Putting your best foot forward; Improvement 1
The value of a strong web presence seems to rise with each passing week. Marketers are cutting broadcast and print advertising budgets as customers increasingly turn to digital channels for information. Those customers are finding information in new ways -- through Facebook, LinkedIn, and other social media channels, as well as through targeted online trade publications and communities. Once they initially connect with your products or services, however, it's inevitable: They're going to be paying a visit to your homepage to follow up.
How do you know if your homepage does everything it should to help your company build a strong ongoing relationship with your customers? More often than not, it's your customers who have the answer.
Let's take a look at seven ways you can boost the value of your homepage for your current and potential customers.
Listen to your customers
Do you know what your customers think of your website? The single most important thing you can do to improve your homepage is to listen to your customers talk about it. They'll tell you their top-priority needs from your site and whether you are successfully communicating with them.
Talk to a cross section of people who are representative of the different types of customers with whom your company does business. Listen for needs that are shared across customer types, and listen for those needs that are distinct. Don't ask them what they think about your company in general -- instead ask whether your homepage meets their expectations. Ask whether they think that anything important is missing from the homepage.
At White Horse, we examine web traffic patterns, customer survey data, and customer call center logs before we talk to customers. All of these provide extremely valuable insights into customer needs. But nothing beats a good, structured conversation with the human beings you do business with to understand what kind of an impression your homepage is making.