Business owners, founders and CEOs, I have a question for you guys. Do you know exactly why you need a website? Do you understand the purpose it’s supposed to serve for your brand and for the user? what gap in the users journey does a website fill? The reason I’m asking these questions is because I have learnt that 9 out of 10 times when people come to us for website design or redesign, what they need is not really a website but rather a content or marketing strategy.
If we are to design a meaningful experience that yields results both for the user and the business, strategy really has to come before design. I don’t know about you but I don’t what to spend fortunes just to have a prettier version of the website that I already have, achieving the same goal.
Goal Identification: What is your goal?
What exactly are you aiming to achieve with a site? Most businesses will say they want a better ranking on google, increase brand recognition, convert sales, get leads or get their brand name out there. All of this is not bad to want to achieve, but the problem with this is that if you highlight every word on a page of the book nothing really stands out. What you need to do is, write down everything you want to achieve, prioritize them based on the level of importance, then determine which of these goals will have a bigger impact on your brand and plan accordingly.
User Journey - How do users get to your brand?
Many of us do know that a website is important for our businesses, but a website on it’s own cannot help us achieve our goals if there is no strategy in place. The truth is, a website is just one small part in your users journey. Think of it this way, there was a time in the past when people who are now your customers did not know anything about you or your business, they were not aware that you existed. However, through various awareness channels that you used to market your business, they became aware of you, did a bit of research here and there, consider to buy from you then boom, they become your customers. So a user journey is simply the process between the awareness and conversion phase. Everyone follows a journey to and through a brand and a website is one brand experience or a pit stop in your users journey.
Mapping user journeys
I am not going to talk much about user profiles, this is not to say that they are not important. Building user profiles is very crucial for every design as it gives designers the opportunity to emphasize about your ideal customer. In order to achieve this you’ll need to come up with an ideal customer. Give them some sort of identity, who are they, where are they from, do they have kids, what social platforms do they use, do they have access to the internet. This process puts you in a better position to design user journeys.
Mapping Out a conversion funnel
Mapping out a conversion funnel is a simple way of thinking about all the different brand experiences that your users have coming through and to your brand. At the very top of the funnel is AWARENESS: Let’s say for example, 1000 people become aware of your brand for the first time through a social media post that you shared. 100 out of the 1000 who became aware of your product actually do some RESEARCH. They see your post on your Facebook profile with a link that led to your site. Out of the 100 who did further research on your business, only 10 get to ENGAGE with your brand by sharing your post, liking or commenting. Let’s say out of the 10 who engaged, only 2 are CONVERTED and become a customer. These are people who have you on top of mind when it comes to solving problems they have, they can refer other people - ADVOCACY.
So, tying this back to the need for a business website, your website is most likely to fall in the research phase. People spend a lot of money towards designing a website without thinking of ways in which people are going to get to their site, the journey. Every touch point, including your website must serve a purpose. The strategy you put in place influences every single aspect of your design. This includes, the messaging you convey on the site, the message convey in the awareness channels, and do they really help you achieve your goals.
In conclusion, be intentional about the platforms you use and prioritize to drive awareness for your business, and remember, strategy comes before design, not the other way around. If you do this exercise, you will save yourself time and money. That’s why we exist, to help you stand out and connect better with your users through strategy and design.
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Do you want to make your website more enjoyable for your visitors and more profitable for your business? Do you have a web design idea and would to know what to expect? Start a project with us or request a free initial consultation