Is your website pertinent to the audience? Is the information and data provided appropriate to the user’s needs?
Creating an online experience that is relevant requires a few key components.
- Know your audience. Have you identified and defined the personas of the users of your website? Do you know what they need, want, or value?
- Provide an Offering They Want. When they land on your page or website, are they getting what they expected or wanted? Is what you are offering important to your target?
- Focused Content and Messages. Are you talking to or with your audience? Are you telling them more than just what you do or how you do things? Are you sharing a content experience that motivates them to do business with and build a trusting business relationship? Are you providing great content on a regular basis?
- Utilize data. Are you utilizing data to provide useful information to the audience? Are you providing ways to access data through applications? Is it easy to do business with you?
- Engage the User. Are you providing relevant calls to action? Are you providing navigation, links and information in a way that will provide a good user experience?
- Follow Through on Service. Ultimately you are not relevant if you don’t follow through on what you promised. Are you completing the brand promise with a great brand experience?
Another benefit of relevance, your website will get more visitors, convert those visitors into customers, and support the customer throughout the relationship. Relevance is foundational to leveraging Internet technologies to get higher ROI results.