Planning a website layout can start on paper

Who is your website for?

Tue 11th Apr 2017

Whether you view your business website as an exciting opportunity to market your products and services or a necessary evil of modern marketing it can be easy to lose sight of the most important thing - who is your website for?

A designer or marketing agency might be so fixed on pleasing you, the client, and building a website to please you, that they lose sight of who the website is really for; your potential customers. Of course you as the client must be pleased with it too, but the end goal is to attract customers to your business, hopefully you are already convinced of your own merits!

Who are you, where are you and what do you do?

All websites need to answer these three simple questions. Of course, it’s vital to consider SEO, analytics, blogs, linked posts and social media. However, the next time you are browsing through websites, look for those who miss the most simple message of all. 

Understand who you are talking to and what you are trying to say.

Whether you are selling luxury goods or engineering services, your customer has the same question question - why should I use this company? Your website must answer that question instantly, with the benefits of your product or service right at the forefront. Various statistics show that a substantial percentage of users will stay on your website for less than 15 - 30 seconds. That's 15 - 30 seconds to prove to a user that you are worth their valuable time.  

Consumers are more sophisticated in their buying decisions; they can gather information from all over the world using phones, tablets and watches anywhere, anytime. Your website needs to demonstrate authority and relevance at a glance. 

Content led design

It can be easy to get carried away with gimmicks to make the website look shiny and exciting and among it all, the important information gets lost. But an effective website is also about more than building in keywords and phrases for search engines. The overall design needs to appeal to your potential customer, using their language, both written and visual. Images, navigation and graphical information affect the way your page scans when a customer lands on it - all these features and how users interact with them add up to whether you retain the attention of the website user. 

Conclusion

Website design and build is about creating an engaging and informative experience for your potential customers. Central to driving traffic is understanding who you are talking to, what you want to say, and what they want to hear!

I've been working with SMEs around Suffolk and Essex for over six years, if you would like to discuss how I could help you contact me.

by Rachel Watson