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Your website visitors are seeking refuge from a storm of chaotic information as they browse the Internet looking for buried treasure. Ideally, you either want to be the first pit-stop they make that ends their online search entirely or that moment of sweet relief when they finally find what they needed after scouring a number of unhelpful websites.

The impact of a great user experience cannot be understated. Econsultancy reports that 95% of respondents agree that “good user experience just makes sense.” Many sites are simply catalysts of frustration for its visitors, so it’s important to make sure your website’s user experience is outstanding! When redesigning your content, optimize for your target buyers first – and for search engines second. If you focus on the audience’s interests, the rest of your design will follow suit.

Ask yourself the following website redesign questions to make sure you:

1. Know your website visitors well.

2. You are creating the ultimate user experience for them.

Who are your target buyers?

  • Have you developed your target buyer profiles yet? Firmly establish what you are really selling and to whom you are selling it. Begin by drawing up a detailed list of 2-3 target buyers you hope to delight. Initial buyer persona criteria should include (but is not limited to) an individual’s industry background, job title, responsibilities at work, pain points, values, goals, information seeking habits, and a typical day in life.

  • Which of your target buyer profiles are the most lucrative? If you have multiple profiles in your target buyer arsenal, select the one that makes you the most money and create a better website experience for this audience. Directly address the buyer’s wants and needs by showcasing the products and services that appeal to them front and center.

  • Which of your target buyer profiles have converted most often? Each of your converted customers should be classified in your list of target buyer profiles. As you obtain information about these contacts, categorize them and analyze your website metrics for any trends. If one target buyer group stands out, what can you do to maximize the conversion rate?

  • On which site pages are your target buyers converting / spending more time? These pages are your money makers. Provide clear and simple pathways to them, stemming from your home page.

  • In terms of a business model, who are you today as opposed to in the past? You may discover your existing target buyer profiles require modifications as your company evolves. Take a content inventory to assess which profiles and respective pain points are being handled effectively.

What is the user experience like on your website?

  • Have you had non-company or non-industry members test out your site? Can someone less “tech savvy” navigate your site efficiently? Just because you can access your blog or complete a landing page form with your eyes closed, do not assume everyone else can, too.
  • Does your website copy cater to your target buyers? The language used throughout the site should resonate with the buyer profiles you’ve developed. However, this doesn’t imply stuffing your site pages with industry jargon. Just be sure the style and tone (and keywords, of course!) accommodate those people to whom you primarily sell products or services.

  • Does your website have a natural flow? Browsing your website should not feel like work. Ensure user experience is as fluid as possible! A visitor checking out your site with specific goals or intentions should easily be able to find what they need.

Where are your visitors coming from?

  • Who is actually conducting the research on your website? It’s important to recognize with whom you are engaging first. Who is making that initial interaction? Zero in on these visitors with messages that appeal to them.

  • How much traffic comes from social media users? If social media is a prominent source of traffic, this area of your marketing strategy should be cultivated. To start, be sure your website not only provides links to your accounts and fan pages, but is also riddled with social sharing icons (on blog posts, offers, contact pages, etc.).

  • What keywords are attracting your target buyers through organic search? Round up the unique search terms leading people to your website. Now develop a list of comparable alternatives and substitutions that might generate even more traffic. You can also take advantage of plural and gerund versions of effective search terms, as well as changes in word order. 

  • How can you capitalize on priority keywords to better optimize your website? Consider website design changes based on the needs of your target buyers. Generate an updated list of keywords – along with long-tail versions of each – that reflect those needs, and create site content accordingly.

When executing a full-fledged website redesign, user experience should be a top priority. With that said, don’t try to be everything to everyone. Define your desired audience and recognize how this compares to who is actually visiting your site. Put yourself in a user’s position, and walk yourself through a particular scenario. This task in itself may draw attention to issues you had not yet considered. And of course, always keep the needs of your target buyers top-of-mind.

For more tips like these, feel free to download our strategic website redesign eBook!

Free Download: Redesign Unlocked – The 10 Keys to Reinventing Your Website

About the Author

Oren Smith | Marketing Manager
Oren Smith, Marketing Manager

Oren Smith—our resident Marketing Manager and data geek... *ahem* expert—has been heading up PMG's marketing for 5+ years. Between stretches of content writing and inbound strategy, you might find him planning his next adventure abroad or enjoying a good, old-fashioned lobster roll.

 Tags: Marketing Strategy and Planning Inbound Marketing Website & Graphic Design

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