10-SPACES we BLOG

The message your website communicates is the sum of its parts: your copy, your graphics, page layouts, and even how your pages link together. Designing a website simply to be visually attractive misses critical steps. You should structure your website as a step-by-step process demonstrating how you solve problems. It shows your visitors what is in it for them. Immediately.

“How do I find out what my customer’s thinking?”

First, ask a short list of questions about your customer. After all, you know them best. Use free search engine data to find out the precise questions and problems on your customer’s mind.

The process is actually simple. You just have top know where to look: search engines, website forums, customer comments. Use everything at your disposal to quickly learn what your customer wants in a website. This process can take anywhere from a few hours to a few days.

“How do I translate customer data into compelling web designs?”

Once you’ve compiled data about your customer, begin building profiles about your target audience. Filter the results of our research down to 1 to 3 core customer profiles, or personalities. Try to put a face with your typical customer. This way your website becomes personalized. Your sales process feels conversational.

Next create a sort of “storyboard” for your website. Document each objective the core customer profiles wants to achieve. If it helps create a series of wireframes to show you how each page will achieve your target customer’s goals. Imagine your website as a movie, and your customer views your story one frame at a time.

Organize all this data into a site map. Often times even building a simply site map will tell you volumes about how your customer views your website. You have to lead them through the sales process frame-by-frame, or page-by-page.

Each page of your website will help create a chance to lead customers to the next logical step in your conversion path.

“This seems like a lot of work just to start designing a website?”

Yes. But its worth it. I know this from experience. I’ve seen lots of clients invest thousands of dollars into a website only find it doesn’t produce revenue. Wasting money can be avoid simply by taking a few extra planning steps.