That’s right. Your opinion doesn’t matter when it comes to your company’s new website. Whatever your personal preferences are in regards to colors, fonts, design styles, imagery, video usage, etc. – throw them out the window!
Now, before you jump to conclusions and think I’m telling you to allow your web designer to have free realm, relax. That’s not what I’m saying.
The web design agency or freelance designer who is creating your new website should by no means be given the reins to create whatever they are “inspired” to create for your brand. Therefore, not only does your opinion not matter, but your website designer’s opinion doesn’t matter either.
I know what you’re thinking… “So, whose opinion does matter then?! And how in the world does my opinion not matter in the design of my company’s website?!"
Well, there are multiple reasons – three to be exact – of why your personal preferences do not matter when it comes to the design of your business’ website.
Reason #1: Your Website is Designed for Your Target Buyer
The main reason your opinion means nothing when it comes to the design of your website is that your website is not being designed for you. Your website is being designed to appeal to those who are going to buy your product or services – your buyer personas.
When working with a freelance website designer or a web design agency, you should be clear about the identities of your current buyers and those of your prospective buyers who you would like to market to once the site is live.
In order for your website to be designed to appeal to your buyer personas, your web designer needs to know what your target demographic likes and dislikes when searching or shopping for your product or service online.
Reason #2: Web Design is Data-Driven
Your new or redesigned website should be completed based on data. If your web designer is not creating a data-driven website for you, they’re not doing it right. Period.
Your web designer should be conducting thorough research on your buyer personas through interviews/surveys and user testing. They should be contacting some of your repeat customers (with your permission, of course!) to ask questions like these:
- What do you currently like/dislike about this brand’s website aesthetically (colors, fonts, imagery, etc.)?
- What do you currently like/dislike about the functionality and navigation of this brand’s website?
- When you first visited this brand’s website, what pages did you visit first and why?
- When you return to this brand’s website now after buying, what pages do you visit and why?
- Was it hard for you to navigate through and find what you were looking for on this website? If so, what might make it easier?
- What on this website made you decide to buy from this brand?
- If there were three things you could change about this website, what would they be?
- What are three examples of websites with design and functionality that appeals to you?
Once this data is acquired, your web designer will have a track to run on provided by your ideal buyers. After a beta website design is created, your web designer can then conduct user testing to prove the data, which leads me to my final point.
Reason #3: Websites Serve the Purpose of Producing Results
Data doesn’t lie.
You might hate your new website. The main colors might be pink, purple and white, but you wanted green and shades of blue. The main font might be Open Sans, but you liked Arial. And the imagery might portray a different theme than you wanted to go with. All of that is entirely possible.
However, if your prospective buyers love the design and functionality of your website, it will produce results. If your new website functions to help your buyer personas better find what they’re looking for, if the design shortens the overall path to conversion, and your business then increases because it’s easier for prospects to reach a goal, that’s a big win!
And if you’re seeing ROI from your new website design even if it doesn’t fit your personal tastes, who care? Your company’s website was not created to entice you after all!
Learn How to Help Your Buyer Personas Find Your Website!
Your new website might be designed for your buyer personas and it might be prepared to help you increase your ROI, but if your target buyers can’t find it, it’s not going to work.
However, by optimizing your website for search engines, you’ll be able to improve your website’s visibility in organic (free!) search results. This will then increase your qualified traffic allowing your website to then do its job and convert more business!
Download The Beginner’s Guide to Search Engine Optimization to learn the ins and outs of SEO so you can begin seeing visible ROI from your website.