Most websites are built on the idea that a business has a message that they want to push into the brains of their audience. And that magically, that message will compel their audience to buy their product or do business with them.
Their pages talk about what they do and who they are. They list their credentials and their achievements.
If they blog, it’s usually about company news. New products. Sales and special promotions.
This kind of information does nothing for your audience and potential clients and customers. When was the last time you looked up a website to see what staff changes had happened at a business?
What purposes do website visitors *actually* have in mind? Things relating to solving the problem that they have. How to buy a product. How to use it. How to maintain it. Is this business experienced in solving problems like mine? Do they understand the needs of someone in my specific situation?
If you reflect your customers in your website, if you make it easy for them to see that you’re a good match, they’ll know that you’re who they want to buy from. If you make it easy for them to solve their problem, they’ll become or remain a loyal customer and recommend you to friends and peers.
At Brain Candy, we follow principles of User-Centred Design in our work. It involves slowing down the initial phase of a project to properly research the goals and needs of both the business and the users/clients/customers. This leads to websites that are built from the outside in, designed to meet the needs of those external to your business: your customers. It pays off in better outcomes for everyone, smoother running projects, and less wasted spend on rework.