Design your website to give people what they want,
not what they expect
Before you throw content onto your website and copy everyone else’s strategy, think about what you would want to experience as a customer… not what you expect because that’s what you normally expect.
Let’s take a doctor’s surgery as an example …
DOCTOR’S SURGERY – This is what you expect as the customer.
When you visit a doctor’s surgery, you’re going to expect to find a quiet, boring looking, clinical space where you have no choice but to focus on your worries. To add insult to injury, the walls are usually littered with even more fear based messages asking you to think about all the other things that might be wrong with you!
If there’s any reading material on the coffee table, it’s not going to be anything that lifts your spirits. However, that’s the way it has always been done so “that’s what you expect right?”.
DOCTOR’S SURGERY – This is what you WANT as a customer!
- You would like to walk in and be greeted with warmth and kindness, some beautiful music playing in the background to raise the vibrations and uplift you. The walls should be littered with empowering statements with beautiful inspiring pictures like the examples I have put in the gallery.
- You want to see big posts saying things like, “Your body is phenomenal, if you mess up don’t worry, it is designed to rejuvenate and rebuild”, or “Nearly everything you worry about won’t happen – Relax, breathe and be kind to yourself!”
- You want the magazines on the coffee table to be self-empowerment articles offering wonderful ways to improve your health and well being for your mind and body. Magazines full of stories of amazing before and after stories of people who have turned their health around using simple, do-able ways that everyone can do.
- Maybe if the waiting room is big enough… a tv showing a series that distracts and makes people laugh or a great programme about how strong and amazing the body is and how much power you have to turn life around.
