RISE #40: What Consumers Expect When Visiting Your Website

Consumer Expectations

In 2010 (and beyond), consumer expectations for your website are changing.

What do they expect to see? What is becoming the norm or at least the minimum standard?

This episode was sparked by Gary Vaynerchuk who discussed in a great video about consumer expectations now with social media (which is of course very important).

Consumers are now EXPECTING companies to be interactive and social (at the very least responsive).

But, what about your website?

Are you forgetting about your home base?

Not only has web design evolved, consumer expectations of what they want to see on your website has also evolved.

The One Way Website Is Dying:

Here are a few ways to catch up:

1. Social - Even the most boring brands in the world are becoming social. Can your social accounts be found simply? (No reason to be scared that people will “leave your site”. Instead realize consumers might want to interact on their turf which could be Facebook, Twitter, etc.).

2. Interactive – A 2-way street. Creating or curating content. A blog. Comments. Feedback. Contests. Flipping that darn bullhorn around.

3. Video - Online video is becoming expected. Especially since it gives your brand a face and a unique personality (mentioned below). It doesn’t have to be Spielberg-quality as long as expectations are set (For example: “Hey everyone, here are some underground videos.” That one line will let people know not to expect a $1,000,000 production)

4. Personality – Corporate speak is so 1997. Liven it up a little bit. Whether you make people laugh and/or think, spice up your website with a little personality. Take off the tuxedo.

What do you expect?

Feel free to leave your thoughts and your website below. As usual, we can all value from the discussion.

And Always A Big Thanks To Our Local Presenting Sponsor Making RISE Possible: Johnny Londoff Chevrolet

Just for being a RISE viewer, you get haggle-free, supplier pricing whether you are from St. Louis or anywhere else at Johnny Londoff Chevrolet. A great guy really getting into online marketing and relationship building. Plus, make sure to check out my interview with Johnny (who is quite the character) and has some great advice for building your business.

Share:

Comments

Kim

I have a different sort of problem. While my websites need updating the issue is whether or not to put them on one site. I have my company website, www.thekimbroagency.com, then I have my newsletter website, www.trendcites.com, then I have my blog, www.trendbites.com and now I have the website of the consumer products co. I am just now launching. www.formybff.com. The last one got thrown up quite literally so is just the barebones but the launch just happened and it's been in limited review. The newsletter one needs to be more interactive but that's why I created the blog. The kimbro agency has faded to the background but it should be understood it is the parent co who does project based product launches for other companies. Obviously my services have evolved over time, the nature of each one of these bs. has changed over time, so I have been relcutant to put money into anything until now.

I am putting video on the blog....so would you suggest in a redo having them all in the same spot with domain names pointing to the same server?

David Siteman Garland

Kim-

Great question and thanks for sharing.

I think it might be worth considering pulling everything together assuming your audiences are similar and getting a crisp, simple, professional redesign.

You could always make the Agency page something simple that directs someone to the over sites.

Kim

Thanks, David.

The pet products company is a larger audience, consumer too vs B2B.

The co site is almost 8 years old and did the job until now (well is overdo), but the blog pulls in more than the co. site as a rule, right so that's where I've put my own marketing energy for reach, for emailings, on CV's, etc. plus it's my connection through Twitter.

That's my dilemma, I've seen it done both ways (re competitors) where the company is the primary site and you get sent to the blog or the blog is the primary site and the services the company offers if prominently display (which my blog doesn't do).

Thank you for bringing the subject up. With the creativity going on now online, it is definitely time for me to create the sites for today's online activities.

David Siteman Garland

Kim,

I think you answered your question :)

Build from the biggest traffic-receiver on out.

-D

Kevin Cottrell

Great video and suggestions David. We've added social sharing, etc to our website http://www.stlouisrealestatetoday.com/ and blog http://blog.stlouisrealestatetoday.com/ sites. Video is coming next. We've already added some video elements using YouTube - check out the Property Gallery and related links from the detail on any example listings on there. More video coming in 2010. Love to get some feedback.

David Siteman Garland

Awesome stuff, Kevin. Keep rocking with the content!

John Bowen

Good advice here . Thanks

David Siteman Garland

My pleasure John.

Mike Stenger

I can't see the video David ;-) LOL Just kidding man...

Awesome points! I think having personality is becoming more and more important in this increasingly social and interactive age. If you're dull, boring, or all professional, all the time, it's going to be hard for you to build anything.

Just like in everyday life, we are attracted to different people. Same thing here. And that attraction really starts with the personality which then gets into what you're saying/doing (your content).

David Siteman Garland

Mike - Too funny.

I 1000000000000% agree on the personality. So key. And of course different personalities will resonate with different people. The only guarantee is zero personality with resonate with nobody.

Martin

I tend to follow the old Web 2.0 ten-second rule: as a customer looking for a service or product there's a mental checklist of attributes I'm probably looking for. If I can't get a good portion of the checklist "checked off" in ten seconds, I may move on. The initial page should get answer the big question immediately (who you are, what you offer in broad terms), and allow easy drill-down to more specific checklist items (pricing, availability, etc).

Your points round out that 'easy drill-down portion' of the equation. Allow the visitor to access information about your product in the manner they're accustomed to.

David Siteman Garland

Martin - Very well said. People click away in half-a-heartbeat.

newchaz64

Great episode! I'd love an opinion on the New Line Theatre website -- http://www.newlinetheatre.com -- we're going to create some videos related to our next show, so hopefully that will be up on our site in the next week or so... and hopefully we'll keep it up for future shows... :)

David Siteman Garland

Nice! Question: Did you mention a new website is going up soon?

newchaz64

Nope, we're not putting up a new site, just planning to add videos soon...

David Siteman Garland

My honest opinion is I believe the site needs a redesign.

While I appreciate what you are trying to do:

-The graphics/fonts are not consistent.
-There is wasted space at the top of the site.
-The concept needs to be brought together a bit better.

A crisp redesign with the user in mind. Meaning what is the ONE thing you want them to do when they come to the site will be critical.

Brian Gunderson

Thanks for the video, David.

I agree wholeheartedly with the video and personality suggestions. I personally am not looking for all types social media on some of the web sites I'm looking at online. For example, I am not going to join the Facebook fan page or Twitter feed of my medical care provider. But I might be interested in seeing a blog from them. It's not a one-size-fits all with social media. That said, for entrepreneurs, getting a following on any type of social media is key, so your point is well taken.

David Siteman Garland

Brian,

Some very good points and I think this is reason enough to do another video.

Because on social media most people (I think) look to connect with:

-Content that will help them in one way or another.
-Things that interest them.

So for example lets talk about something a little less sexy like a medical care provider.

Something that probably doesn't jump off the page to either one of us to follow.

They would have to be REALLY clever and make sure to give a VERY strong reason why. Example: "Follow us on Twitter and you get a free lung."

Just kidding in that example.

But a lot of times there is an opportunity to sell or promote around the product. For example, perhaps a health care provider isn't interesting. But a blog on top tips for saving money with health care is. And to promote/engage they use social media. In that case it is a good inbound strategy.

Bottom line, an extremely good point and begs the question: Does every brand and business need to be using social media in some way or form?