The 7 things customers want to know before buying online
Your website is like a showcase or business card for your business, with the difference (or the advantage) that it can be seen by thousands of people and not just by those who pass by your shop!
But what can you do to attract customers to your site?
Ask yourself the same questions that visitors ask themselves before purchasing.
- Who am I dealing with?
- Can this product or service help me?
- Why should I choose this brand?
- Does this company share the same values as me?
- Can I trust this company?
- What drives me to buy?
- Will the purchase be tiring or straightforward?
This article will show you how to answer these questions through your website and what are the most common mistakes to avoid. Check!
1. Who are my clients dealing with?
Even if you have a small business, your customers will trace back to you through different names: the name of the company, that of the brand, that of a product, your real name, that of your domain, or that used on social networks … to name them some.
A common mistake is to use different names in different places. This confuses customers, so we recommend that you use a consistent brand name everywhere. Even if your site is dedicated to just one of the many brands of the same company, your visitors need to know who they are targeting.
Think, for example, of the Fanta brand owned by Coca-Cola: on the Fanta website, you will always and only see the name Fanta (except for the text relating to the legal information in which the name Coca-Cola appears, for obvious reasons).
The obvious choice would be to choose the one most familiar to your customers between your company, brand, or product name. If you are a freelancer, we recommend that you decide right away if you want to be recognized by your name or if you want to create a new name for your business like casino online.
The most important thing is always to use a single name to give more transparency to your business and make yourself recognizable in customers’ eyes, even among thousands of competitors. A strong brand provides a clear image of who you are and doesn’t confuse customers, who can then focus on your product or service. Isn’t this just what you want?
2. How does my business benefit customers?
Your regular customers won’t need an introduction to know your brand, but new ones do. When a potential customer arrives on your website via a referral link, they must be able to find a good reason to stay and continue browsing immediately.
Welcome messages might have worked in the 1990s, but now both the internet and its users have gone further. Today’s websites welcome visitors with short, immediate introductions that go straight to the point.
These presentations work as an elevator pitch, so you have just the time of their duration to make your business known. So try to explain as briefly as possible what you do and what you can do more for your customers than for others. Do not exceed three presentation lines (and do not cheat using tiny fonts!) Or 50 words, you will have plenty of time to explain yourself better on the presentation page.
Usually, customers care about understanding what your product can do for them. They may also be interested in your entrepreneurial journey, mainly if you’ve managed to get their attention to your product or service, but remember that at first, they need to know that you can help them. So please don’t go too far with descriptions that talk about you, but explain to new potential customers what you can do for them.
3. Why should customers choose my brand over another?
Regardless of the business, we are all part of an industry where the competition is fierce, and there will always be someone offering the same thing.
How many photographers, make-up artists, consultants, or yoga instructors will there? Lots of sure, but none like you!
When talking about yourself, go into detail and don’t rely on generic and trivial descriptions. You are much more than just a yoga instructor or a regular make-up artist. You are that yoga instructor who knows the needs of new mothers well and offers courses for mothers and children, and you are that make-up artist who can turn anyone into a superhero!
Do you understand what we mean? Suppose you indicate the name of your brands like the best online casinos or your professional qualification. In that case, your visitors will never get to read those qualities and characteristics that make you unique, and that can lead them to choose your business over another.
Not sure what to write? What good are positive reviews for if not this? Here’s how you can win over your visitors using positive feedback:
- Share testimonials from other customers
- Add customer reviews to products
- Back up your claims with research, hard facts, and statistics
Thanks to this information, you can also transmit your values to those who have chosen you; besides what makes you unique, you will also appreciate what comes naturally to you.
4. What are the values of my company?
Each company has its own specific identity; the more clearly this will be expressed, the easier it will be to attract the right customers to your site.
Let’s take a company like Barilla, for example. They are not just pasta makers; their values are displayed in everything they do.
Trust is essential, and no customer will decide to spend their money if they don’t trust you. People want to know who they are buying from, and if you can win them over with your values, you will have won them over from an emotional and more intimate point of view.
If customers are proud of doing business with your company, they will trust their purchases and tell their friends about you. Word of mouth is always the best advertisement!
Establishing a relationship of trust is positive both for you, who will continue doing what you believe in with new motivation and for your customers, who will be sure that they can count on someone who cares about them.
Many make a mistake by choosing a funny name or a play on words and building the brand’s identity around them. Puns are excellent, but your identity has to be based on something more concrete. Imagine your brand as a person: that person might be an ace at puns, but his identity goes way beyond that.
5. Why should customers trust my business?
You know you are good at what you do, work hard and well, and know that whoever comes to you makes the right choice.
So why not say all these things on your site so that new visitors can get to know you right away?
Would you go to a company if their website was full of misspellings? Most visitors would find it unprofessional. It would seem that the writer doesn’t care that much about the reader. If this company doesn’t care about having a good site, why should it be interested in working well for its customers?
To make a good impression, it is essential to follow the basic grammar rules regarding spelling and punctuation. The details make the difference between a professional website and a makeshift one.
There are so many writing tools available that you don’t need a degree in literature to write the texts for your site. Maybe you can ask a friend who is passionate about writing to help you contact a professional proofreader, but whatever your strategy, always stick to the 11 golden rules for writing your website content.
What can drive visitors to buy?
A new visitor comes to your site, sees your products, and is fascinated by what you do. So far, everything is perfect, but what happens next? How can I convert this visitor into a customer? How can I get him to buy or contact me?
Your website should answer these questions clearly and on one page. Becoming a new customer should be the easiest thing you can do on your site!
Each site must be equipped with suitable measures for the type of activity.
In the case of a restaurant, visitors should be able to book through a dedicated page, while if you are a freelancer, you should prepare a contact form through which potential customers can request a quote. Do you sell your products online? Then, in this case, each product page of your online shop should facilitate the purchase.
Is the purchase on the site easy or complicated?
If you haven’t done so yet, it’s time to create a page solely aimed at converting visitors into customers. This is a page for those already interested in purchasing your products and who want to do it as quickly and efficiently as possible. Once this page is created, make sure its link is present on any other page on your site. In this way, visitors who decide to buy can easily click on the right page.
The information on the small business website isn’t all that different, so how you present it is essential to winning over the competition. Don’t worry; you don’t have to look for something extraordinary and innovative at all costs: use our advice as a starting point to answer all the questions your customers ask and attract them to your site.
Not sure about the clarity of your site? Show these basic questions to other people and ask them to point you to the texts and images on your site that answer them. If these people can find this information quickly and easily, your customers can too!