Improving the Website Experience for Customers

Social and Digital Media
website strategy 05.31.22

According to research, if a website doesn’t load fast enough, most people are going to be clicking away from that website. 

No company wants to lose out on conversions and sales over something as simple as the website loading speed, especially if that business provides its customers with plenty of great solutions.

That’s why companies need to improve the overall website experience for their customers, so they can generate more conversions and grow.


Companies need to be there for their customers, because, according to research, up to 60% of people want someone to be able to connect with when they’re going through the buying journey.

When a customer isn’t able to find anyone that’s going to help them during the buying journey or even the purchasing itself, they are going to end up feeling unimportant to that business, which can make them turn to other competitors instead of purchasing from that business.

With most people turning to digital purchasing opportunities, they’re expecting to see the same type of customer service experience that they used to get in brick-and-mortar stores.

That means companies need to be available to answer any questions or concerns that these customers might have throughout the buying journey.

To make that process as simple as possible companies can use practically any live chat software available, and by including chatbot automation tools, companies can also give their customers answers to some of the most common questions they might have before connecting them to a customer sales service representative.

Product Pages

Websites that have poor descriptions of their products tend to lose out on a lot of sales.

The best way to avoid this problem is for companies to start focusing on the benefits that the customers can get from making a purchase, instead of the features that a product has.

That means when companies are creating product descriptions they should think about all of the benefits that customers have and focus on that in the product copy. In fact, tying every feature to a benefit is going a step further into this strategy.

Another way that companies can improve their product pages is by using concise and short calls to action that are going to tell potential customers what they need to do next.

Businesses can also cut down on any website clutter so that potential customers can focus more on making a purchase, and add high-quality photos of their products as well as social proof in the form of reviews and testimonials from past customers to increase the trust with the customers.


Most companies tend to collect a lot of data about their customers, such as their location and address, the actions they take on the company’s website, their banking or card information, and potentially even their Social Security numbers.

With all these different types of information on the customers, companies need to show what they’re doing to protect and keep it safe.

There are different ways that companies can do that including ensuring that all of the data storage is encrypted, getting an SSL certificate for the website, and encouraging customers to create strong passwords for their accounts.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.

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