Understanding Customer Needs: Key Features for Website Development

Introduction

Google loves websites that offer a seamless user experience, generate leads, drive sales, and provide valuable content. When clients approach us with specific feature requests, it's crucial to provide guidance based on proven practices, rather than simply implementing whatever catches their fancy. Understanding the underlying business goals and target audience is key to delivering a successful website.

Common Misconceptions and Real Solutions for Web Development Clients

Many clients, especially small business owners, don't fully grasp the concept of a CMS (Content Management System). While it's true that around 60% of small business owners may not be aware of what a CMS is, it's our job to educate them on why it's essential for managing their website efficiently.

Instead of asking for specific features, clients should focus on their primary goal: generating more leads and sales through their website. As skilled developers and marketers, it's our responsibility to recommend the features that will align with their objectives. Sometimes, clients will propose features that may hurt conversions, such as excessive special effects or overly complex navigation. We must guide them towards what has been proven to work, and be honest with our recommendations.

Remember, as the famous Henry Ford once said, 'If I had asked people what they wanted, they would have said faster horses.' True innovation comes from understanding the underlying needs and guiding clients towards solutions that truly enhance their customer experience.

Essential Features for a Reliable CMS

Most clients do request a CMS, and many specifically ask for WordPress. A robust CMS is crucial for content management, ensuring that information is easily updated and managed. Additionally, many clients appreciate the ability to have an approval process, so that posts can be reviewed before publication. However, it's important to note that if too many layers of approval are in place, posts may never get published due to a lack of timely review. Often, these clients realize this and drop this idea eventually.

Some clients may want more advanced functionalities such as:

Contact forms for lead generation Blog/news center pages to share informative content Event calendars for promotional events Integration with social media to increase engagement Mobile-friendly design to ensure accessibility from all devices SEO optimization to improve search engine rankings Contact information and location for customer convenience Google maps to show the physical location of the business Opening hours for business operation times

Feature Requests and Design Considerations

While some clients have specific design requests, it's important to ensure that they align with their business goals. They might want features like giant images and sliders, which they've seen on other sites, but these can sometimes lead to clutter and confusion. One-page designs or horizontal rows filled with information are popular but can quickly become monotonous when not executed well.

It's often beneficial to take a step back from these initial ideas and focus on the fundamentals. We should first discuss the goals of the site, understand the target audience, and then create a site map. This will help us determine the best approach for presenting the content and identifying any additional features that may be necessary. Starting with features without a clear goal can be like 'the tail wagging the dog.'

For clients who are less tech-savvy, it's crucial to provide guidance and support for managing their CMS. Training and ongoing support can go a long way in ensuring that the site remains active and engaging.

Conclusion

Understanding the needs of your clients and guiding them towards the features that will drive their business success is crucial in web development. By focusing on essential functionalities and avoiding features that may detract from conversion rates, you can help your clients achieve their goals and provide a website that truly enhances their online presence.