Talk To Your Customers: Getting External Buy-In For Your Website

06/18/2013 3 min read Written by Roman Kniahynyckyj

Say it ain't so inbound marketing pro! You've haven't read Jason's fantabulous e-book yet? I know, I get it - yes we certainly are all busy. Don't let this e-book pass you up though. It's delicious in its website planning goodness. 

Just like we did last week, we'll take a closer look at a portion of Jason's e-book in this post. This week, we'll focus on talking to your customers. Let's face it - the most important thing about your product or service is what the customer thinks. If they are unimpressed or feel your offering has no value, you and your company will fail. 

In planning a website - here are some key questions you should consider asking your existing customers:

  • What do you find most frustrating about our current site? Maybe existing customers would like their own custom login URL, or perhaps they dislike having to scroll so much to get to the content they usually need. Or maybe they are viewing your website blog on their smartphone more frequently and find it clunky on a smaller screen. There are many quick wins to be gained in website planning when you ask for customer feedback.
  • What would your ideal website look like? Your biggest revenue generating customers may primarily traffic one specific section of your site. Say you implement a particular type of software - your largest customers may frequent your services section or your FAQ section on implementation. Your planning discussion should consider the placement and functionality of these sections. 
  • When you think of our company what imagery or words come to mind? Hopefully your customers' answers don't include words the "sweaty socks" or "rotten eggs." But the answers you receive will speak to the essence of your brand and will be illuminating. 
Engaging your key customers in your website planning process will underscore how valuable they and their opinions are to you and will transform your relationship from a more transactional orientation to a true partnership. 

Download our How to Plan A Website That Works e-book for more ways (like card sorting) to engage your customer in your website planning process. 
Photo Credit: Dell's Official Flickr Page via Compfight cc
By: Roman Kniahynyckyj

Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.

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