Three Things Your Customers Can’t Find on Your Website

Author: Gina
Rare Company

Avatar for Gina Grainger Windridge

Front End Web Developer, Social Media, Search Engine Optimisation

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Deciding on what content to showcase on your website is not easy. In order to convey who and what you are about within the first few seconds of a visitor appearing on your site, you have to be organised and clever about your content placement.

You may think you have done everything right, but in some cases your visitors can’t find exactly what they’re looking for. Here we take a look at three things your customers can’t find on your website and how you can improve them.

Enough information about you

Your about page is likely to be one of the most visited pages on your website and it’s usually the most neglected by the website creator. For this reason you want your about page to deliver as much information as possible about you, while remaining interesting to look at and navigate.

Bearing this in mind, your about page should not just be a page which gushes about you or your company – it has an added purpose and that is to gain business.

Use this opportunity to include the following if possible:

  • Why you’re different and why you understand your reader/customer
  • Who you are (people like a human contact, include information about you and/or your team)
  • Link to other pages in the site that may interest them next
  • Include facts about your company – how many problems have you solved? How long have you been a company? How many cups of tea have you made?
  • Include images, videos, or animations to make your page more engaging for your reader.

Don’t be too technical, your reader could get confused and leave. Remember to be concise, brief and engaging – your readers will thank you for it.

Here are two of our favourite about pages on the web. They are engaging and convey just the right amount of information.

  • Innocent. The Innocent about page is simply titled ‘us’, which carries on their friendly across their entire brand. They have broken down their wealth of information into a fun timeline and have split perhaps less immediate information into concise sub pages. Their process is logical, fun and designed well.
  • MailChimp. MailChimp’s about page may not be as visually appealing as Innocent’s, but it places its content very well. The brand talks about itself, its employees, charity work and most importantly, the people who use its services. This page is a great example of content written for a purpose.

Don’t forget to take a look at our about page, we feel we demonstrate these points quite well.

Your social media accounts

Whether we like it or not, social media is becoming a massive part of any marketing strategy. Although we may want users to stay on our websites, a link out to various social media platforms is a must.

Without going into detail, social media can give your business a human presence, it can offer customer service and allow your potential readers/customers to see more of you.

For this reason your social media links should not be hidden away, rather easily accessible and in more than one place. Try the following:

  • In your footer but as recognisable icons that are easy to see
  • On your blog page in the sidebar as a feed
  • Sharing out buttons on every blog post
  • In the top right corner of your site as icons with your rss feed
  • In the menu of your site
  • On your contact page

You want your reader to know you have social media almost instantly, have it easy to access but not take over the page.

A call to action

A call to action is what is says – an action you want your visitor to take. If you are selling something then this is simple, the call to action is the ‘add to basket’ button.

However, if you are selling a service, then your call to action may be more complicated. If your aim is to have your visitor request a quote, then this is your call to action.

Whatever your call to action is, you need to display it in a non-obtrusive way. The following may work:

  • A high-impact button stating your call to action after a body of text explaining why they should click
  • An email sign up form which is also high-impact
  • A website banner which explains your call to action in the most simple and attractive way

Take a look at these examples from Wordstream for a handful of call to actions done well:

The general rule of thumb is to make your call to action stand out from all other content on your webpage. This is the main aim of your site so you want your visitor to notice it straight away.