As the web developer on a site it matters a bit what I think across a whole range of areas. After all, I’m the one with the usability experience, marketing expertise and general web knowledge.
But when it comes to what content to have on a page it doesn’t matter too much what I think.
And the reason is simple. I’m not, usually, the target market of the web site.
Develop According To Your Visitor’s Needs & Wants
The content of your web site must be developed according to what your target market wants to see. No good talking about the great colours of your product, when all the client wants to know is “Is it compatible with my PC/Bookshelf/iPod/Green Jacket/Whatever?”
So developing an effective web site is about knowledge. And knowledge comes from research, asking questions and putting yourself in your customer’s shoes.
Only then can you get the right information.
And then there is information delivery…..
- If the visitor is over 40 years of age you need to use a bigger font.
- Does your typical visitor learn best through reading, listening (maybe a podcast??) or viewing video on your site??).
Taking the time to find out provides great results. One of our sites has a massive 13% conversion rate (up from the usual 2% for the site) because we deliver the right information the right way.
And that has a tremendous effect on the bottom line.