Is your website for your company?
Your website is NOT for your company; it’s for your audience. What are the first questions they have when they’re looking for your products or services? Do you answer that right on your home page, or on a page that is easy to get to with an obvious button name? If they have to take 3 or 4 steps to hunt for the answers, you’ve probably already lost them as a prospect.
Just like people who only use the pronoun “I” in their conversations, a website can be pretty annoying or boring if it doesn’t seek to have empathy for the issues of others…in this case, the user.
People looking at your website don’t really care about your company. What they do care about is finding a solution to their own problems, pain, needs, or desires.
“User-friendly” doesn’t just mean easy to use—it can also connote that a website “puts the shoe on the other foot,” i.e., shares the problem that the user has, and then provides a solution to that problem.
To put it bluntly, the people looking at your website don’t really care about your company. What they DO care about is finding a solution to their own problems, pain, needs, or desires.
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