Small business owners know that in order to compete effectively in today’s marketplace, it’s very important to have a strong online presence that’s anchored by your website. Contrary to popular belief, the aesthetic appeal of your site is not the most important aspect to consider when designing the site, as you should also focus on the overall user experience, and that takes serious purpose-driven design.
The good news is that most web developers are pretty clued up on how to create a unique user experience that enables the customer’s needs and your business’ goals to intersect seamlessly with one another.
Here are some useful tips on how to upgrade your website using a purpose-driven design that’ll transform your site into a viable asset for your business:
Educate Your Team on Your Business
As they will be responsible for designing your company’s website, your team needs to have a thorough understanding of what your business model is about and how it works. At the end of the day, the customer experience that you’re seeking to create should go beyond the brand’s visual aspects. A professionally designed website will enable you to communicate well with your target audience, including consumers, potential customers and hires, as well as business buyers and other stakeholders. In order to formulate a site’s building and design strategy that caters to these and other stakeholders on your site, the web developer needs to at least have a strategy that’s based on well-researched and strong audience profiles.
Identify Your Goals
It’s important to determine what the purpose of your website will be from the start. As in, what would you like to achieve through this website? How will your goals for the site be reflected in its design? For example, your goal could be to get new leads or conversions, to educate your audience or to show off your brand’s aesthetic appeal. Whatever your goals are, make sure that they are aligned with the business’ mission and that they’re measurable.
Map Out the User Experience
Put yourself in your site viewer’s shoes for a moment and imagine what it must be like for them to visit your site. Are they coming from an email marketing campaign, a Google search result or a pay-per-click ad? What keywords drove them to click on your website specifically? What messages do they receive upon arrival to your website? Is it relevant to their needs?
For example, you may have a multifaceted target audience that includes potential customers, business customers, investors and job seekers. Your web design company needs to craft your site so that it’s able to guide each of these customer segments effortlessly towards their goal while experiencing a comfortable user experience throughout.
Prioritise and Simplify
The best way to simplify your website is by using the ‘breadcrumb approach’, which means slowly leading your visitors to their targeted destination within the website. Simplify the website so that the user doesn’t have to go through many steps and decisions in order to get what they’re looking for.
For example, if your goal is to attract users to a whitepaper, then you shouldn’t crowd the landing page with any other extraneous content. The general rule of thumb here is to limit the page layout elements to seven, as anything more than that is likely to confuse the user.
Also, be economical when it comes to the ‘calls to action’ that you choose to highlight and only pinpoint the ones that you want your visitors to focus on. For example, you can highlight the search bar of your website to make it easier for customers to find what they’re looking for, or you can obscure it to make the shopping experience more natural and enjoyable for your customers.
Essentially, the purpose-driven design is all about creating a user experience that will motivate your visitors to stay on the website and explore more than what they initially came for. Whatever you do, keep your end goal in mind, as that will affect the entire way in which you build and design the website.