It is no secret that people like to think about themselves. It is one of our favorite topics. That’s why it should come as no surprise that when a user visits your website, they are usually thinking about themselves, their problems, and how your product or service can specifically benefit them.
User-centered design puts the customer in the spotlight. It puts their needs, objectives and expectations at the center of design and content decisions in order to better engage and, ultimately, increase conversions.
As a business owner, it might be tempting to build your website and online marketing strategy around your company’s history, mission and accolades. But research shows that the most effective way to generate leads and improve conversion rates is to put the user and their needs front and center.
Here are three ways to implement user-centered design and content strategy through your website and digital marketing.
1. Identify your audience
When a user visits your website, they should feel like the site was designed specifically for them. By understanding your audience and specifically naming or referencing them at the top of your site, you are signaling that you offer both relevance and value to them.
In today’s digital age, attention spans are short and a user could leave your website within a matter of seconds if they don’t find the content relevant. Users want to know “Is this product for me?” The faster you can answer that question, the more likely you are to engage with the user.
2. Identify their problem
The No. 1 reason a user will visit your website is because they have some type of problem they are trying to solve. What end users really want to know is “How will this product or service make my life better?”
Your website should be your best salesperson, and a good salesperson first gets to know the customer’s needs and then talks about the product or service. Your website should do the same. By setting up the problem-solution framework within the website design and content, the likelihood of improving conversion rates greatly increases.
3. Don’t brag
While reviews and testimonials can be effective in establishing credibility and brand trust, don’t get caught up in trying to prove how great your company is. Users want to determine this for themselves and too much bragging can begin to sound sales-y and turn some users away.
Instead, keep the focus on the customer and how your product or service can benefit them. Try using “you” language instead of or in addition to “we” language. Emphasize the value you can offer as opposed to how great you are at offering it.
By following these tips you can create a website that increases conversions through a client-centered approach. These tips can also be applied to your mobile app, social media and online marketing.