Marketing without a focus on user experience (UX) and user interface (UI) is like sending out invitations to a housewarming party before your house is even built. People show up, but there aren’t any chairs, food or even drywall. It’s like you invited everyone but didn’t actually anticipate any guests. So, no one knows what to do, and they just kind of leave awkwardly and never come back.
Or imagine a business sending out invitations to a grand opening, but having a similar experience. You’d never do business with them after an experience like that. But a website is your virtual business … you get the analogy here.
That’s why we focus on UX/UI to a greater extent than many other digital marketing agencies. However, before you hire us or anyone else as user experience consultants, there are several questions you should ask yourself.
3 questions you and your user experience consultant should be answering
UX/UI is made up of several elements, but two of the most vital are content and how they flow on your site. The best way to figure out what the right user experience should be on your website from both a site flow and content perspective is to ask these questions:
- What are the emotional, mental and physical hesitancies that someone may have before doing business with you?
Truly understanding the hesitancies of your potential clients is vital to building effective UX on your website. The reason? Your site needs to address each of the most common hesitancies of your target audience. Otherwise, they’ll more than likely be headed over to your competitors. Don’t know what hesitancies your potential clients have? Spend some time talking to your sales and customer service team members. They talk to your clients and potential clients regularly, so they should have a firm grasp on what hesitancies must be overcome before a potential client becomes your client.
- How can I address these hesitancies in the most caring, compassionate and transparent way possible?
You don’t want to ignore these; instead, get in front of them using strategic content to acknowledge the concern and then walk together toward a solution. This approach can be applied to every piece of content your business creates or has created for it from blog posts to webpage text.
- What is the background information that someone already has about this subject?
For example, if someone is Googling a medical diagnosis instead of symptoms, then we know several things. They’ve been experiencing symptoms long enough to have already sought a doctor. They may have undergone an MRI or other testing, and they have a diagnosis and are actively looking for treatment. So, content for this keyword should be less focused on symptoms and heavily focused on different treatment options and recovery. Likewise, someone who is searching for symptoms is likely in the early stages of their condition, so they haven’t sought a diagnosis yet. They would likely relate to content about probable causes for symptoms and next steps for diagnosis.
Why do you and your user experience consultant need to answer these questions?
The answer here is simple. Finding answers to these questions give you and your user experience consultants a solid foundation for your content and the flow of your site’s UX/UI.
If you don’t find the answers to these questions, your site is less likely to flow well and address your targeted audience’s hesitancies. As a result, the visitors to your site are likely to have a bad experience on your site and 90% of such visitors will head over to your competitors. And 88% of them won’t come back to your site again.
Want to build an optimal user experience on your website? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and landing new clients. However, it’s difficult to turn site visitors into clients if your site’s UX is poor. Fortunately, our BURG+CO. team includes user experience experts who can help you.
Our team has years of experience in helping businesses improve their website’s user experience and their overall digital presence, which allows them to more easily attract new leads and retain existing ones. If you’re looking to perform better in search engine results, attract more visitors to your site and turn visitors into clients with an exceptional UX, we’re ready to talk to you to see how we can help.
Contact our team today for more information about our UX/UI-focused digital marketing services or to schedule a complimentary consultation.