When you’re creating a website, often times it’s a self-involved initiative. The messaging commonly stems from what you can offer your customers, how to position your brand as a leader in the industry, or how you can get ahead of your competitors. But how often do you stop and say, “what do our users want”? Mind. Blown.
We recently worked on a redesign project and during our brainstorming meeting; we discussed a variety of things: how the site should be laid out, the strategy behind it and the look and feel. And smack in the middle of our conversation, we stopped and said “why are people going to this site?” It was our AHA moment that opened the doors to a whole new perspective and resulted in a bunch of new concepts.
As important as it is to determine your brand’s messaging online, it’s just as important to remember the user. Use your audience’s demographics, location, values, etc. to your advantage. Your website should not only be a reflection of your brand but it should be a reflection of your customers and what they are looking for.
So how do you do that? Start by asking yourself these questions:
- Why are users going to my website?
- What information is important to them if they are looking for (insert product/service)?
- What’s the best way to present that information efficiently?
- Ultimately, what’s going to make customers say,” I want to purchase from you over all the others”?
Use cases determine the steps a user will take when visiting your website, uncovers deterrents along the path as well as opportunities. So whether you’re looking to define your brand or reposition it – don’t lose sight of your customer. Their brand experience matters more than even your brand name.