User Experience: The One Thing Your Website is Missing
Devan is a multimedia designer and user experience design expert. She creates unique, visually captivating, and informative digital brand experiences and websites for clients. She also educates creative entrepreneurs on design skills and more through her YouTube channel and Facebook group “Design This. Kern That.” With a 15-year background working for 3 major Fortune 300 companies, today she specializes in working with creative entrepreneurs and is also the founder of the Together Experience which is a annual conference in Portland, Oregon for all entrepreneurs in any industry and at any stage of their business journey.
We all know that creating a website is an essential part of having a business. Whether you own an online business or a brick & mortar, you’re presence online is key to getting you found by your future clients.
Today, with all of the DIY web applications available like SquareSpace, Wix, and Shopify, that allow anyone to build a website with ease. Simply choose a template you like and fill in the blanks. This is great but can also pigeonhole business owners into a template that hundreds or thousands of other business owners are also using, and isn’t using their ideal audience as the foundation of what that site’s functionality and flow should be about. This doesn’t really allow you to stand out and most importantly it doesn’t specifically fit your business and your brand needs.
What you’re missing is the actual structure of designing and creating your website to attract your ideal clients with a thoughtful design. This is user experience, also known as UX. UX is the purposeful and thoughtful psychology of creating a website by thinking about the usability and functionality of the site. How it guides your readers through the pages, how it informs them, leads them to purchase from you and answers all the questions they’d need to know before having to contact you. Where are your calls to action, what is keeping them engaged or making them drop-off your site? These are all things you think about when creating a site using UX.
With all the “things” we as business owners always feel like we are behind on when it comes to running our businesses, your website user experience is the one thing you should probably put all things down for. This is because having a website that has been carefully thought out with clear and consistent information and branding, gives your visitors a sense of comfort and trust. It not only informs them but it helps you appear more professional and will turn your visitors into leads.
Your website should work for you. Allowing you to work on what you need to, while the site does all the work helping to bring your potential clients in. Sound intimidating? It’s not. It just take some dedicated time, and focus.
A couple easy steps to get you started in thinking about the user experience on your website is by:
Doing an initial site audit
This will allow you to see what pain points your clients are having and enable you to better understand and think like your potential clients and know what they want to see, and understand before hiring or buying from you.
Challenge yourself to start over
It can seem intimidating to scrap everything and start over. But I promise you will feel liberated. This allows you to take what you gained from step 1 and only put back into your site the information that truly makes a make or break difference in gaining a new client.
Consolidate and eliminate
Analyze what you have now, look at what you’re able to consolidate into one page or piece of information and what you can just eliminate all together. This will help you really nail down what is important.
Research and sketch
Research what others are doing in their sites and note things that were easy for you when you were shopping on another site or looking for services. Take note and see where you can apply similar tactics to your own site. Then sketch out your new site design and flow. This will allow you to have brainstormed it on paper before going to the physical design phase.
Have your ideal clients test your site
When your site is finished, ask people who would want to potentially hire someone like you, or buy from you to visit your website and give you honest feedback. It’s ideal if they can screen record and leave a commentary as they go, so you can see exactly how they are navigating through your site. You make pick up on things they aren’t saying by watching their interaction.
I hope this was all helpful. User experience is so important in your website design and it’s something most don’t think about. By spending the time doing this and putting effort into the content and flow of your site, you will notice a definite change in your lead conversions and retention time on your website through Google Analytics.
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What are you going to change on your website?