January 15, 2017

What Is Outcome-Focused Design?

Web design is more than just designing a series of pages and plopping them on the internet. Design needs to be deliberate. It needs to zero in on concrete goals and built-in strategies for reaching those goals.

Design Follows Your Ideal Outcome, Not the Other Way Around

It seems like such a basic concept that a company’s digital presence should be focused on reinforcing that company’s objectives. Unfortunately, we have found that not to be the case.

When we sit down with a client to launch a project, we start with two major questions, and all of the rest follow from there:

  1. Who do you want/expect your website visitors to be?
  2. What do you want them to do when they get to your website?

Pretty basic, right?

The first question addresses your visitor-base. It’s important to know the client profiles of the people who will be landing on your website, so that you can tailor the website to meet their expectations.

The second question represents the whole reason your website exists in the first place: To convert visitors into leads.

What do you want your website visitors to do? Contact you? Learn something? Sign up for a newsletter? Read more information on what you do?

This is what we call a Call To Action (CTA)

Every company has a different CTA, so designing a cookie-cutter website that ignores a company’s goals is both counter-productive and ineffective.

The Next Step

Think about your answers to the two questions above. Does your website accurately address the answers in a compelling enough way to convert leads? If the answer to either question is no, then your website is not working for you. It’s just sitting there.