Have you ever been to a website looking for information and found yourself frustrated because you can’t find what you’re looking for quickly?
After all, you probably have better things to do with your time like work, or family stuff, or procrastinate on Facebook.
(Or Snapchat, if you’re a millennial).
So, here are three things you can do to make it super easy for people to have a frustration-free experience on your website. (Because frustration isn’t part of an awesome business website)
1. Address Web Content To What Customers Care About
First, make sure your content addresses the questions and information that your prospects and customers ask most frequently.
This is most likely looking what they’re looking for when they come to your website anyways.
Sadly, many businesses take a ‘business-first’ approach to communication, boasting about products, services, and awards rather than customer problems and aspirations. Which is what matters most to them.
Instead, ‘flip the script’ and write about your products, services, and accomplishments in terms of the value they add to your customers or prospects.
Keep The Most Important Content 2-3 Clicks Away
Second, Organize the content into topics that are easily accessible from your main navigation, so it’s easy for customers to find, no matter where they are on your website.
You never want someone to be more than one or two clicks away from the most important information they need in order to do business with you.
Related to that, you also never want a customer more than 2-3 clicks away from a call to action.
Put Search On Your Site (Maybe)
Third, if you have a large site with a lot of content, include an option for search. To make it faster, you don’t have to index every page in your search bar, just the ones that have the most relevant information.
There are lots of ways to do this from installing a localized Google search module, to investing in a theme with search, to using sophisticated search engines like lunr.
The point is to make the most relevant content easy to find, quickly.
So, if you have one of those annoying sites that makes it hard for people to find what matters most to them, go think about your site from their perspective and reorganize your site to be more customer friendly.
Now, if you excuse me, I have to get back to Facebook ?