July 30, 2010 Michael Bickerton
The most obvious step in building your website, or online presence is to ensure you define the purpose of your site. In order to determine purpose, you then need to first determine the “Who”. Who is your customer, and why are they coming to your site?
Most sites prior were built with old thinking signware or brochureware (was the term), where you (your company) make statements about what you did, how you did it, with lots of information and links that provided no real value to the customer. Sites were built to speak to the CEO more so than the customers. During this phase, it was all we could think to do, as we treated online the same way we treated the more traditional offline marketing.
Today, as your digital agency, we think the best approach is to define your customer, his or her likes, dislikes, and goals. Developing a typical customer profile is really the best process and will impact all your marketing strategies. Defining your customers will allow you to define your customer needs clearly and ensure that your website meets those needs. Really get to know your customer.
Your customers will be able to sense your website was built for them, as it will be user friendly, it will allow them to quickly accomplish their online requests with simplicity and clarity. While all this may seem simple, most sites are not produced with the customer in mind. If you want to create a fantastic online experience, start with “Who are you”, and build out your online presence from there. Getting to know your customer first will help your website in the future.
Michael Bickerton, Raven5 Ltd, July 2010