Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Is Your Web Site Talking to Your Customer? > NetSparsh - Viral Content you Love & Share

Is Your Web Site Talking to Your Customer?

A while ago one of my clients approached me and mentioned that they were experiencing a serious problem with customer registrations (obtaining customer names and e-mail addresses), on their web site. They still had a lot of traffic, but were finding that the ratio between traffic and registrations had been dropping steadily.

H'mm, click-thru conversion rate I immediately thought, being the clever fellow I am. Or..., maybe product description? Or..., benefits?

Now a little step back: The product this company sells is very popular, especially within the higher middle income bracket and above, in this country. The company decided to also start selling this product on-line a year ago and the web site immediately attracted considerable traffic from inception. The subscription rate was never really a problem as everyone wanted to know when new product ranges were to be released. The Marketing Director was also always very careful to follow the basic rules of internet marketing.

So what had gone wrong ?

Back to the present: I decided to have a quick look at the web site before meeting with the Marketing Director. O, dear: Horror upon horror. The company had gone and changed the copy on the site.

I must say that I was very impressed with the great graphics and graphic functionality on the web site. One could do incredible displays with the product. And the technical descriptions of the product - something to die for! For the first time I now knew precisely what materials were used in the manufacturing process, how long items spent in various stages and that some material originated from space research. Wow, to die for!!!

So what?

Where were the benefits? What was in it for me as a customer?

Worse was still to come:

This web site was boring the heck out of me as a customer!

This web site was talking down to me!

Woe is me! I felt terrible - like an idiot, after working my way through the site (this talking down business really made me feel stupid), but manfully prepared for my meeting with the Marketing Director and sallied forth with my trusted colleagues called What, Who When, Where, How and my trusted right hand Why.

During the meeting it transpired that due to a number of technical queries the company received via the web site, they decided to revamp the site. The new site was to be more technically orientated to cater for the technical customers.

Aha, my trusted colleagues said. And what percentage of your internet customer base is technically orientated. And what are you actually wanting to sell - and to whom - and what do they want. Turned out that the company did not actually know what percentage of their customers wanted technical information. It was not a huge amount of people though. Turned out the company had not done any market research to determine this change. Turned out that someone had had a bright idea and changes were made without any research. Turned out the company tried to tell customers what the customers should want and need. Turned out the company ignored their customer.

H'mm - what did the company and I learn from this... again.

Sell the benefits of the product to the customer. A customer lands on a site - the customer has certain needs, be it hidden or overt. You need to satisfy those needs. This first question a customer asks is: What is in it for me ! Does this satisfy my need(s). What benefits are there for me ?

What my client did was to show the customers how clever the persons in the company is. It is the worst one can do. It talks down to the customer - look how clever I am !!! Let's talk about me, me, me and when you get tired of me, we'll talk about myself and I. What about the customer ? Rather talk about the customer - how this would meet his or her needs. How this product would reward all the hard work, be a status symbol to show off, how this product would save time.

Something else: This web site was downright boring. It did not talk to a person - in fact it was dead. It did not draw attention. Oh, attention - let me go down that track for a second. You want attention - you want a web site that talks to the customer. Ha - that means one has to constantly update content(copy) on a site. That is work that costs money.

Well, well, well, my colleagues say. Are you aware that the typical web customer reads/surfs about 20 to 30 sites per day. Are you aware that when a person is looking for something, they scan through a site. Are you aware that if you do not catch their attention with an attention grabbing headline you are going to lose them. Are you aware that you have between 10 and 20 seconds to grab their attention.

Your site must talk to your customer. Your site must grab the attention of the customer and you have between 10 and 20 seconds to do that. And what about keeping the customer coming back. That is a topic for another time, I think.

Back to my client: We compromised on a site that follows the principals I stated above, but also have a Technical area for those that wanted it. We built the site again with new copy.

Copy that addressed the needs and wants of customers.

Copy that was written from a customer's perspective.

Copy that sold benefits.

Copy that connected to customers as friends.

Copy that emphasized the "you" word and minimised the I/me words.

Copy that talked, connected and made the site talk.

And my client:

They are happy - their web site talks to their customers.

And the conversion rate:

Not going to tell you what it is, but it is high again and higher than before - for the moment, my client loves me.

And what is in this for you, dear reader:

Just one thing: "Make your web site talk to your customer"

Leon Williams runs eBusWiz and is "Actively living his dream". More articles can be found at: http://www.ebuswiz/blog

More information at:

and articles at:

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at

Coinpedia (press release) (blog)

Top 10 Crypto Web Development Company
Coinpedia (press release) (blog)
After the emergence of the first cryptocurrency in 2009, a chain of reactions started leading to the growth and development of the cryptocurrency industry. Here we are listing the Top ten companies that are leading in cryptocurrency web and application ...

