Guiding Attention: Designing Your Website for the Optimal Customer Journey

March 15, 2021
creating a perfect customer journey

     Building a good website is as much an art as it is a science.  While it’s easy to get carried away with    perfecting the colour scheme, functionality, sales copy, and all the rest – it’s important that we don’t forget the most important objective of any website.

                                        We want to take the customer on a journey.

    When a new visitor lands on our site, they don’t know anything about what we are offering, and our job is to walk them from that position to one where they trust us and want to purchase whatever we are selling.  There are no shortcuts here. Rather we have to think strategically about how we make that transformation.

    Here are some of the key principles we should be considering when designing a kick-ass customer journey:


    • First Impression.  Online attention spans are incredibly short.  A new visitor will not stay any longer than a second or two on a site that doesn’t immediately grab their attention.  So, your home page has to have something that is an attention-grabber and sets the tone for the rest of the journey.  This could be a call-to-action, an image that surprises them, a compelling video, or any other creative asset that leaves them wanting more.  If you don’t get this right, you’ve lost them from the get-go.
    • Narrowed Choices.  We all suffer from choice fatigue which is that feeling of paralysis we get when there are too many options at your disposal.  Your website should not have a thousand different potential avenues for your visitor to go through.  Rather, it should have a few narrow corridors that are carefully planned out – so that the choice of which one to go down is clear immediately.  This also helps you make your content more relevant because it forces you to be specific and actionable
    • Intuitive.We’ve all been on websites that are cluttered and difficult to use for various reasons.  Don’t be one of those people.  The website needs to be designed in a way that is intuitive and easy to use so that people feel encouraged to click through it.  It doesn’t matter how fancy your fonts are if the general structure is difficult to understand.  Stick to the basics that we’ve all come to expect from websites, and you’ll find many more customers coming down the path with you.
    • Pain Points.  At the end of the day, a customer is looking to solve a problem they are facing.  The more you can focus your design on customer pain points, the more likely they are to pay attention and relate to what you’re doing.  Don’t get caught in the trap of waxing lyrical about features and jargon when instead, you could be talking to the customer directly about how your solution solves their problem.  Be solution-focused, rather than feature-focused, and you’ll come out on top.
    • Call to Action.  The bread and butter of any marketing strategy is to drive a customer towards a call to action so you can start to engage with them more directly.  If your website is only informational and there is no way for a potential client to engage, then you will never win their business.  Each page of your website should have a clear call to action that encourages interactivity with visitors.  This could be driving to an email list, a sales call, or even just to a social media feed.  The better your call to action is, the further that customer can journey with you.

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    So, there you have it!  5 key principles to keep in mind as you build your website.  Spend some time thinking about the customer journey you want to craft and build with that in mind.  All you’re looking to do is guide attention, and then let your product/service speak for itself.

     

    If you’re looking for some expert help in building your custom website, then we’d love to help!  We’ve got vast experience in building websites of all types and would be very excited to help you bring your creative project to life. 

     

    Get in touch today and let’s talk about what we can build together!

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