why it companies fail telling about their expertise?
TRANSCRIPT
WhyIT Companies Fail Telling About Their Expertise?
We Are
Goal #1 is lead generation and cost per lead reduction
Google partner
Operate mainly on the US and UK markets
Use Agile to manage internal work process
3
Kraftblick team examines websites of outsourced development companies regularly.
Sometimes it can take a while to define if the vendor provides custom software development services or not.
We conducted a 3-step research to find out why it happens.
Visitors’ Expectations STEP 1
Examples of expertise-related questions of visitors who land on websites of custom software development companies:
o Does the company develop custom software or deliver its own products and solutions?
o Does the company have experience in specific industries (logistics, healthcare, finance, etc.)?
o How long does the company exist?o Does this company have a portfolio of
similar projects?
Website ReviewSTEP 2
We analyzed websites of more than 40 web & software development companies on Clutch and found out the mistakes companies make while telling about their expertise.
No section or page with services info1.
Some websites don’t have a special services-related page (e.g. “Services”) => visitors may leave without trying to find this info somewhere else on the website.
No page with company general info2.
The “About us” page is important in informing visitors about firm’s mission, team, main specialization and company’s big events.
The website from the example above provides general company information on the page with a mysterious name.
Info about services is unclear (incomplete, not specified)3.
The example below demonstrates how the company describes web development services without mentioning the “web” and “development”
words on the page.
1 A visitor makes a wrong conclusion that the company does not provide the service he is looking for and navigates to a competitor’s website.
A visitor makes a conclusion that the company does provide the service of his interest (while it does not), gets in touch and wastes his own and everyone’s time.
2
Consequences of the unclear information issue:
?
? ?
?
No services-related information on the homepage 4.
86% of buyers want to see service information on the website homepage.
Technological jargon distraction5.
Some companies describe their services using too many professional technical expressions. Even skilled CTOs prefer easy-to-comprehend
sites.
Problems with navigation 6.
When a website distracts visitors, they will either need more time to find what they came for, or they might forget their initial goal altogether.
No credibility-proving info 7.
A website of a custom software development vendor should provide at least some information about previous customers such as the customer list or
testimonials.
Info about services has no visual and logic structure8.
Most people don’t read website pages – they scan them.
This page copy is grouped together in a way making it daunting to read.
Guidelines for Adjustments
STEP 3
Custom software development companies
Who Needs These Guidelines
having high bounce rate (>70%) on their services-related pages
spotted troubles with the Users Flow report (if a visitor spends quite a long time on the website opening and closing “Services”, “About company”, “Home” pages – it’s a warning sign)
Action Plan
1. Identify all buyer personas of a company.2. Analyze their needs through online research and personal
interviews (telephone questionnaire, for example). Ask them to check your site and provide their feedback.
3. If the company has more than one buyer persona, define an individual approach to each customer segment in accordance with its specifics.
4. Decide prospects that deserve the most focus and effort.5. Adjust information on the website according to the acquired
results.6. Record the bounce rate before and after adjustments, taking into
account traffic quality and sources.
Use this step-by-step plan
Additional Tips
For example:
“About” page (Who are you?)“Services” page (What do you do?)“Our work” page (How do you do it?)“Contact” page (How can I contact you?)
Every professional services website should have some form of these pages.
Designing the website structure for outsourcing software development company, keep in mind logical pathways (at least one) visitors come across on the website.
It’s a nice example of how a company can quickly answer most of frequently asked questions without page scrolling.
Do not scare visitors by excessive information about services or by the complete absence of it. Use a mix of iconography, headings and small pieces of content.
Ensure that your visitors will be able to understand what you are offering within the blink of an eye.
Get rid of the developer technological jargon and write the copy using your buyer persona language.
Explain complex services in plain English, avoid ambiguous interpretation of the information and don’t make clients read between the lines.
Make the website navigation clear: people must know what they are going to get before they click.
Guide your visitor intuitively through the website and show them what you have to offer.
Create the logical and consistent structure of pages.
Provide information about industries, sizes and types of business the company works with.
Main Ideas
Study needs of the company’s buyer persona
Provide a clear message about what
the company is offering
Describe services in a simple and clear language
Give visitors necessary information quickly
