So after months of planning youíve finally got your brand new web site up and running.
Everyone who you have asked, friends, family, employees etc. think its great (particularly your mum she loves it!) I mean it clearly says why you are a great company, how fantastic your products/services are, so whatís not to like about it?
Then you sit back pleased with yourself and wait for the phone to ringÖ
But of course itís not about you is it? Itís all about your customer and this is actually whatís going through their mind when they arrive on your site:
I have found your site and instantly Iím looking for a reason to leave. Iíll need lots of reasons to stay, but just one will make me leave
I donít trust you. You may have matched my search on Google & it looks like you might have what I need, but I still donít trust you. I am going to browse all over your site and try to find reasons to confirm my suspicions. Ah ha jack of all tradesÖ no thank you, Ooh only started 3 months ago, clearly no credibility, Any spelling mistakes or broken links, could be shoddy workmanship, no attention to detail, perhaps that will be how you deal with me too?
Iím impatient. Get to the point quickly demonstrate to me that you know what I need and that you can deliver it. I donít want to go trawling your site for more information until I know Iím in the right place
Iím selfish. Iím only interested in me, I donít care about your business, I care about me & whether you can deliver the product/service/solution I need. Iím completely not interested in all the other things you sell or do, just the one thing I need.
Iím confused: What do I do now? How do I contact you? How do I order? Why is it so difficult to find this information on your site? There are so many options I donít know which to click.
Iím suspicious. Is your payment gateway secure? Can I trust you not to spam my email address or sell it to someone else who will? Will my order ever arrive? Who have you worked with before? Did you do a good job?
I really need to be told what I need and how I can get it. Please make it easy for me.