In business we have to communicate all the time, both internally and externally. Your company’s website is your opportunity to communicate your key messages to your next customer. Your website speaks for you 24/7/365 – whether you like it or not. If you don’t look critically at your website messaging you might be sending out the wrong message.
I always suggest client have their content written professionally. A good journalistic style without fluff and to the point will result in more enquiries in my experience. Since most business products and services are now researched online your potential customers already know a great deal about your business before they contact you. The question is are you controlling the information they are learning about you effectively? It will certainly make the difference to whether you get the phone call, email or the order.
Clickingmad does a lot of useability testing – we find out what customers they think about the respective website; how it works, whether the conversion rate can be improved by monitoring – very carefully, what people do on the website. If you know which pages they like and which they don’t you can make progressive changes to your website.
Understanding what your web visitor is doing can help in many ways. This is key information when deciding how to measure the success of your website overall and to help you decide how to improve the results.