Before a single line of code is written we need to consider the journey we wish to take the user on. This begins by understanding who the audience is, as different people will navigate websites in very different ways.

For example, if we run a sports nutrition business, then we need to understand that some people will navigate by:

  • Product – those who are well informed. Bodybuilders, for example, will already know what they want so will want to skip straight to the product information and learn as much about it as possible. They will then (at least in their mind) make a highly rational decision based on all this information, and will often be quite price sensitive if they see the same product (in this case, the specific ingredients) being sold elsewhere for less.
  • Goal – those that are not as well informed but rather doing it with a particular outcome in mind. These people will want to see the different outcomes that sports nutrition can offer. They won’t understand highly complex technical detail, but rather be interested in successful stories from people like them, and useful educational information that will help them along their journey.

The same applies for B2B organisations. If we run a technology company selling into large enterprises, some people will navigate by:

  • Technology – particularly engineers and other “hands on” individuals who have an understanding and interest in the specific technology being used.
  • Use case and department – particularly managers who may not understand the technology but do care about its implications for their particular part of the business.
  • Sector – senior managers, directors and business owners who want to understand where their market is heading and what their competition is up to.

We also need to take steps to reduce friction throughout the website. That means minimising the number of clicks required from beginning to end, ensuring the user understands where they are in that journey and typically leaving the more time intensive / arduous requirements from the user until the very end, by which point they are too invested to drop out.

“Simplicity is the ultimate sophistication.”

Needless to say that mobile technology has introduced another dimension entirely to user experience, as mobile users browse and behave in a very different way to desktop users. We need to ensure:

  • Calls to action are large and prominent
  • Large blocks of text are either removed or (preferably from an SEO perspective) hidden as tabulated content.
  • Telephone numbers are clickable
  • Fields have an autocomplete function
  • The entire journey can be easily completed with the use of just one thumb/finger.

The user experience also needs to accommodate key brand messaging and SEO considerations, so designing the right user experience can be a complex task that requires significant planning, but that is still a great deal easier than rushing the process and having to repair it retrospectively!

For details of how we can help develop your user experience, contact us today.


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    The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

    If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

    Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

    In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

    once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

    Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

    We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.