How Customer-Focused is Your Website? Stalking the Narcissistic Web
An intelligent website doesn’t leave a visitor stranded, searching for the customer benefits of the company’s products or services
You’re at a dinner reception. The stranger next to you strikes up a conversation.
It only takes a few minutes before you realize: “This guy’s completely self-absorbed.” No matter how hard you try, every topic leads back to him. Soon, you find yourself inching away.
Guess what? You can find the same thing on the web. Sites that are egocentric. More interested in talking about themselves than solving customer problems. However, unlike the dinner reception situation, your escape from a self-absorbed website is quick and painless.
(Although there are offenders across the board, the biggest culprits seem to be business-to-business companies and small- to mid-sized firms.)
To heck with product benefits or helping prospects and customers solve their problems – the narcissistic website dwells on the company’s spectacularly engineered offerings, their superior manufacturing techniques, the brilliance of their people, the company’s offices. Is there a place for bragging? Sure, but it’s secondary to the customer’s issues. Too many websites forget this.
When you consider that the average visitor has an attention span measured in seconds, and that he scans the web instead of reading every word, a narcissistic website has the same effect as a narcissistic tablemate: it turns people off.
Posted: 05/19/2013 12:24:00
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