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Why is Website Strategy So Important?

So you’re feeling under the weather. You’re hot and cold with abnormal temperatures, and your body feels like a village of angry munchkins have beat the health out of you. To your credit, you brush it off and tell yourself that you’ll get through it.

But then – you’re certain that your cat spoke to you, and now he’s doing an Elvis impression. Oh, no. Something is wrong. (But yet, so right.)

Enough is enough, so you make an appointment to visit the doctor. Miserably sitting in the cold waiting room, they summon you back. The bright lights are killing your disoriented head. When the doctor enters the room, he says, “You look terrible. You’re definitely sick. Take some medicine. Hope you feel better!” Promptly, the doctor leaves the room. No diagnosis. No explanation. No inkling to the type of medication you should be taking. Not only that, but you’re out of your $25 copay and are still holding to the belief that you are, in fact, Dr. Dolittle.

Now what?

When you go to the doctor, you expect them to evaluate you, assess the right diagnosis, and come up with an acceptable treatment plan to get you healthy again. Nobody wants to leave feeling worse than when they came in.

Prescribing a treatment plan before diagnosis is one of the most common mistakes in website development. In other words, it’s common for businesses to jump into web design without understanding how it will be used and who it will be used for. You’re wasting the time of potential customers and your precious dollars. Take the extra time necessary to plan websites.

A truly effective website development & design company will help you create a website that is not only gorgeous, but is what your customer is looking for. In turn, it will drive the results you want, too. There’s a method to this madness.

1. Gain a Deeper Understanding of Your Customers’ Needs

Before you meet with your website design & development team, it’s important to have an idea of who your customers are and what they expect from your company. In order to gain a deeper understanding of their needs, you can host a lunch or send them an email with survey questions. Ask questions like:

  • What would you like to see from our new website?
  • What products / services do you care about most from our company? Why?
  • What are some challenges you currently experience with our website or company?
  • What is one positive experience you’ve had with our company?
  • What do you think we could improve on?
  • What do you think we exceed at?  

Gathering customer feedback helps your business by identifying opportunities to improve your company, as well as bringing forth your strengths. However, this particular exercise will help you identify ways your company’s website can remedy their concerns or pain points and which strengths should be at the forefront of the website’s message and structure.

2. Create Personas

If you’ve been an avid reader of our blog, you know that we’re huge advocates of personas for any business. However, we like to use Web Design Personas when creating websites. This helps us create a website that has the features and functions the user is looking for, with a design that is also intuitive. By mapping out your website’s features and main navigation using your customer needs and wants, you’re able to keep your customers on your site longer.

Web Design personas toolkit

3. Map Out Your Website’s Features & Functions

It’s time to start addressing their pain points and challenges leveraging the features and functions of your website. For example, did your customers say it would be nice if they could pay their bill online? Or if they’d like to be able to create a profile and store items there? Perhaps there’s something else they asked for that could be resolved with your site. This is your chance to create a website that is useful and easy for your customers. This is your opportunity to make a positive impact.

4. Hire a Trusted Website Partner

Your website is the hub of your company. Make sure that you enlist the help of an experienced web development team that takes the time to understand your business and your customers. This can be the difference between a website that just looks pretty and a website that performs how you and your customers expect.

If you need help with your web project, send our geeks at Iron Springs Design a message. We’re always happy to discuss new ideas!