Is Your Website Hurting Your Business?

How to look at your Website Through the Eyes of a Client

Your website is one of the most important tools for your business; it can be the reason clients know your brand and keep coming back again and again, or it can be the reason your business never grows. It’s the one place online that shares your whole story - more so than social media, video marketing, or your newsletters ever can.

The most important person to keep in mind while designing your website is your ideal client: 

What industries are they in? 

How old are they? 

What is their education level? 

(Refer back to your client profile if you need a refresher on your ideal client. Don’t have one? That may be a good place to start!) 

After building a website (or having one built for you), it’s a good idea to take a step back, think about your target audience and navigate your website through your ideal client’s eyes to make sure it’s set up for their ideal experience and their needs. 

Here are 7 things to think about as you look at your site through the eyes of your client.

1. Check Your Final Website on Multiple Devices

This is the first and most important thing to do. Every device is going to have a different size and, consequently, a different layout, which of course, is going to impact the view of your page. I would recommend getting eyes on your site using any and every type of device you can get your hands on (desktop, laptop, tablet, cell phone).

Keep your client in mind - what type of device are they most likely to be using? If they work a corporate job, they are probably looking through a computer screen. If your client travels for work, is a busy mom, a contractor, or someone on the constant move, they’ll probably be looking at your site on their phone. You’re going to want to make sure your website looks good on every device, but ensure that it looks the best on the size your ideal client leverages most.

2. Leverage an Incognito Browser

To make sure you’ve got the most unbiased view, leverage an incognito browser. This is going to give you a peek at the site that's as anonymous as possible; keeping in mind that most browsers will do their best to maintain your settings and viewing preferences. Let’s say you tend to zoom in on websites - if you have viewed a website and zoomed in, your browser will show you the zoomed version every time you revisit. If you use accessibility tools, your browser will show you the accessible version of the website when you return to it. If you are logged in to your website host, you may get an altered version of your website too; for example WordPress will put a black bar across the top of your screen. Using an incognito browser will help your device show you the version of your website a first time visitor would most likely see.

3. Review Your Website at Different Zoom Levels

Talking about zooming, different users are going to have different visual preferences and needs. Because of this, they may zoom in on your site, which can change the layout of your website or change the way certain graphics or fonts look. When you’re reviewing your site, try zooming in 10-20% and move through the different pages in your site, then change to a different percentage and do it again. Do this a few different times at different zoom levels to see if any of your photos need to be changed or adjusted and to see if your titles and paragraphs are getting rearranged in a way that doesn’t make sense. While you can’t account for everything, you can look for glaring issues like a box covering up text, and reconsider that design decision.

4. Bring in a Friend!

You are not your ideal client, and you’ve been making all the decisions about your site. It’s time to bring in a neutral opinion. Pick a friend who’s going to be honest with you, and not afraid to tell you something needs adjusting. Ask them to look through your website as if they are a potential client looking to hire you, and have them make notes about what they like, don’t like, and what they struggle with. Don’t give them instructions on where to click or how to navigate the site; allow them to look through things with a fresh set of eyes.

If you really want to gather some good insights, consider doing this exercise with a few different people in different demographics (different ages, tech-savvy, not tech-savvy, etc.) so you have different views and opinions.

As you’re gathering feedback, keep in mind whether or not these friends are your ideal clients, and how that affects how they’re looking at your work. Then, take in their feedback and consider it accordingly. If you struggle with deciding what to change or how, this may be a good time to bring in a professional.

5. Don’t be Afraid of Duplication

This is something I run into a lot! Let’s say, for example, that we have a graphic and some text on the homepage - some website owners will be reluctant to use the same graphic and text in a different section (like in the ‘about’ page) despite designer recommendations.

But, it’s important to keep in mind that you as the website owner will take the time to comb through and look at every page and section of your website; your client most likely won’t! A client will only click on the items they are interested in and want to see.

There are 2 types of viewers: the first will go to your homepage, scroll through and click on or read what’s interesting to them. The second will navigate using your menu tabs along the top. You need to make sure you’re setting yourself up to cater to both viewers. This means you may have information, sections or graphics duplicated within your website to ensure your potential client is getting a chance to see what’s important to you, as well as getting a consistent viewing experience.

6. What’s Selling and What’s Hurting?

When someone visits your page for the first time, you want them to know what you’re about and have them feel like they’ve found the right person for the job. The content you use can make or break you. If a new user lands on your page and they see jargony language, too many options, or things they’re not familiar with, they may move on from your website. You want to make sure your website is welcoming, easy to read and most importantly, you want your website to calm their fears about hiring someone for their investment. When your test-viewers give you feedback (see number 4 above!), make sure they’re noting if your content is clear, inviting and selling your business, or if you’re scaring your potential clients away.

7. Trust and Authority Content

Showing your client you are trustworthy and that you are a part of something bigger than just your business can also help you keep or gain a client. This can be done in a few different ways.

The most common is adding a testimonial section to your website. This will show that you have worked with real people who trust you, and this may also give your prospect an idea of what it’s like working with you.

Another idea is to use “trust logos.” These are logos of organizations that you’ve partnered with, worked for, or earned certifications from. They provide authority for your business - further leaning into the aspect of bettering yourself, and working with great organizations. 

Your website is the way your client gets to know you before meeting or working with you. Taking these small, easy steps can help you ensure the best experience for your clients and prospects. 

When is the best time to tackle something like this? 

Right now. 

Websites are an ever-changing, ever-growing asset to your marketing. Make sure your prospects get the best version of you and your business and that you’re telling them you’re the right person for the job! 

Not sure where to start or need help with a review? Let’s talk! I can help you with an audit and can likely make updates to your website for you. Schedule your free initial consultation by leveraging the scheduler at the bottom of the page.