Any good massage therapist will ask you about your body, where you hold your stress, and what your concerns are. Then they will place their powerful hands on your body and expertly melt away your discomfort and stress.
Understanding Your Customer's or Client's Sources of Stress
Your website needs to relieve stress better than a top-notch masseuse. People visit your site to find out more about your business. They want to be reassured that you, and nobody else, has their best interests at heart. This can cause a certain level of anxiety, as there isn't a person on Earth who loves getting a terrible deal.
To relieve the anxiety of your audience, you need to first understand what is making them anxious. Common sources of customer anxiety include:
- Quality of the product/service. Everyone likes to know they are getting their money's worth. If there are any doubts as to the quality of your goods or services, people will click away and look for someone who will give them the quality they demand.
- Reliability of the product/service. If you are a doctor or attorney, people want to know that you answer your phone and that you're available right when they need you. If you're selling a product, potential buyers have to know that your product will work just as described.
- Price. Getting a good deal is a big deal! You hate overpaying, and so do your clients or customers. They want to know that your goods or services are worth what you're charging.
Testimonials Add an Element of Calm to Your Website
When it comes to your website, there is one element that is key to reducing the stress related to quality, reliability, and cost: testimonials. Testimonials, especially video testimonials, have the power nullify these sources of stress. Through the words of satisfied clients and customers, potential buyers will be reassured that they are making the right decision—and that they can trust you and your product or service. I can think of no other design element that, when done right, converts as well.
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