- So far, we've touched on how people behave online…and the types of content they'll expect to find…on your site.…By now you've probably realized…the majority of your site is not about you, at all.…Instead, it's all about your customers,…what information they need to see…and what reassurance they need to feel…before they'll buy.…We've talked about how to create content…that will draw new visitors in and quickly answer…their key questions.…We've also covered the ways to describe your products…in customer-centric language…and how you can demonstrate your expertise with…additional, helpful information.…
Even once you've created all this content…you're still not done.…There's one final step before you publish it.…You should check that people in your target audience…can find and use the information…by running an informal usability test.…You run a small business,…you know exactly what you're selling.…That means you might describe it very differently…than how customers are looking for it.…The worst person to give directions to a location is a local…
Author
Released
11/19/2015Join Chris Nodder, as he reviews the key components of an effective small business website, whether you maintain your website or hire someone else. He provides guidelines to optimize the content, design, and information architecture of the site and to provide customers and prospective customers with incentives to trust your business—and buy from it.
- Keeping the homepage simple
- Providing news and links
- Using pictures and testimonials to establish trust
- Creating clear product descriptions
- Showing expertise with a blog or tips page
- Soliciting ongoing feedback
Skill Level Beginner
Duration
Views
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Using Customer Surveys to Improve Service
with Jeff Toister52m 10s Intermediate
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Introduction
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Welcome1m 13s
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Using the exercise files1m 5s
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1. Is Your Website Good for Business?
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People's online behavior1m 46s
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Information-rich sites win2m 55s
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2. Your Homepage
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Keep it simple2m 12s
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Providing the latest news2m 38s
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Linking to your other pages3m 37s
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3. About You
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Helping visitors trust you3m 11s
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Using pictures1m 41s
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4. Products and Services
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Clear descriptions1m 53s
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Pricing2m 35s
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5. Showing Your Expertise
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Professional help2m 17s
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6. Being Customer-Centric
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It's not about you1m 31s
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Informal usability testing2m 38s
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Ongoing feedback3m 22s
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Conclusion
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It's only just begun1m 47s
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Next steps1m 48s
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Video: It's not about you