Have you ever walked into a conversation with acronyms and industry-specific references? In those moments, those in discussion might as well be speaking a foreign language. So often, websites are full of industry-specific language. The thought behind this is to be the expert to the prospect (or there genuinely isn’t any thought given to the content because you understand what you’re saying), but often, it leaves the client unsure of what problems you solve and if you can help them with the problems they have.
Your prospects shouldn’t need a decryptor in order to read through your website. Even if you need industry-specific terms throughout the site, consider who will be looking for your information. What kind of language would they use? What terms do they understand? Ask a trusted colleague to review your site and share what doesn’t make sense to them.
Photo by Oladimeji Ajegbile
Your Audience Doesn’t Know They are Your Audience
For better or for worse, users will make a split-second decision on whether or not your website is for people like them. Everything from the pictures you use to the fonts and colors on the website to the client/accreditation logos throughout the website will help them quickly decide whether or not they are your target audience. If your website implies that they or not (or leaves them wondering), they will likely abandon your site in pursuit for someone who does work with people like them.
Take a look at your website with fresh eyes. Before you read through the content, look at the colors and images throughout the home page. Who seems to be the target audience? Does that align with who you want the target audience to be? Even better, ask someone unfamiliar with your business but with a good “design eye” to give their initial reaction.
Photo by Lukas