See Your Website Through Your Customer's Eyes

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Hi reader,

People always want to know how to get more traffic to their websites. But traffic isn't the whole story.  

It's not just about getting people to your website, it's about getting the right people to your website. And doing that all starts with website architecture.

This is the biggest mistake I see. Business owners often structure their websites in a way that makes sense to them but is confusing to search engines and their potential customers. 

The problem is, you're too close to your own business. You need to step back and think like your customer.

Today’s advice to grow your business

Think like your customer when structuring your website.

You know your business inside and out, so you naturally want to organize your website in a way that reflects your internal operations. But your customers don't care about your internal structure. They're looking for solutions to their problems, and they expect your website to guide them to those solutions quickly and easily.

Let's say you own a furniture store. Your first instinct might be to categorize your inventory by material, like this:

That makes sense from your perspective, organizing your stockroom and inventory. But it's not very helpful for customers. If someone is looking for a new sofa, they have to sift through a long list of all the "Upholstered Furniture" to find what they need.

Instead, you might structure your website based on rooms, like this:

See the difference? In the second example, the website anticipates the customer's needs and guides them directly to the furniture they're looking for. The key is to make sure your website lines up with your customer’s buying journey.

Here’s how this will benefit you

Get found more easily by potential customers.

Structuring your website in a way that makes sense to users also makes it easier for search engines like Google to understand. 

Search engines use bots to crawl your website and analyze its content and structure. A clear, well-organized sitemap helps these bots understand the hierarchy of your pages and the relationships between them.

This, in turn, can improve your visibility in search results, making it more likely that your website will show up when potential customers are looking for businesses like yours.

Help customers find what they need on your website.

If someone can’t find what they’re looking for right away, they’ll simply leave your website. And that's a lost customer, a lost sale, a lost opportunity.

An intuitive and logical structure leads to a smoother, more enjoyable experience for your customers. They'll spend more time browsing your products or services, reading your content, and learning about your brand. This increased engagement translates into higher conversion rates and more sales. 

Your first step

Review your current website and see if it's structured in a way that makes sense to your customers.

Put yourself in your customer's shoes. Can you easily find what you're looking for? Is the navigation clear and intuitive? Does the structure of your website guide you toward the information you need? Are you using the same language your customers would use to describe your products or services?

If not, it might be time for a website revamp. Think about the different ways your customers might approach your website and reorganize your content accordingly.

This might seem like a big undertaking, but I promise it's worth it. If you're not sure if your website is doing its job, just hit reply and let me know – this is what Vervology does best and we’d love to help you.

Best,

Jono

P.S. Know any other business owners hungry for growth? Pass this email along and tell them to subscribe for more actionable advice.

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