We've been talking about people centric content for high performance websites. It follows that the more input you receive from your online visitors, the more likely you'll create content that engages them and moves them towards a sale.
Well...I had no idea the lengths some companies will go for customer input until I read an article in the Sunday NY Times (10.24.10). It's about a shopping website, Plum Willow, that markets to high school teens. Here's the thing...Plum Willow didn't just interview teenagers to figure out their shopping habits, they had them help design the site! Right there in the office...as interns!
Susan Etlinger, a Web consultant with the Altimeter Group, says in the article, "Moving beyond the old fashioned focus group and into co-creation with your demographic is something that will happen more in the next couple of years."
Co-creation...hands on customer input with content, navigation, and design!
Now, I'm not sure how practical this is for my clients. It's not easy bringing customers into your office to help write your website content. Where would they get the time?
Although, I wonder if some non-profits could actually pull it off. A local hospital's appreciative patients might be more than willing to participate, either on their own or through the hospital's many patient support groups. Or, members excited about a museum's mission might be happy to share their thoughts on how they use the institution's website.
I use a terrific information-gathering tool, the Web Creative Brief to "get into your customer's head." It's part of my 6-step website optimization method.
Yes, we focus on your products' features and benefits, but we also take a thorough look at your customers. What they're like, what they think, and the words they use when they ask about your products. (And by the way, ask your service reps and sales people to listen closely when customers call or stop in. This is a great source for keywords to write into your website!)
So, as we see with Plum Willow, companies that "get" the Web are going to some great lengths to connect with their audiences. They're almost asking their customers to write the site for them!
Our job is to get as close to that as we can with your site. When we do, we can write content that makes you the "go-to" business in your marketplace.
Until next time,
Nick
