If you’ve ever had to attend your high school reunion or happened to be out and make small talk with a stranger, there is one question that almost always inevitably comes up: “So, what do you do?”
As simple as this question may seem, it is much deeper. By asking, ‘What do you do?’ you’re not just asking that person where they work – you’re asking them to define themselves; How important is your position? How much money do you make? Are you a person of status and influence? How educated are you? How much progress have you made from the time I met you, until now. These are some of the questions we ask internally, masked behind that simple question – which should be appropriately re-worded into: “So, who are you?”
It’s no different when new potential customers arrive at your website. Yes, they are ‘potential’ because they haven’t committed to anything. They’re waiting for you to woo them. These potential customers may be impressed with the graphics and the imagery, they may even be excited by the video you uploaded – but they’re still asking, “So, who are you?” People want to know who you are and what you’re all about. You could have a state-of-the-art website, but if it lacks the ability to answer those fundamental questions, it’s not relevant; and where there’s no relevance, there’s no value.
ITW Consulting Cop. has always focused on the substance of a project and invests an incredible amount of time and talent into conveying a concise message on our clients’ websites for their customers. Whether it’s creating a website for an established accounting firm or a well-known restaurant chain, we believe ‘content-is-king’. Providing the vital information through necessary mediums is essential; users should be able to navigate the site easily and attain the desired information with any hiccups.
When creating your website, think thoroughly about what you’re all about and what you want your site’s visitors to walk away with – and then work backwards. It’s important to make first things, first. What are we all about? What is our mission and statement? And, once you have a firm grasp on that, think like your average visitor: how would they typically navigate your site. You would think this would be common sense, however, with the ambition of just getting users to your website, content structure and relevance can often take the back seat to the ‘wow-factor’.
Bells and whistles are great, but if the only thing they create is noise – and not information, you can do away with that. Your customers want to know what your product or service is and how it will benefit them. This is your chance to make a great first impression. Your time is valuable. Your customer’s time is valuable. Don’t waste either one. Remember, we’re always here to help.