Huddle Today

Zwebra Web Development Company Shares Experience After One Year In NB
Huddle Today
“Founded in 2009, Zwebra specializes in custom web design, application development and digital marketing. Today, the company has four people working in offices in Saint John and Moncton and more than 20 specialists working in the office back in Ukraine.

Business 2 Community

4 Ways to Ensure Effective Web Development
Business 2 Community
When it comes to building a new website, many businesses choose to focus predominantly on the design aspect of the project when approaching agencies to carry out the work. Whilst design is a vital part to any web development project, there are a vast ...

Customer Think

Know about the current trends in web development
Customer Think
In case of web development, you may have probably heard that the only constant is the change. It is an industry-defining statement as web development keeps on changing. User expectations are evolving rapidly, and it is quite essential than ever before ...


Pay What You Want for this Full Stack Web Development Bundle
Today's highlighted deal comes via our Online Courses section of the Neowin Deals store, where you can Pay What You Want for the Full Stack Web Development Bundle. The world's best developers are Full Stack developers. Here's 122+ hours of ...


WebAssembly, JavaScript links get faster in Firefox
Mozilla's latest beta version of the Firefox browser, Firefox Nightly, makes calls between the WebAssembly binary format and JavaScript faster, so it is easier to combine the two languages. WebAssembly can serve as a companion to JavaScript in web ...

and more »

Website Development Company, Lounge Lizard, provides 4 Keys to a Good Link Building Plan
PR Newswire (press release)
NEW YORK, Oct. 10, 2018 /PRNewswire/ -- Lounge Lizard is globally recognized as one of the top website development companies within the web design and development industry. Lounge Lizard's brandtenders are creative, tech-savvy, and passionate in ...

and more »


New Portland program focuses on coding and web development
In an effort to meet regional demand for web developers, the UO will offer a new 24-week coding course in Portland starting this January. The University of Oregon Coding Boot Camp is a part-time program is geared toward adult learners and working ...

and more »

Which are the best tools for front-end web development?
They are not really front-end development tools but essential for monitoring your site as far as a user is concerned. Everything may work locally on your desktop but could possibly have online problems. Their suggestions and help pages are also good.

Chicago Business Journal

Sun-Times partnering with Vox Media for website development
Chicago Business Journal
New York-based Vox Media is coming to the rescue of the Chicago Sun-Times. Vox and the Sun-Times announced Thursday a new partnership to redesign the Sun-Times entire website — top to bottom.

and more »
Google News

Search Engines and Customers Want Focused Web Site Content

How do you decide on the content, products and or... Read More

Streamline your Business Website with a Content Management System

I talk with so many people who have small businesses... Read More

FREE Amber Alert Tickers for Your Website

Project Safekids provides webmasters a valuable tool which could save... Read More

Three Way Linking - Webmaster Strategy

Three way linking and concerns.For many years SEO experts were... Read More

CPanel Fantastico - Features and Benefits

Fantastico is a 3rd-party cPanel add-on and can be purchased... Read More

Achieving Differentiation With Your Website

Internet Marketing is not a miracle marketing strategy ? competition... Read More

How to Maximize the Value of Every Visitor to Your Website

While most marketers are beginning to understand the critical importance... Read More

Dreamweaver 8 Preview

August 8 2005, Macromedia announced a release of Studio 8.... Read More

Warning: The Truth About Having a Web Site!

If you don't have a web site yet, are thinking... Read More

Ecommerce for Beginners

Like most average persons, I wanted some extra money to... Read More

How to Create Sizzling Sales online

"Don't Sell the Steak, Sell the Sizzle."Have you heard of... Read More

Learn to Build a Better Online Business Website Using Keywords and Content

Are you aware that 90% of the websites on the... Read More

How Did You Get Here?

When marketing your website, it's important to know which of... Read More

Nonsense! Why Do I Need a Website?

"I don't sell anything online, I don't advertise online, in... Read More

Link Trades That Waste Your Time

Never has competition been so difficult in the Internet world.... Read More

Build a Strong Foundation for Creating Your First Online Identity ? Notes for Beginners

If you are looking for creating your online presence you... Read More

The Topic Of Your Website

The first thing you will have to deal building your... Read More

Getting a Web Site Can Be Fast, Easy, and Inexpensive When You Know Your Options

So what do you do if need to get a... Read More

What is The Google Toolbar?

No matter what browser you may want to use, you... Read More

Web Success Secret - Keep Your Visitors Interested

Visitors to your site come looking for information or solutions... Read More

Top 5 Reasons to Track Your Website Traffic

#5 User Satisfaction: Learn what your visitors and site users... Read More

PIM Team Case Study: Creating Text Effects With PHP and GD

See how you can create graphic effects on text with... Read More

Website Imperatives and Solutions

When you take a look at the most visited sites... Read More

Duplication vs. Individualism

How can we add Word Rich Content to our Websites... Read More

Why to Have a Website for Your Company

After having decided to start a business, the next thing... Read More