Your customers are lazy (not stupid)

Have you heard marketing sorts say, treat your customers like they’re stupid? Bit rude, innit? Your customers are lazy, not stupid. Sure, they can be lazy AND stupid, but I guess that depends on your niche.

When a bone-idle (potential) client requires what you offer, they’ll muster moderate energy to google. But lazy people, by definition, have finite attention; every second counts.

Lazy customers and SEO.

Keywords remain a ranking factor. You create content that’s relevant to your targeted keyword. If the content isn’t that relevant, customers won’t find you on the keywords you’re supposedly targeting.

Shit.

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But suppose you’ve been skyrocketing (see also: turbo-charging) your SEO efforts, and lazy customers have crashed down on your website’s terra firma. Nice. Your work here is done. Grab an early finish and head to the pub. No, wait. Don’t go anywhere.

Surfing the internet is exhausting, especially when you’re lazy. Finding yourself on a website is where the exertion really begins. First impressions count. That doesn’t mean initial judgments are correct, but unlike humans, websites don’t have time to slowly reveal who they are; they have seconds to impress.

User Experience (UX).

Search engines adore easy-to-use websites. Remember, your customers are lazy; they don’t want to expend their limited energy rooting through yours, trying to locate what they need. If your homepage is similar to a hoarder’s front room, with years of tat clogging every inch of space, users, especially lazy users, won’t stick around. No one enjoys sorting through out-of-date bean cans and cat shit, metaphorically speaking.

Who knows why businesses make navigating their websites so bloody hard. Perhaps they think customers enjoy a challenge. Lazy ones don’t! Stop keeping crap on your website because YOU like it. A logical structure. That’s what websites need. So why not highlight the most pertinent areas on your homepage? Sounds like a bloody GREAT idea.

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Other things to consider.

Remove the waffle and get to the point. You don’t want your customers losing the will to live. Your content should guide them at every step.

Slow loading times can also bugger things up. Your customers are lazy; they won’t wait for a page to load because you didn’t resize/compress your images. A sluggish back-end might also be an issue. (We’ve all experienced a sluggish back-end.) Things like unused CSS (code) or JavaScript (more code).

Monitor your website’s performance with Google Search Console. It will tell you where you’re making a hash of things.

I’m lazy (and bored), let’s finish up.

So, your customers are lazy. Make your website easy to use and easy to understand. But remember, websites are never finished. They need constant tweaking and revision.

Article first published, 25th April 2024.

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