When planning a new website, it’s essential to move beyond the aesthetics and focus on the core objectives that drive the entire project. At Exner Digital, we believe that every website should have a clear, defined purpose that aligns with the client's broader business goals. This is why our process always begins with a fundamental question: "Why does the client need a website?"
The answer to this question lays the foundation for everything that follows. The purpose of a website can vary widely—perhaps it’s meant to generate leads, provide information to customers, sell products, or build brand awareness. Understanding the primary objective of the site is crucial because it influences every decision we make, from the design to the content and the functionality.
For instance, if the website’s primary goal is to generate leads, the design should prioritize conversion-driven elements such as prominent call-to-action buttons, clear value propositions, and easy-to-use forms. On the other hand, if the site’s main purpose is to provide information to customers, the focus will be on user-friendly navigation, accessible content, and a well-structured layout that makes it easy for users to find what they need.
Once the core objective is established, our team at Exner Digital shifts focus to the user journey. The user journey is essentially the path that a visitor takes from the moment they land on the site to the moment they complete the desired action—whether that’s making a purchase, signing up for a newsletter, or contacting the business.
Designing this journey requires a deep understanding of the target audience. What are their needs? What problems are they trying to solve? What information do they need before making a decision? By answering these questions, we can create a logical flow that guides users toward the goal while ensuring a seamless and enjoyable experience.
For example, in an e-commerce site, the user journey might start with a search or a product category page, followed by detailed product pages, and end with a smooth checkout process. Every step is carefully designed to reduce friction and keep the user moving forward.
Calls to action (CTAs) are an integral part of the user journey. These are the prompts that encourage visitors to take the next step, whether that’s clicking a button, filling out a form, or making a purchase. The effectiveness of a CTA can make or break the success of a website.
At Exner Digital, we don’t just place CTAs randomly across the site. We strategically position them where they are most likely to be noticed and acted upon. This involves testing different variations to see what works best and ensuring that the language, design, and placement of the CTAs align with the website’s overall objective.
For a site designed to generate leads, for example, a well-placed CTA might be an invitation to download a free eBook in exchange for an email address. On an informational site, it could be a prompt to sign up for a newsletter or contact the company for more details.
Design plays a significant role in how a website communicates its purpose and guides users toward the desired action. But good design is more than just making a site look attractive; it’s about making sure that the visual elements support the site’s core objective.
For instance, if the goal is to convey professionalism and trust, the design might feature clean lines, a minimalistic layout, and a subdued color palette. If the site is aimed at a younger, more creative audience, the design could be more vibrant and dynamic, with bold colors and interactive features.
Finally, it’s important to recognize that a website is never truly finished. As the client’s business evolves, so too should their website. At Exner Digital, we advocate for a mindset of continuous improvement, where we regularly analyze the site’s performance, gather user feedback, and make data-driven adjustments to optimize its effectiveness.
Whether it’s tweaking the user journey, refining the CTAs, or updating the content, these ongoing adjustments ensure that the website continues to meet the client’s objectives over time.
Building a website is about more than just creating an online presence; it’s about creating a powerful tool that drives business success. By starting with a clear understanding of the website’s purpose, designing with the user journey in mind, and aligning every element with the core objective, we ensure that our clients’ websites are not only beautiful but also effective. At Exner Digital, this approach is at the heart of everything we do, helping our clients achieve their goals and grow their businesses in an increasingly digital world.
