Guest article by Julie Morris from juliemorris.org
Today’s customers are busier than ever before. Unfortunately, many small businesses struggle to meet the demands of these time-strapped consumers. You can drive customers away with something as simple as a poorly designed site or a slow customer service response. To compete with big brands and please those busy clients, you may have to make a few changes.
Optimize Your Website
An outdated, slow, or poorly designed website is going to repel customers. Nearly 50 percent of customers expect a web page to load in two seconds or less. Since mobile users will make up about 70 percent of your web traffic, ensure your site works flawlessly on any device.
Website load times are affected by large files, excessive plugins, inefficient code, and poor server quality. To avoid these issues and ensure fast load times, host your website with a dependable company. SiteGround, for example, is a popular option among small businesses for offering a variety of tailored hosting options from affordable WordPress plans to dedicated servers. Many SiteGround plans even include a special content delivery network (CDN) for increasing page load speed.
Invest in Snappy Website Copy
It’s crucial for visitors to learn everything they need to know about your business as quickly as possible. On your home page, let visitors know who your business is for and why it can benefit them. This is known as your unique value proposition. You need to describe how your product solves a problem and why customers should buy from you over your competition. If you need help, check out these effective unique value propositions collected by WordStream.
Most website visitors will not take the time to read everything on your homepage, so it’s important to make all the content on your website scannable. Use short paragraphs, headings, bullet points, and lots of white space. You may even want to design some infographics to attract busy website visitors to your most important information — use these tips from Neil Patel to avoid common infographic mistakes. You can do all this writing yourself, but you may see better customer conversion rates if you hire a professional copywriter.
Streamline Customer Service
When a customer reaches out to a business, they expect a lightning-fast reply. This is especially true for social media inquiries and complaints — Twitter users expect companies to respond to their comments within just one hour! If customers don’t get the support they need in a timely manner, they’re less likely to recommend your business to others or shop from you in the future.
Fortunately, it’s often easier for small businesses to provide quick, personalized customer service than it is for established brands. So, respond to customers as quickly as possible; if you have trouble handling this on your own, hire a customer support representative. Make sure to answer your customers on the same channel that they first contacted you, and don’t ask them for information they have already provided to you or another customer service representative.
As your business grows, continue to assess your customer service approach and ensure your website can handle the increasing traffic without slowing down. Nearly every customer is short on both time and patience, but if you cater your business to busy customers, you’ll be able to satisfy a large portion of your audience.