🍿 You know the deal now and if you don't where have you been? To catch up you can find parts 1 & 2 here.
Part 1: https://ampersandstudio.uk/psychology-of-a-website-part-1-of-3/
Part 2: https://ampersandstudio.uk/psychology-of-a-website-part-2-of-3/
A quick reminder of what we're trying to achieve:
➡️ Imagine your website is a customer service desk, would you be happy with how it performs?
A couple of days ago I introduced Sow What? A garden services company getting it wrong. Today I'm introducing Shear Perfection who show how it should be done.
Let's get serious for a moment:
❌ Overly complicated headline!
❌ Use of big words believing it makes you sound like experts!
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✅ Simple, to the point, headline. Use language that you'd use face to face. Remember just because you understand the technical terminology it's unlikely your customers will.
❌ Pages that just have large paragraphs of text that lack engagement
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✅ Short paragraphs, broken up with bullet points that are easy to read. Include imagery and videos to make the page engaging. Create sections to the page so the readers brain can just focus on small chunks at a time and not become overwhelmed.
❌ Important information and answers missing from the site
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✅ Don't keep information to yourself. If your customer service desk would hand over the information then include it on your website. Remember people searching the internet are looking for answers to questions so give them the answers. FAQs are a great way of doing this.
❌ The belief that potential customers will happily pick up the phone or submit a form to find what they're looking for.
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✅ Don't try and force an interaction too soon. Just because you have a great conversion rate, once you get to speak to someone, don't ignore those that aren't ready to engage yet. Make sure they have enough information to want to come back when the time is right.
🌟 Additional bonus points for demonstrating authority and trust. Reviews and testimonials are useful in showing how well your company is valued but nothing beats real life case studies. Talk about the problem you were challenged with, the solution you came up with, problems you had to overcome on the way and what the result was from your perspective and the customers.
👨🏼💻 Google will also see your case study and recognise your authority in the area which will help with SEO too! Why not add a video blog of a project to make it engaging too!
🫵🏼 Go back and review your site again now. Who is it targeting, does it include all the relevant information you have sat at your customer service desk, have you written your pages just for SEO or for the potential customer too❓
Whilst the videos have been fun to make and have hopefully spread some joy I hope they have also opened up the world of psychology and how it should be used on websites. Your website should be on your payroll so make sure it's as well trained and as knowledgable as your sales and customer service team!