much information about your services. If your work is very niche, you’ll need more explanation surrounding your services.
Ask around and learn how many potential clients actually understand what it is you offer. If they’re clueless, it’s time to fill in the gaps and pump up your services page with clarifying copy.
5. Name your navigation links like your business depends on it
Because it does. Have you ever been looking for a contact page and been unsuccessful? Maybe the business named it “say hello” or “let’s do this” or “start,” none of which convey the universally acceptable website word for getting in touch: Contact.
Your originality shines when surrounded by clarity. Using words or phrases other than what’s easily recognizable doesn’t make you stand out. It makes it confusing for potential clients. if you want to get fancy with words, do it inside the pages themselves, not up in your navigation menu. Don’t lose your clients before they even have a chance.