Have you ever came across a company’s website and, after browsing for 1-2 minutes, you still don’t get what they do? How do they help their customers? It happens to me all the time, especially in the B2B space.
Brands spend significant resources and time building fancy websites with modern design and colourful themes. But when people try to read and understand how to benefit from a product (or service), they struggle.
Nobody has time to read through paragraphs of text and ambiguous words. In a world full of noise and clutter, your messaging should be as sharp as a knife.
Another example. A few weeks ago, I wanted to buy a new sofa. Like many people these days, I started online. After hours of browsing, I was (unpleasantly) surprised to find that over half of the products I checked out were missing simple dimensions such as width, depth or height.
In most cases, I simply browsed away to the next offer, but some sofas looked nice. So I had to: open the contact us page, find the phone number, pick up the phone, enter the phone number, call the number, wait for somebody to answer, talk with the rep on phone, hang up the phone. That was 8 steps and over 10 minutes wasted for me. Not to mention the cost of the call to the business. For a piece of information that I should get in 2-3 seconds.
Put yourself in the shoes of the customer. Walk back
the customer journey from the moment they read your ad or first find out about you and your product. Where do they struggle? Is it any friction along the way?
If you can’t have an educated guess, talk with them, ask them. As often as you need to. Again, the time spent doing this will be the best investment in your brand.