Step-by-Step: Website Content Your Customers Will Appreciate

Ever been to a website to see opening hours, location, or specials, but spend way too long trying to find the info?  Yeah, we all have. But thank goodness we get an annoying pop-up to join a newsletter.

Well, there’s some easy fixes for your website content that will please your new and returning customers. Here’s a step-by-step guide to make your content clear, easy to digest, and ultimately, more effective.

Step 1: Give Customers What They Want

• Action: Place pertinent business information topside. Hours, location, and any specials or sales are great content for new and returning customers.

• Why it helps: This helps navigate customers to your business, at the right time, and with reason.

Step 2: Speak Your Customers’ Language - Be Clear

• Action: Imagine you're explaining your business to a friend. Write in a similar, straightforward way.

• Tip: Avoid overly technical jargon and complex industry terms unless your customers understand them or they hit in the details.

• Why it helps: Clear language ensures everyone immediately understands you and reduces confusion and frustration.

Step 3: Make Content Easy to Skim

• Action: Break up large blocks of text using headings, subheadings, and short paragraphs. Use bullet points or numbered lists to present key information, features, or steps. Bold important keywords or phrases to help readers quickly identify details.

• Why it helps: Scannable text helps customers quickly find the information they need without reading every single word; it respects their time.

Step 4: Guide Your Customers

• Action: Organize your content in a way that naturally leads your customer. Use internal links to connect to related information. Most importantly, prioritize your content based on time sensitive information, your customers’ needs, and frequently asked questions.

• Why it helps: A logical flow and helpful links create a smoother, more intuitive customer experience. It also serves your customers in a timely manner and gives them what they want and need.

Step 5: Prioritize Readability

• Action: Be sure your content, especially text, adapts to different screen sizes (phones, tablets, desktops). Text needs to be readable so use fonts that aren't too small or hard to read, such as dark blue text on a black background. Keep line lengths manageable to avoid long, unbroken lines of text.

• Why it helps: A readable-friendly approach ensures a positive experience for your online customers.

Step 6: Choose Your Words Carefully

• Action: Be mindful of the language you use. Be sure it's respectful and doesn't exclude any part of your customer base.

• Tip: Avoid biased or stereotypical language.

• Why it helps: If you create a welcoming environment, it raises customer engagement and broadens your reach.

Step 7: Keep It Easy

Customers don’t want to dig through your site to find what should be readily available.

In a Nutshell

To make your website content customer-friendly, focus on being clear, logical, welcoming, and most of all – easy. So follow these steps and turn your website from a tangled frustration machine to a valuable asset for your business and your customer.

- Patrick Baxter, Chief Creative, Baxter Branded inc.