There is a fundamental need to understand your clients to achieve business goals. Without understanding your current and prospective clients, how can you expect to provide them with a seamless service that they’re more likely to purchase, positively review and recommend to friends?

Knowing your clients is important whether you’re trying to make more sales, increase content engagement or enhance user experiences. In this post, we’ll take a look at some of the best ways to truly understand your clients during and after using your website.

The best ways to truly understand your clients

Here are some ways to dig deeper and uncover what your clients really need:

#1: Real-time engagement

Your website can be geared to interact with clients while they’re on it, and these interactions can be used to understand them better. There are different pieces of software that can be installed to engage with the leads using your website, such as messenger tools, pop-ups and live chat features.

WEBPRO Adviser has already added live chat features to the websites of our clients in the financial services industry. If you don’t have a website chat feature, you’re already falling behind. Speak to us today to learn the benefits of live chat.

When clients interact with these tools, you can gather valuable information about why they’re on your site and what they’re looking for. This information can then be used to improve the experience. For example, if your live chat feature keeps receiving the same requests or enquiries, you should use this information to make changes to the site, possibly by providing this information more clearly or on a designated web page.

#2: Behaviour tracking tools

Each of your website visitors provide valuable data about their experience. From the amount of time spent on a web page to every click they make; this is valuable data you can track and use to learn about prospective clients. Google Analytics is arguably the best tracking tool that allows you to easily uncover this information.

The Google Analytics data can be used to improve the website experience for all leads, including current clients. You might identify content that maintains people’s attention most while also identifying largely redundant content. Or you could see patterns where people have struggled to navigate a particular part of the site, which would then require design changes. WEBPRO Adviser can help you get started with Google Analytics if you’re unsure how it works and then make any website changes to improve customer experiences based on their real needs.

#3: Post-service feedback

Clients who have used your service can offer invaluable insights that help you understand future client needs better. Although no two clients are likely to have the exact same requirements, there is an opportunity to use post-service feedback to better understand future clients. Trends in feedback can be used to identify areas of improvement regarding the website experience, initial consultation (which is also essential to understand needs!) and the remainder of the service.

So how can you do this? You could do this as a short survey within email marketing campaigns or you could conduct telephone feedback calls with clients once the service is completed. These options will allow you to ask specific questions and receive the answers you are looking for, however standard reviews can also be extremely useful at gauging client experience and you should always encourage clients to leave you a review on whichever platform you use.

Uncover client needs with WEBPRO Adviser services

WEBPRO Adviser offers a catalogue of services for financial services businesses. Many of our website products and services can be used within the process of identifying client needs, such as live chat, Google Analytics and email marketing. Get in touch to find out how we can help you truly understand leads and future clients in 2023!