Knowing your audience, and building it for them...

    Designing a website isn’t about you!

     

    That sounds strange, I know, but web design isn’t based on your view, it’s about the psychology of your target market.

     

    I read an article recently that called it ‘designing based on emotion’, and in a way – that is true, however – from experience, it is about much more as no two customers are the same. No two individuals have the same train of thought.  So how do you harness that power from a web presence?

     

    The first and possibly most important step is to identify your market – who are they? Where are they based? Are they just one county, one country or the entire world? Then, you need to identify what age groups are ‘attracted’ to you?  What is the male to female ratio?  What behavior do they have on your site? How have you acquired them? Are they finding what you are selling?  Then we need to identify what attracted them to you in the first place, or what stops them from being lured to your website and your company in general?

     

    After than initial deep dive into who your target market is, or indeed isn’t, we need to tailor your message to their needs… this might sound impossible, but it truly isn’t.   Often, we find it can motivate the client by seeing who their audience is as opposed to who they perceived them to be.

     

    Here are some of the key components we run through when creating a site…

    • Show your business off. You remember that saying that the first impression makes the biggest impact.  This is the same idea – and it works.  My clients tend to call it ‘making a site sing and dance’.  The very first thing a customer should see is your brand and your logo, then they learn about you.
    • Determine using metrics what your target market use the most when they are on your site, and what they never really see. Then use ‘call to action’ blocks to drive those items.  We find that giving them call to actions on-screen, particularly mobile users, it saves them having to find your menu.  We call it the ‘one-click-effect’. 
    • A lot of people believe in TrustPilot and other ranking engines, but we physically register you with the largest engine – Google and force the search console behind that engine to come in and say hello every Friday night. This is twofold, it allows our clients the knowledge of knowing Friday is a target every week for new content, thus giving them a deadline – and in-turn, gives Google a reason to come in every week.  Trust engines are fine, in principle, but for us, we have found that by making our sites rank well, it already demonstrates a high level of trust.
    • Keywords – they are essential. For a search engine to find you, they need to evaluate if you fit in the criteria of a search. Let me explain that.  If you are from Cork, and you want to find a specific service such as graphic design – you may enter ‘cork graphic design’ in a search engine.  For that search engine to evaluate your query it will take each keyword concatenate them together using a logical operator (the plus sign).  Each one of those keywords are used as a ‘string’ to provide you, the user, with a list of search results. https://www.google.com/search?q=cork+graphic+design

    Thus, keywords help hugely which is why we built our own algorithm. 

    • Brass tacks – what about the layout, the aesthetics! It is as important as the rest. Using the physiological data, you have just gained using analytics – there are three key things to remember.
      1. First impressions the “homepage
        • It must be clean, crisp, easy to navigate, and on-point! If you want your user to be instantly taken from your homepage to the shop in one click, than call to action is required.  If you want your user to buy a product you don’t sell much of, guess what – make it a feature on your homepage to drive sales.
      2. Second impression means they want to know “about you
        • We’re all culprits, as humans we are constantly wondering, and a website is where we will find out about a person. So the about section is key, particularly for new customers.  Those newbies want to know about your company, its reputation, how long it has been in business, how they care for customers.  But keep it short, precise and on-point. 
      3. Third impression and this is critical – the “contact us”
        • The last destination a user will visit. Think about it. When a user enters your website, particularly an e-commerce site.  They want the shop, nothing else and, as such – the last thing they, or any other user will do is contact you.  Because of that, it should ALWAYS be the last item on a menu! 
        • That contact page needs a few things. Forget complicated forms for the user to fill out – simplify it.  If you have a physical location, it needs a map - no two ways around it.  It also needs contact details, but not the kind that you need a pen and paper to write down – make those details clickable.  Phone numbers, email address(es) – make it easier for the customer.  Then add social media buttons, and where appropriate, add live feeds to those accounts. 
    • The in-between. There is only one requirement – keep it consistent. Every page should look alike, so no matter what page the client is on, they know they are still with your brand.  Don’t let them room to doubt.

     

    Building a website requires one very crucial thing – never think of a site as ‘you’, always think of it as ‘them’! 

     

    For more information – drop Code Stack an email on codestackireland@gmail.com




    Angela
    Code Stack


    www.CodeStack.ie