Too many business owners get caught in the trap of making a website something that they like as opposed to researching what type of site will best convert visitors into buying customers. I commonly hear “I want” this or “I want” that without having answers to how a customer might percieve those things. I’m not saying the site shouldn’t be an online reflection of your business – it should, and it should be appropriately branded – but, site usability, content displayed and specific features added should be geared towards your client’s likes and dislikes.
The site is a sales tool, and like all sales tools and marketing messages it can be refined and tweaked to better convert customers. The only way to refine your marketing materials is to step back from being emotionally involved and look at your material from a strictly analytical view.
If your site is not a sales tool but provides a service itself, such as an e-commerce site or membership-based site, then you need to be even more aware of your customer’s wants and needs because with websites, you always have stiff competition that will try and woo your client base with features specifically tailored to them.
Regardless of your site, stay in communication with your customers and solicit feedback from them on their impressions of the site. Ask them want they like, what they don’t like, what they wish the site had and what they would change about it. Visit your competitor’s websites to stay on top of new features they add. Keep track of your website traffic stats to monitor changes in traffic as you tweak your online message.