For most organisations – the question is no longer ‘Do you have a website?’ but ‘What kind of website do you have?’. The quality of an organisations online presence is now the defining business metric – where a small, agile organisation can outperform the largest brands through well considered, cleverly constructed campaigns which drive potential customers to specific content within their well designed, user-centric websites.
An organisation that underestimates the importance of its online brand value is one that risks its entire future.
A well designed website has the ability to transform any business or organisation
So where does great web design start? Great web design is more than great graphics, it’s more than sharp design, it’s more than interactivity. It’s the entire recipe that creates the succulent, moist cake that we call a great user experience.
No matter how good the design, a website may fail if it doesn’t deliver a great user experience. The process we follow is to get inside the mind of your consumer(s).
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How do they know your brand or organisation? Customer? Prospective Customer? Or just unknown to you?
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How are they finding you - search engine? Online advertising? E-marketing? Social media recommendations?
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What do they want from you? Product Information? Corporate information? Or simply where they can buy?
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What do we know about them? Browser, search term, screen resolution, mobile device, IP address, time of search.
All this can be used to understand and define the likely user requirements and therefore the way in which we present information to them – through design, through interactivity, through engagement – and ultimately through a successful sale.
The three best tips for success?
1. Be your End User
Understand the requirements of your end users – regardless of what you sell. Undertake internal research, external focus groups & market research. Create user personas and use them to map the user journey.
2. Be your Competitor
Analyse your competitors activity – learn from their mistakes and benefit from their successes
3. Differentiate through Usability
Different users have different goals from your website. Present different but relevant information to users according to their browser, access method (mobile or static) and search terminology.
marketing strategy•design/ creative•customer relationship management•customer engagement•agency
