In order to design a site that people enjoy using, you need to know what motivates them. When people use the web, they're almost always doing so to find information, not for pure entertainment. That means that when most people come to your site they're doing so with a particular goal in mind.
They probably also got to you from a search engine, or by following a link, rather than by knowing your direct URL. If you don't believe me, check out the stats for your site. Typically many more visitors are referred by search engines or links than come directly. You can use these stats to find out what people's goals were and that helps you clarify what it is that visitors want from your site. Because people are coming to your site with a specific goal in mind, it's important that you help them quickly reach that goal.
81%
of shoppers conduct online research before making big purchases
12
is the number of searches B2B buyers conduct before engaging on a specific company’s website
20%
is the increase in sales opportunities that nurtured leads produce versus non-nurtured leads
Your website is not for you – it’s for your customer. And anybody visiting your website is on a mission, expecting specific answers quickly and easily. If your visitors are delighted with the experience they’re having and the information they’re learning they’ll dig in even deeper.
Most websites are simply informational. Fancy (and expensive) brochures.
The best websites are designed to be transformational. A high performance website delivers an experience with powerful content, beautiful design, specific language, and the right ways to engage with your business and expertise. Done right, visitors become prospects, and the right prospects become customers.