Considering the amount of business that is being conducting online, you no longer have an excuse for providing your customers with a sub-par digital experience. Regardless of the size of your business, you need to have a website that serves as the hub for your brand's online presence. Since your website is often the first interaction that your customers will have with your business, you also need to ensure that your design offers a positive user experience and communicates the right message.
Unfortunately, too many businesses are focused on having a website design that "looks pretty." While aesthetics should come into play, your priority needs to be providing a user experience that aligns with the needs of your customer and the goals of your business.
Like most business owners, you're hungry for leads and want to earn conversions from your website. However, for your website to function for your business and produce results, your website design must follow an intentional, purpose-driven path.
What is Purpose-Driven Website Design?
By definition, a purpose-driven website offers a healthy balance between aesthetics and function. Instead of making the user's path an afterthought, purpose-driven design takes into account the intentional path that you want your users to take at the beginning of the website design process. If designed correctly, a purpose-driven website should provide value to both the business and the customers that use the website.
If you're not satisfied with the results that your website is generating, it's time to re-think your design. Are you ready to upgrade your small business website to a purpose-driven design? Here are four steps you need to take to successfully achieve a purpose-driven website design:
1. Make your website designer aware of the ins and outs of your business.
If your website designer does not have a full understanding of how your business operates, you're going to end up with a website that does not serve your needs. In fact, you're doing your business a huge disservice by not walking your marketing partners through the various verticals of your business.
In order to design an effective website that serves a clear purpose, your website designer must be knowledgeable about how your business operates, the types of products and services that you offer, and the audience that you're targeting.
2. Identify a clear purpose.
Before you can begin the design of your website, you need to define a clear purpose of what you want to accomplish with your website. For example, you may want to earn more conversions or make the focus on educating your audience. Determining what you want to accomplish with your website will set the parameters for the design. Your purpose should influence every design decision that you make on your website, large or small.
3. Develop the user journey.
Providing a premium user experience on your website needs to be a priority for your business as it will help to increase your ranking in search results.
To map out your user's journey, you need to first put yourself in your customer's shoes. Ask yourself how your customer is arriving to your website (for example, through a search engine or a pay-per-click ad). What are the keywords and phrases that your customers are typing into search engines?
Once the customer arrives on your website, what message do you want to communicate? What actions do you want your customers to take? If you have more than one buyer persona, keep in mind that you'll want to take into consideration multiple user journeys.
4. Guide users to take action.
Once you've mapped out your user journey, consider how you will guide your users to take action. You want to make your desired action as clear as possible to your audience. As a best practice, keep your navigation menu simple by limiting it to seven options. You also should embrace whitespace to help your calls-to-action stand out on the page.
All in all, by following these four steps, you'll be able to upgrade your small business website to a purpose-driven website design that offers your visitors a seamless journey. You can best accomplish this by defining your end-goal and letting it guide you every step of the way in the website design process.
If you're not satisfied with the results that your website is generating, you're not alone. Instead of focusing on the aesthetic component of your website, you need a design that aligns with your company's goals.
At New York Ave, we pride ourselves on providing digital marketing solutions made personal. Before taking on a project, we take the time to truly understand our clients and what they want to accomplish with their websites and online presence. These critical conversations allow us to put together a custom website design solution that is tailored to the unique needs of our client. As a result, we're able to achieve a purpose-driven website that serves as an asset for our client.
Contact us at New York Ave to begin the conversation about upgrading your small business website to a purpose-driven website design that aligns with your goals and produces results.