Your website sucks because it's shallow

What does a prospective customer need to know before they decide to buy?

If your answer is “Uhh, not exactly sure,” two things:

• It’s okay, lots of people struggle to answer this question

• You have to figure it out

Here are a few examples of what it looks like to have a websites that doesn’t answer all the necessary questions:

• A B2B SaaS website that doesn’t give pricing, or explain their pricing model, or give clarity as to whether they serve small businesses, enterprise, or both

• An ecommerce website that has pictures of products, but doesn’t tell where the product is made or what it’s made of

• A technical product that doesn’t spell out the details of how it integrates with other tools

If your site is missing key information, some folks will search the internet for reviews, or send you the question in an email, or just take a leap of faith.

But for every highly motivated individual who goes down that path, how many others will just close the tab and move on with life?

Here’s what you can do

Find out what information is important by talking to existing customers and asking them how they decided. Was anyone else involved? What were their priorities? Did anything cause them to hesitate?

Once you figure this out, make sure your website gives them what they need.

You can verify this with user testing, or by a decrease in on-site chats or support emails asking the same questions over and over.

But the best approach is just continuing to talk to existing customers, forever, and confirming that they found everything they were looking for on the website.