You visit your doctor.
They sit you down and tell you all about them: where they went to school, all the awards they’ve won, and their favourite stethoscope brand.
You’d be wondering…”what does that have to do with me and my health needs?”
When it comes to your website, don’t be the doctor.
Your site needs to be designed with your customer in mind – not your company.
Communicate better with your customer with these DO’S and DON’TS:
DON’T assume your customer knows anything about you or your business. Ever.
DO make it clear, crystal clear, in your header exactly what you do. Catchy taglines or slogans rarely do a company justice. If you’re a CRM software company for telecom providers, just say so.
DON’T use impersonal terms like “customers”, “businesses”, or “our company”.
DO use personal terms like “you”, “your business”, or “we” when speaking to customers.
DON’T use meaningless cliches like “world class”, “industry leading”, or “best of breed”.
DO use upfront, easy-to-understand language that is believable and that your prospects will connect with.
DON’T use stock photo images of fake people and fake offices.
DO use photos of real employees and real customers. Use images that reflect your target audience to signal to prospects that they’re in the right place.
DON’T tell visitors how great your product is.
DO let your customers tell visitors how great your product is.
DON’T focus on product features, and technical specs.
DO focus on how your product will benefit prospects by saving them time or money and by making their lives easier.
DON’T ask for a prospect’s name, and email, and phone number, and company, and title, and number of employees, and annual revenues, etc.
DO ask for no more than four pieces of information to increase conversions – any other information you need can be gathered later on.
DON’T use your company logo for your Twitter or Social Media avatars.
DO use pictures of real employees. People are social with other people, not companies.