There are few things worse than have a potential customer find your product online, and then losing them because they can't find the information on your product. Your potential customer has to find that information on another site. This exact travesty happens more than you may think.
Potential customers won't play hide and seek
All of your product information is most likely on your website. You know where it is so it should be simple to find... right? Wrong! You should never assume that your customers or potential customers are going to think like you do. The information for your products or services needs to be front and center.
Besides just flat out asking your customers how easily they find your website to navigate, you can also reference your Google Analytics. The User Flow on the Analytics tool shows a visual layout of where visitors are coming to your site, and where they are leaving. If your customers are landing on your products page and then dropping off from there, the chances are you didn't provide enough information on your product to compel the visitor to buy.
Consider redesigning your website where the focus is on your product information. In this day and age it's all about information, and if your product information isn't there, you're missing a very large customer base.
Next week we will dive into your employees, and why they need to be excited about your website.