One of the biggest stumbling blocks we often find in the design process is something that doesn’t sound like a bad thing: you know everything there is to know about your business. That’s a huge advantage from an administrative perspective, but when you’re designing a site for customers, it makes it easy to overlook some basic information they may need.
Go back to basics while you’re designing your site. If you’re a business with a storefront, what are your hours, and are you closed on holidays? Restauranteurs, is your full menu available and up-to-date (and bonus: is it viewable on a mobile device in case someone is debating options with their friends at the last minute)? If you have a hotel, what’re your rates (and do you offer club or affiliation discounts)? What’s the best way for someone to reach you if they have a question or problem?
Still having trouble thinking of what to include? Try these tips.
- Make a list of questions your customers have asked you. What are the top ten questions you (or your customer-facing employees or representatives) are asked about your business? Are the answers to those questions easy to find on your site? (This is a great way to come up with ideas for blog or social media posts, too, by the way.)
- Walk through your site with a couple of your best customers. Do you have a good relationship with some of your frequent customers? Sit down with them for a few minutes and ask what they’d like to see on your site. It’ll give you feedback from people who care about your business – and it shows your customers that what they think is important to you!
- Go to a competitor’s site and act like a customer. Pretend you’re going to a similar business for the first time. What information do you want to know? Can you find what you need? Now go to your site and look for the same things. Are they there?
Keeping your users in mind shows that you respect their time and their patronage. Create a design for your site that’s tailored to your shoppers, even if that means explaining the basics of what you do to them. They’ll appreciate the time you take for them!