Does your site suck?
Your website is, in most cases your most visited touchpoint, it’s often the most complete representation of your brand in the smallest amount of time and space. Look at your site as a critical asset, and build it around your customer’s needs, not yours.
Branding Before Breakfast Ep 11 Does your site suck? Websites are a critical brand experience
So here’s the thing. A lot of websites suck and nothing pains me more than going about my day and running into a bad user experience. And the thing is, it happens all the time. So I’m going to share with you my favourite and not in a good way. So eCommerce sites, when you’re buying something and they list a product as ‘assorted’. So they might have a pink scooter and they have a blue scooter, but you can’t choose which one you want. They choose for you. Now, I know that there’s a big push for gender neutrality but who is buying this scooter? Let me tell you, no one. Everybody wants to choose exactly what they want. We’re very demanding and very specific in our needs. So I’ve actually contacted companies like Toys R Us and Kmart and complained about this very problem. So their answer to me is, well, we can’t list them separately because they’ve got the same code. Let me tell you, I don’t care. Fix it. What you’re telling me is that you don’t care about my needs. You don’t care about my wants. You don’t care about me at all. And you mustn’t care about my money. Then that’s all I can say.
Your website is most likely your most visited touch point and it’s probably the best representation of your brand in the smallest amount of time and space. It tells me everything about you. It tells me your services. It tells me who you are. And it tells me importantly how much you care about me as the customer. So does your website suck? You need to shift your perspective. You need to think about it as a critical asset and you need to build it around your customers needs, not yours.
That’s it from me. It’s time for brekkie.
Written by: Jodie de Vries
Published: May 23, 2019