Serving Your Clients By Predicting Their Needs

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Filed under: Canright Blog

Serving Your Clients By Predicting Their Needs

During the past three weeks, we have been working diligently toward launching a brand new website for our client, Assistive Medical Equipment (AME). AME created the EZRockTM Patient Transfer System, which allows caregivers to safely transfer their patients from wheelchair to bed and vice versa (with no lifting!).

EZRockAt our first meeting with AME, we had many questions, as we were just getting to know the company and the products they were selling. We covered the basics by establishing target audience, the purpose of the website, current/future goals of the website, and desired content.

After going through all of the material, I realized there was one big question that was left unanswered: How does the EZRockTM work? If I had this question, then potential clients probably would, too.

We were given pictures of the product in use and the product specifications; however, this product—the principle product of AME—needed to be better understood. Without a basic understanding of the product functionality, a potential client would probably be less inclined to trust the product. (And why will they buy without trust?)

We decided to illustrate basic, step-by-step instructions for using the EZRockTM. Because people typically aren’t inclined to read lots of text on a website, the best way to communicate the function was through images. (Check them out by clicking on the image below.)


In the B2B business, not only do you have to consider the needs of your clients, but those of your client’s clients as well. By putting ourselves in AME’s clients’ shoes, we were able to improve the website’s offerings and usability by identifying the things visitors would most likely be looking for when visiting the site.