"Why the F**k Should I Care About Your Website" - Sincerely, Users
Updated: Sep 15, 2019
The 90s was an awesome time. A simpler time. A time is awfully designed websites that defied the laws of UX and probably the reason the very field of study was created. Users from all over were able to communicate, share, and gather information. They surfed the Internet.
Today, instead of surfing, I’d put a user focus more of “Why the f**k should I care about your website. Everyone has one. Info from other people is out there – info I can get faster.”
Like I said, the 90s was indeed a simpler time. A time of patience: dial-up Internet, no streaming or on-demand services, and no mobile devices in hand unless you were ultra cool and owned a Nokia. Again, still no fast connection to the web.
From 1998 to 2018, we’ve all grown into a time of instant gratification. Our attention spans are shorter because over the years many services, websites, pretty much any connection, feeds us faster. We don’t have to wait and we feel we shouldn’t have to wait – (since boosted Internet prices are so damn high.) The web is still new and we’re still learning.
Here’s some instant gratification for you content developers – I’ll tell you how to create what NNG calls a web content frame – a framework for a web page that has all relevant information and an end goal.
Define The Page Purpose
This can go along with the website purpose as well. If a business wants users to add items to their shopping cart, well that should be the purpose of each page. Take a look at Amazon, for example, no jargon or verbiage about their company pride. Lose that bulls**t. It gets old, fast. It lists all the available information with the CTA, (call to action) “Add to Cart.” The page drives a user to take some sort of action instead of acting as passive.
Who’s Your Audience?
If you don’t know the answer to this one, I suggest you ditch making web pages and go back to square one of marketing project planning. Who the hell are you talking to? Each audience demographic and interest needs to be taken into account and spoken to differently. If you find that you have multiple audiences, try splitting web pages up to feed relevant content to that particular audience. Again, have a CTA for your audiences to take action.
When Do Users Come Here?
Determining when your audience comes to a web page can also determine the CTA to be given. If I’m a new user, then I shouldn’t be bombarded with “Buy This Product!” “Buy This Product!” As a content strategist, it’s important to provide awareness of the product or service to the new user first, working their way down the funnel from there.
Where are your users in the conversion funnel? If they are further down in the funnel, then it would make sense for them to take action on the “Buy Now.”
What Do Users Feel?
This can go hand in hand with “When Do Users Come Here.” User emotions provoke certain actions and behaviors. Determine what your users feel at each stage throughout your website. It should take them on a journey and tell a story, allowing them to make decisions.
A great example is Roto-Rooter. What do users feel when trying to find a plumbing service as their toilet is overflowing? Panic! Urgency! Help! Well, Roto-Rooter allows users to call or find a local plumber to help. Map out what your own customers feel depending on the services you offer.
How Does It Work?
Users want to know quickly how a product or service works. What plans are available? Who will I be talking to? How long will it take? Is it engaging? Does it drive action? Does it add value to their lives? Again, try to map out your product or service to align with how your customers feel and how your business can help.
What is the Cost for the User?
This is always a big one – and the one that businesses don’t like to talk about up front. Users make many decisions based on price, value, and quality. Web page content can help users make this decision by stressing the convenience of the product or service. Market research can aid in how your users make decisions in what they value the most.
Why Do Your Users F**king Care?
What’s the outcome if the user takes action on your website?! Instead of reading passive content, not that it’s such a bad thing, why not allow your users to interact with your site and take action to create a relationship with you? Provide your users with outcomes. Will they save money? Will they get fast, reliable service? Will they receive one-on-one customer service? Each web page must have a purpose. It’s all about the experience – the entire experience and customer journey that begins with your website.