With so many sites on the Internet these days, gaining customer attention is all the more difficult. Statistics indicate that the average visitor spends just a few seconds on a website until they find a site that’s worth a detailed look.
So what is it that makes these sites stand out from the crowd? Understanding what customers expect goes a long way in improving the conversion rate on your website.
Information About Your Organisation
Let’s say you are in the catering business. There are so many catering companies vying for a share of the pie on the Internet. Visitors want to know more about your company before making a decision.
Your homepage should satisfy their curiosity about your journey so far, your present team, your area of operation (business catering, wedding catering, informal gatherings and so on) along with major milestones.
When you provide authentic information, your credibility increases and so does your SERP rankings.
Another important thing that visitors would like to know is how proficient you are. Considering the above example, provide details such as how many guests you can handle efficiently, how diverse a menu you can offer, the competence of your team or any other value-added services you provide.
Share just enough information to arouse curiosity and add a call to action so that customers actually contact you for a more detailed discussion.
Your Contact Information
This is a no-brainer but surprisingly many companies don’t pay much attention to the contact details. A one-line address or a simple toll-free number is hardly enough to add credibility.
Your website should include information such as your complete address, exact location (customers often opt for a business located nearby), telephone numbers and email address. Include a map to make it easier for online customers to identify your exact location before they make that call.
Comprehensive contact details add to the authenticity of your company.
Reputation plays a significant role in how customers perceive you. Your website should have showcase customer feedback and authentic recommendations that will convince prospective customers into choosing your business over others.
Other things you can do to provide social proof include a list of companies you do business with, references from existing customers or accreditations and recognitions such as awards.
When customers share personal information such as contact details or phone numbers, they would naturally want to know how safe your site it. This is especially true of eCommerce stores.
It is imperative that your site is SSL certified. Your URL should be preceded by HTTPS instead of just HTTP. The additional ‘S’ indicates you have invested in SSL (Secure Socket Layer) certification to provide absolute security to your customers.