Based on our analytics data, there’s a good chance you’re reading this on a mobile device.
More people are using mobile devices than in the past. It used to be less than 20% of a website’s traffic came from mobile users. Now that number is over 50% for many of the websites we build. This means designing for mobile is more important than ever.
Good design vs. pretty design
Good design does not happen on accident. In order for design to be beautiful, it must also function well.
Design without function is art for art’s sake, which is not the goal of a business website. Business websites must encourage users to take action. Users may be hesitant to take action, which is why we provide content. Users may be ready to take action as soon as they land on your website, which is why we make it as straightforward as we can for them to do just that.
Your user’s needs
We base your website’s design on the behaviors you need from your users when they land on your site.
There’s more to design than making websites that are fun to look at. Pretty is good, but it’s only part of the story we tell about your business on the web. Your website must also be functional.
Desktop design differs from mobile design. Websites built for eCommerce differ from websites built for local businesses. We start by thinking about the behaviors we want to encourage. Then we design user experiences that encourage those behaviors.
Products vs. services
Think about the behaviors an ecommerce business might want to encourage. If you run a web store, you want your customers to search for the product they want and then purchase that product.
Local businesses offer a service rather than a collection of products. If you run a local business, you want your web users to call or book an appointment rather than search for and purchase a product.
Purchasing a product is a fundamentally different experience from booking an appointment. Design succeeds when its features are tailor made for your audience’s intentions, encouraging them to buy products or book appointments based on the needs of your business.
Discovery leads to action
Users may discover your ecommerce site from a Google search or even a radio or TV advertisement. When they land on your site, their search has not ended. They need to find the product they want to buy. Because of this, we prioritize the search bar when we build ecommerce websites.
On finding your local business website, your user’s search has ended. We want them to take action by calling you and booking an appointment. The search bar is hidden on many of the websites we build for local small businesses. Your phone number or contact form are prioritized instead.
Matters of priority
Prioritizing page elements and content is important on the desktop, but it is even more important on mobile, where screen space is limited.
When designing for the desktop we don’t have to be as picky about the elements we choose to include. There is enough screen space to include more than enough content. When content is presented well, more users call to book appointments or make purchases.
Every feature on the website we build for you is based on the actions you need your users to take. When designing for either mobile or desktop users, we prioritize the behaviors we want to encourage above everything else. We do this by thinking about what’s important to the user. Great design starts with the user’s wants, needs, desires, fears, and goals.
We ask many questions. Who are your users? What do they want? What do they need? What are they afraid of? What do they desire? What goals do they have? How old are they? What are they interested in? What other kinds of products do they buy?
Using the answers to these questions, we develop personas that represents your ideal users. We design mobile and desktop experiences for those personas.
Your website must speak to your customers. The users come before the website.
Ramping up your web efforts
Every user needs something.
If your website fails to speak to your customer’s needs, they will leave and look for what they need somewhere else. If the website they land on meets their needs, they’re more likely to book an appointment or make a purchase. We design websites to encourage users to take action and solve their problems using your products and services.
The websites we build move the needle on desired customer behaviors. Let us prove that to you, starting today, when you call for a consultation. We would be happy to talk to you about who your customers are and what they need from your business’s website.
Let’s talk, give us a call at (647) 478-5858 – we can help!