To exceed the expectations of your audience, you must first provide what they expect.
Every person who browses online, journeying from website to website, expects to see certain things common to every site. These expectations are so ingrained in us now that when they are present we don't even think about them. However, when they are not there, it can be both surprising and frustrating.
When we visit a website we don't want to think. For example, we expect to be able to see the website navigation in certain areas - along the top or down the left-hand side. If a website designer has tried to be innovative by only putting the navigation along the bottom, the pause that visitors to the site must take to think about finding the navigation bar can and will cause some frustration. And there are so many of these little expectations that website designers and developers must keep in mind to meet, before we begin to exceed the expectations of an online audience. Confused? Don't worry, as experienced website designers and developers - we've got it covered.
As follows is an example where we have worked with a client to find out the needs of their target audience. We were then able to effectively tailor the website content, layout and functionality to cater to and exceed the expectations of their customers.
As follows are some of the reasons why this website - which is not one of our newest - continues to work so well because of what it offers to meet and exceed customer expectations:
THE HOME PAGE provides instant legitimacy for the business. It does this with dates the company was established and a clear, concise description of what they do. It works because it’s short. One or two paragraphs is all most people will read on a website to judge if this is where they want to be.
IMAGES of good quality and representative of your business, brand, and products. Images such as those on the Wigram Brewing website that show your products, awards, the people who work in the business and the business process in action, as well as recongnisable logos and branding, all give a visual impression that is delivered more effectively than written content.
NEWS of the latest company events, updates and information. Want to know what a business is up to? When their next event is or what the latest product will be released? On the Wigram Brewing website it's right there on the home page under "Latest News". As with all of the websites we create in our in-house developed content management system, this website is simple and straightforward for our client to edit, enabling them to easily keep this news section up to date with text and images at their own convenience.
PRODUCT selection, quality and range availability. The Wigram Website home page has small images of all the products. These images can also be click on to take a visitor through to more information. This small feature specifically targets those who know what they’re looking for, enabling them to recongnise the label they're after and find it immediately without having to read through the site. The result is instant access to information with as few a clicks as possible.
NAVIGATION that is simple, straightforward and predictable. Do the customers want information about specific products? Do they want to purchase online? Will they view the awards section to help them with their product selection? Do they want to find stockists in their area? Will they want historical company information or customer testimonials or to contact this company direct? Whatever the customers may want, Wigram Brewing has anticipated the expectations of their target market and provided for their needs in a way that is clear and professional to exceed expectations. Another good point to remember with websites is "the less clicks the better". Meaning that the less clicks your viewers have to make to find what they want, the easier it is for them and the happier with your brand they will be.
NEWSLETTER signup form. Visitors to a website may or may not find what they want from a website, however this website still offers them something for nothing through a Newsletter Signup Form. By collecting this information Wigram Brewing Co. can provide more of the information their customers want, and they themselves have a chance to reach out to existing and potential customers with news, new products, events, information and more. It's also important to note that the newsletter signup is very simple, asking only for name and email address. This is not as off-putting as would be a request for more personal details. Also, there’s also no push to subscribe, no message of “you must signup now!”, which can also be off-putting. Wigram Brewing are simply saying – do you want this? If so, here it is. Providing features that meet your customers expectations in a way that is professional, stylish and modern, while enhancing your brand, is the best impression that you can make as a business.
At Activate Design we take the time in the planning, design and development of your website to show your customers that you care enough to make your website appealing, professional and simple to use, putting them first. We can also work with you to create effective, website audience-targeted content with our Content Writing Service.
A website in our content management system is easy to use, and our customers have the ability to add an unlimited amount of new pages as required. This means if there is more information or imagery that you find would benefit your target audience, you are not limited to your current pages. You can create website pages to suit your growing needs and satisfy your customer base.
Give us a call today on 0800 30 8996 to discuss ideas for exceeding the expectations of your online audience, making use of our experience and expertise toward enhancing your most valuable online presence.
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