subject: How Does Your Website Make Me Feel? [print this page] When people think about the Internet, they think about technology. When people hear that I am a Website strategy expert, they see me as a "techy type".
But for me, the most intriguing aspect of your online business isn't about the technology. It's about human connections, and how you can create these in a virtual environment.
It's commonly understood that "people buy emotionally, not intellectually." Even when people think they're making a rational decision, powerful subconscious factors come into play. To sell effectively, we're told to anticipate our customers' needs, to demonstrate that we "feel their pain", and to respond to clues in their body language and tone of voice.
In the "real world" we do this very well. And we know that if we can have a direct, in-person conversation, there's a pretty good chance that we'll close the sale or keep a happy customer.
For the online visitor, your Website is the next best thing to that in-person conversation with you, your colleagues or employees. And since so many people are researching products and services on the Web, it's critical that your site has maximum impact in persuading them to take the next step with you.
So how does your Website connect emotionally with your visitors? Do they feel listened to, understood and appreciated by your Internet presence? Are you instinctively meeting their real needs? Do your existing customers feel supported and valued when interacting with you online?
Or are you failing to evoke the crucial emotional responses which can significantly enhance your response rates, sales and ongoing return on your Web investment?
The Critical Emotions for Website Success
I've been working with client Web strategies in a wide range of industries since 1995. Based on this experience, I've identified some key emotions that you need to evoke in your online visitors to create and sustain a profitable relationship.
How well your Website does this can have a major effect on the visceral, instinctive reactions of your visitors, and their propensity to buy from or connect with you.
In total, I have twenty criteria for emotional connectedness that I suggest for any Website. That's too many to discuss in this article, but let's look at a few highlights:
When we first meet in a business setting, we're introduced, or we introduce ourselves with some statement about what we do, and why we should connect with each other.
When we talk with customers or prospects, it's important to show very quickly that we understand their issues and needs, and that we have ideas and solutions to address these.
