Optimizing Your Website's Impact: The Friend-Focused Strategy
Cathy Benton, Cr. FP AFP SP
Engaging in a constructive exercise while creating and upkeeping your website can prove invaluable. It's time to delve into the "who do you know" game.
Imagine you want to target specific groups: perhaps "dentists," "small business owners," "moms" with infants under 12 months, or "hotel chains" seeking fine art for their walls. Now, consider: who in your network falls into these categories?
It's not about immediately selling to these connections; rather, it's about seeking their insights. For instance, although some of my acquaintances who are small business owners might not be interested in internet marketing, they willingly participate if I ask for their input over lunch. Here's an exercise I highly recommend you try:
Treat your friend, who also represents your target audience, to a meal.
Showcase your marketing materials to them, whether it's an ad in a magazine or a publication listing.
Seat your friend in front of a computer and display your website, handing them control of the mouse. Ideally, this friend has never seen your site before.
Observe their actions.
Refrain from guiding or suggesting. Allow them to explore independently.
Keep observing without interference.
This exercise reveals how users interact with your site unaided. Even if you're tempted to direct them, refrain. If your friend doesn't navigate or find crucial information, it's likely your other visitors won't either.
Post-exploration, ask your friend pertinent questions:
What are your impressions of the site?
Did it align with your expectations from the advertising I showed you?
Was it professional, understandable, easy to navigate, and informative?
What didn't you like?
What information did you find helpful?
What would you improve in terms of accessibility?
Were there any bothersome or distracting elements?
Would you consider making a purchase on this website? Why or why not?
Their feedback serves as a reliable indicator of your site's effectiveness for other potential visitors.
Lastly...
Repeat steps 1-7 with at least two more individuals. Additionally, send your website to anyone willing to provide honest feedback, including friends, family, and business associates. Base your actions on collective opinions rather than individual viewpoints.
This exercise not only helps refine your website but also offers diverse perspectives crucial for enhancing user experience and maximizing your site's potential.