Now that we have some design ideas, what content should you put on your website? How should it be organized? Again it helps to put yourself into your visitor’s shoes. What would you be looking for if you were a customer? It probably falls into one of three categories:
- Information about a product or service (including cost and how to buy)
- Contact information for someone at the company (sales, support, service, etc.)
- Information about the company.
1. Information about a product or service (including cost and how to buy). Visitors are usually somewhere in the buying process (researching, actively buying) or are already a customer.
If they are in the buying process, they want information about a specific product or service or are looking to see what you offer. A link called ‘Products’ or ‘Services’ right on the homepage is a clear indicator to this type of information. You may even want to spotlight your best-selling products or those you want to market right on the homepage. Once visitors click on ‘Products’ or ‘Services’, they should be able to see a full list of your products or services without clicking further. The option to buy (either via eCommerce or email or phone) should be on every product and service page.
For visitors who are already your customers, they are probably looking for how-to information on use, service, or support. If you have any manuals, tutorials, or other information about your products, it is a good idea to have them on your website. The more information that customers can use to help themselves, the happier they’ll be and the less time and money you will have to spend on support.
2. Contact information for someone at the company (sales, support, service, etc.). Sometimes it just is easiest to talk to someone. Visitors look for contact information when they want to make a purchase, need more information, or need help. Make it easy for them to find your contact information. A link on all pages called ‘Contact Us’ or ‘Contact’ gets the point across, or you can have your basic contact information on all your pages. Customers who can find your contact information when they need to and can actually contact you will be happier – even if they have a problem. Happier customers are more likely to stay customers.
3. Information about the company. As part of the research process many buyers want to know more about your company – your history, your expertise and your contact information. While this usually seems like the most important information, it almost always is secondary to product or contact information. An ‘About Us’ page is a good place for general information and portion on the homepage for important information can help buyers understand how your company can help them.
The business to business (B2B) audience is busy trying to run their businesses. Time is valuable. Providing information that your customers are looking for and placing it where it is easy to find, will make your website a valuable resource and improve your customer loyalty.
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