Website strategy to enhance customer experience

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There is usually much to say and put on, but it has to connect with the audience, contribute to retaining customers (ie revenue, conversion and interaction) and ultimately lead to a positive return on your investment.

It has to be fresh, current and easy to read for your customers. You have to make sure you monitor it from time to time in case there is something wrong, which you need to attend to with immediate effect, not waiting for a complaint from a user.

Web design pointers

Here are some things to keep in mind when organising web content to tell your story and present it in an attractive way:

• How specific and relevant is your content? Sometimes it's very easy to divulge all you can into your site and have pages of content that confuse the customer. If you see that many of your pages are not being viewed by those who visit your site - it may be time to relook at them.
  
• Length of your content on the page? If your customer has to scroll down several pages to get to the content that matters to them most, you may need to make it a separate page completely or filter the content down to get to the point. Keep the sites loading time in mind when outlining the content. Do not overload the page information.
  
• Simplicity in your navigation? If your customer is viewing information that is relative to other content, make the navigation consistent for that section so your customer can find each piece of information in one click. Keeping your menu simple is also ideal for easy navigation.
  
• Can you place some of your content in video form, pictures or graphical illustrations? These methods can often be more compelling than written word. If you can use video, have you considered utilising YouTube, Instagram or other social media platforms?
  
• Make your social media platforms visible especially on the homepage. Social media facilitates customers with easy and almost immediate access to your business. It is important to always have someone allocated to manage these platforms because people are continuously giving feedback on these platforms (Twitter, Facebook, and LinkedIn). Do not keep customers idling.
  
• Finally, it must be mobile friendly. Many people use their mobile phones to access the internet so it is necessary to create a mobile optimised website.