Why Your Online Customers Might Hate You

Below is the third article in our $150 competition sponsored by BizSugar.com. It’s submitted by Andy of Travel Online Partners. Good luck to everyone who contributed an article!

Do you feel like your website and online presence is just “another nuisance” to your day? Feel like you’re just wasting your time with online technology? If so, check out these common mistakes businesses make online – if your online presence is flailing, it might be because your customers just don’t like you ...

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You don’t tell them what you do

If a potential customer isn’t able to discern in 10-15 seconds what it is that you do exactly, they’ll quickly gaze over and move on. This is of utmost importance on your homepage, but via search engines new customers can arrive on any page. So be sure that on every page of your website, you at least briefly explain who you are and make further information easily accessible. A clear strapline or slogan in the header as well as an easily placed “About Us” usually does the trick.

You don’t tell them why

Remember the old saying what’s in it for me? It is still a vital marketing tool and many websites fail to answer this question. Whether it is features or benefits, make it clear why customers should take advantage of what you have to offer. Will it save them money, make them money, improve their life, or just make them feel good? Don’t be afraid to spell it out; a “Why Us” or a “What It Will Do for You” is a completely appropriate headline section to any sales page.

You show off too much flash and bling

Nobody likes a show off, and your online customers are no exception. With lots of fancy graphics and spinning widgets, your true message will be lost. I’m not saying your website shouldn’t be slick, professional, and attractive. But stop and think: does your “add-ons” actually add value or just add to the noise?

You don’t tell them how

Do all of your web pages tell customers what to do next? So many blog articles leave folk wondering how they get more. Your content is there to draw customers in, so after you’ve done a smashing job of telling them a story or giving them information, offer up the next action. Make it super clear; yes – that means big, colourful buttons that say “Buy Now” or “Click Here to Check Availability.” Online customers like to be told what to do, so tell ‘em!

You don’t understand them

Website copy must be directly targeted to your ideal customer; write for everybody and nobody will listen. Write for a special someone and they’ll take notice. You need to know if your customers need jargon explained, if they respect complex and thoughtful topics, or if they’re more visual people. Picture one of your ideal customers in the room and read your web content aloud – would that single individual person be interested?

You tell them to go to your competitors

I never understood why small businesses put advertisements for other products on their website. The worst is Google Adsense – those contextual ads are usually for your competition! You should never place advertisements on your website unless you will make more money from the sale than you would by selling your own products and services. Instead of that lame affiliate ad in the sidebar, why not have a great banner ad for your highest margin product?

 

Photo credit: Zach Klein

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