Conduct Thorough User Research
It is perfectly fine for someone to create a personal website that is all about their interests, their preferences, and written in their own voice. After all, a personal site is about self-expression. When it comes to business sites, however, a site isn’t about corporate expression, it’s about connecting with customers and the public at large. In order to do this effectively, companies need to do extensive research.
This begins with the usual market research that businesses should already be doing to stay relevant. Knowing what a customer wants is the key to developing new products and services. It is also important in designing marketing campaigns and advertising that appeals to consumers. This research can also be applied to websites by identifying which demographics are most likely to visit the site and purchase a product online. By creating profiles of these individuals, companies will be able to target their web design to speak directly to those demographics.
User Research will inform everything from what price points will work in web sales to what language to use in writing content. Color schemes, images used, and even the layout of a page should be based on what users want and respond to and there should be constant testing to make sure that every aspect of the site is contributing to a positive user experience.