Create Your Website For Your Customer Having a Crappy Day
When thinking about how to frame your website to represent your business, your mind can start diverting down one of the many failed paths.
When consulting clients, I come across the same patterns of thinking. Initial website design ideas are intended to mimic websites of competitors, or sites of established companies with recognizable brands. Rarely does a website consultation start off focusing on the user-experience of the customer – the most important aspect of a functional website.
When developing a website strategically, you want to design your website for you customer, and not for your own personal interest or aesthetic tastes. This change in perception is difficult because if you're close to your business, your website is your portrait that people will see and judge. But here's a simple trick to reframe your mindset quickly.
Imagine how your customer will feel when they visit your website after a long, shitty day.
Pretend you are your customer, and it's late on Monday evening. Outside the office window it's raining and the sunset is masked behind dark clouds. You skipped lunch because you woke up late, and you haven't had a sip of coffee all day. You're currently understaffed, you have a plate overfilled with soul-sucking tasks, and you just heard on the radio, your commute home is going to be bumper-to-bumper due to slick roads.
We have all had days like this. From the moment you open your eyes, the snowball starts rolling downhill, growing bigger as it devours all the litter and dog turds along the way.
You accept that today is simply a bad day, but right before you venture into evening traffic, you search for a service provider and open up a website. You're expecting to see a standard website with stock photos, fluffy text, inflated data and a pop-up telling you to subscribe to a newsletter. But instead, you open up a site that immediately shows you:
- Your problem in full detail.
- The solution to correct this problem.
- Validation from other individuals who in the past had the same problem you do, but no longer thanks to this solution.
Now, if you were this individual enduring a day of headaches, surprised obstacles and mishaps – how would you feel about finding a website that quickly gave you an answer to your problem? On a normal day, you would appreciate clarity condensed into a clear message, but on today – the day when nothing is going right, you want to hug and kiss this gift, which got straight to the point and helped you on this bleak Monday.
The purpose of this exercise is to flip your perspective away from your perceptions on web design, and start to see how you can help your customer and win their business.
I encourage all clients and individuals thinking about revamping their website to try this exercise. This concept of designing for the user-experience of the customer extends to all forms of marketing deliverables from infographics, to business cards to annual reports.
Instead of awkwardly taping together design aesthetics you like from other businesses to craft a first impression, take a strategic approach and show your website visitor immediately you understand their problems, how your solution can help them, and show them previous customers who have been helped by your business and solutions.
If you're new to writing copy for your business, I invite you to read an article that teaches you how to write effective copy efficiently, using the AIDA Model: Like Results? Here’s an Efficient Method to Write Effective Copy For Your Small Business