Do you have a website design that works for your business?
That may seem like a tough question to answer as a website has many purposes – it tells people who you are, who is on your team, what products and/or services you collectively offer to customers, who your customers are, what you’ve done for them and what you could do for the prospective customer consuming all this content. It supports your brand awareness strategy and helps you to establish credibility, which is vital, but ultimately your website is working if it is generating leads for your business – leads that you can nurture and convert to customers, and then turn into repeat customers and brand advocates.
So do you know who the prospective customers are that consume your website content? If the answer is no, you have to ask yourself the question, ‘do I have a website design that works for my business or is it time for a new one?’
How Do You Identify Prospective Customers On Your Website?
Google Analytics is a great resource that can provide us with lots of insights about our website visitors from their location, age, gender, the pages they are most interested in and spend the longest amount of time on, to where they drop off our radar and leave the site but this doesn’t tell us exactly who they are.
Other paid services can utilise technology such as IP look-up tools to identify the company who has viewed your website, but what if it’s a really huge company with hundreds, maybe even thousands of employees – how do you find the right needle in that haystack that will provide you with a route to the key decision maker you need to speak to? And will they be happy if you tell them you know they’ve been looking at your website – probably not!
What you need is a website design that works for your business by enabling your customers to connect with you and your brand on a personal level, to the point where they are willing to give up their identity by making contact with you – this could be as simple as signing up to your newsletter, filling in a lead generation form to download a content offer or completing an enquiry form. This requires you to design a very customer focused website that offers customers what they need and want.
10 Steps to Developing a Website Design That Works To Generate Leads
We subscribe to a concept known as Growth Driven Design, a website design strategy that works because it focuses on making decisions based on research, rather than assumptions. It also shortens the time to launch, and integrates with your sales and marketing strategy.
The process for developing your web design strategy is broken down into stages:
1. Identify goals – if you don’t have goals, you won’t be able to determine if you have a website design that works! For example, who do you specifically want to generate leads from – is it a business owner in the financial sector or a senior manager in a top 100 company?
2. Develop Customer Personas – by identifying and understanding your ideal customers and their needs, you will be better able to develop a website design that works for them
3. Quantitative Research – if you analyse the performance data from your existing website, you’ll determine what worked well and identify customers’ pain points. This will help you to create a website design that works better than the previous one.
4. Qualitative Research – if you collate feedback from your existing clients this will help to support or challenge the findings of the quantitative research and aid content decisions.
5. Fundamental Assumptions – often we make assumptions in relation to our website and business, such as who our customer personas are and what solutions they need from us and this impacts on the type of solutions we offer. By contrast fundamental assumptions are developed based on actual research, development and ongoing testing. This enables us to develop a customer focused website design that works for your business, rather than one based on unsupported assumptions.
6. Site and Page Strategies – if you develop strategies to drive traffic to the site as a whole, and sub-strategies to promote certain sections and core pages, the website is much more likely to meet your needs and fulfil your goals. Get in touch to find out more.
7. Brain storming – during this process your website project team will create a ‘wish-list’ of creative, impactful and innovative ideas to include on the site that will enable you to fulfil your goals. These will be given a priority weighting to determine what needs to go into the phase 1 ‘launch-pad’ website, which will be made up of the top 20% of the original ideas list that you expect will have the greatest impact on your website’s users. The remaining ideas go onto the list of continuous improvements for potential implementation at a later date.
8. Hypothesis statements – to second check the feasibility of your top content ideas you need to check each idea against the goals, personas and expected impacts to maximise the potential results that can be attained.
9. Implementation – this is where website design and development takes place.
10. Data collection set-up – plans and templates also need to be developed at this stage to allow you to start to monitor and assess performance against the goals set. Each of these steps will then be repeated as phase 2 of creating a website design that works begins!