What Clients Want to See On Your Website

Peter A. Liefer II | Posted: October 31st, 2016 | Updated: April 5th, 2021

We’ve talked about want you can do to instill more trust and credibility in your website, but do you have what it takes to stand out from the crowd? Here’s what your clients want to see on your website.

Imagine that you are walking along the boulevard, looking for a store that sells swimsuits as you forgot your swimming attire. As you walk along the stores, you see one that says they are selling swimsuits, but the mannequin in front looks disheveled and the windows are very dirty. You would probably ignore the store and walk on, right?

The same premise applies to the Internet.

In the vastness of the World Wide Web, your website serves as your storefront which you are using to attract customers in. you want to display your best products and showcase the best aspect of your business. If you give potential clients the impression that you are unequipped to handle their needs, then they would most probably leave your website and look elsewhere.

These things being said, it is therefore imperative that you provide a lasting, positive impression to your potential customers.

You only have six seconds to woe them to stay longer on your page – if they see something they don’t like within those six seconds, they are very likely to explore their next search result. Avoid having your potential customers leave the site without making a conversion by making them see that you are the right business for the job.

How do you do that? Here are several things you should put on your website.

1. Market your uniqueness

If you’re on the Internet, you are probably competing with hundreds, if not thousands, of competitors, all competing for the same chunk of the market. Among these competitors, there are probably dozens that are your fiercest competitors – that is, they are within the same location, your services and prices are within the same range, and you offer the same things to the potential customer. At this point, you would be hard-pressed to win a client if you cannot offer a unique aspect to your business, particularly if you have the same services and your prices are within the same range. To become more competitive, you have to emphasize your uniqueness and market what you offer that your competitor doesn’t. For instance, do you offer a money-back guarantee? Highlight your promotions and make them enticing.

2. Showcase your expertise

This means you have to provide a concise and compelling welcome page that gives your potential clients a clear idea of what your company offers. There should be no beating around the bush – give them a brief idea of your services, and how it can help them. Don’t write long copy that goes on and on and divulges too much information about your services – you have to keep some things to yourself! This, after all, is what makes you competitive in the first place. You have to strike the perfect balance of providing them with enough information that would pique their interest to work with you, without them leaving your page because you didn’t have the information you are looking for. Here’s a good rule of thumb: state your services, talk briefly about what makes it effective and why they need it, and back this up with your expertise. If you have a master wordsmith on board, you’ll have a compelling copy that would have your potential clients calling off the phone.

3. Be reachable

Which goes to this obvious point – you have to be reachable! There are many companies that just offer a Contact Us form that asks site visitors to leave their information and to wait for a representative from the company to reach out to them. While this is a good concept for creating a database, this can actually cause you clients, particularly those who have immediate needs for your services. How so? When people are looking for service providers, they want to talk to a person and settle all their inquiries as quick as possible. They want to be reassured that they will get the services they need when they need them. To solve this, give them a phone number they can contact, a physical address, or an email address. Giving them these options when it comes to contacting you can go a long way in terms of establishing trust and rapport with clients. If you’re worried that you wouldn’t be able to respond to them right away, then opt for a voicemail where they can leave a message. This reassures them that you would be able to respond to them as soon as you can.

4. Overall site appearance

However, a compelling copy or having multiple contact information would be a moot point if your website doesn’t look appealing. It has to exude a certain sense of professionalism, while at the same time appear unique and likable. Your site should have a good design and there should be a good balance of elements. What’s more, your website should be easy to navigate. Your visitors should not be lost trying to find one piece of information, and they should be able to find what they need with a single click. Have an organized layout so that the user experience would be pleasant and memorable. Don’t think that your website’s design doesn’t do wonders for you – when you’re in a very competitive industry, sometimes it’s the small things that would make a difference to your potential client. If everything else is the same between you and your competitor, then having a good and attractive website can leave a better impression.

Your website should be a reflection of your business as a whole. It says a lot about your professionalism, how you conduct business, and how you reach out to your clients. You have to make sure that the user experience is seamless, and that your website showcases your strengths. After all, having a fun and professionally-designed website can make the difference between landing a deal, or losing a potential client.