Putting aside personal preferences is often the hardest thing to do when working on any design project, let alone something as foundational as your website. You want the site to be an extension of your brand, your values and cultivate business for you.

 

Here are some things to keep in focus when you’re reframing your website around maximizing customer interaction and engagement.

 

Technically, We’re Not Building the Site For You

 

I mean, its makes sense that if it is in fact your website, then it should be about you. But, if the site is solving your problems – is it addressing your visitors problems?

• Focus on why your visitors should care. How do you help them? How do you tackle their burdens?

 

• Focus on the customer experience. Are they there to learn something? Self educate? Validate who you are? Buy product?Just because your favorite color is neon green, doesn’t mean thats the best representation of your family operated funeral home.

 

• Appeal to customers who are informed, afflicted and oblivious. You’ll garnish more sales and more leads when you make your website approachable by all three personas than limiting your reach to only one.

 

Your Design Can Undermine Your Credibility.

 

There is a misconception that design is more of an art form than a business tool. The truth is it’s a multi-faceted resource that has the power to clarify, communicate, elevate and persuade. And sometimes, when we’re too close to or personally attached to the project at hand, we don’t realize just how jeopardizing our presentation can be to our credibility.

 

• Establishing trust is a process, and to get off on the right foot requires that your visual branding takes into account all of the details.

 

• The content is riddled with errors and empty promises.

 

• Are your aesthetics communicating that you’re cheap or too expensive? If you’re a home builder that does million dollar condos, you don’t want to be relatable to the level of clientele that wants a deck built.

 

Bonus Tip : Don’t Use Industry Jargon!

 

Being the master of your field means that you likely have a ton of terms and industry insight that becomes ingrained in your DNA. You may know what UI/UX and CSS stand for – but I’ve got news for you. Your web visitors likely do not. Go as simple as possible to ensure you’re presenting relatable content, thats easy to ingest.

 

• Know your audience. Are you talking to other experts, or helping educate people who are just starting out?

 

• If you have to use jargon, be sure to provide context.

 

• Don’t forget to leverage your own voice! After all, people want to hear from YOU, not just another talking head.

 

What Now?

Ready to talk about your website project?

Schedule your first meeting with LovelyPixels!