Designing a Website to Fit Your Company’s Persona




  • From A/B testing to choosing just the right series of images for your homepage carousel, designing a website to reflect the persona of your company requires both forethought and the willingness to adapt to new information. A website isn’t a static entity, but rather a living, breathing component of your business. Its primary purpose is to help new potential customers and users understand what services you offer. A website should also facilitate communication and sales. Essentially, the ux development process of your site should produce a result that reflects the day to day reality of your business.

    Conversion Rates

    In web development, much is made of the idea of individual hits, page visits, and click through rates. However, no matter what website your company is developing, the most vital aspect of its performance is measured in terms of how many visitors interact meaningfully with the site. The definition of “meaningfully” is specific to the business. As an example, a website for a traveling performer would want visitors to submit their email addresses so that the site could keep them updated on when and where the performer would be appearing next. A site for an architectural firm would want visitors to request a phone interview or project bid for a new development. Whatever the specific business is, the site must be designed so that the highest possible number of visitors interact with it meaningfully.

    Eliminating Clutter

    Although the direct approach may seem overly simple, the less clutter and visual distractions a website has, the easier it is for a user to navigate. Whatever service or product your company wants to sell should be accessible on the landing page. Burying links or interactive features will only slow down the process and make users think that your company is not particularly good at what it does. A clean, straightforward design will help increase your conversion rate and also bolster people’s opinions about your business.

    New Content

    Whether it’s new images, new blog posts, or even just a quick link to notable news items, a website should attempt to integrate new information on a regular basis. Users don’t want to visit a website to discover that it is exactly the same since their last visit. Much in the way that a receptionist added life and color to a traditional brick and mortar business, a website must also show signs of life and change on a regular basis to make people feel relaxed and in good hands.

    Make Your Images Personal

    Regardless of what your company does, having landing page images with people in them is highly recommended. People are drawn to other people. A website that displays only products or services will feel impersonal and removed. By featuring smiling, happy people in prominent places on the landing page, users will feel that they are in excellent company.

    A/B Testing and Other Tricks of the Trade

    Just because your landing page works doesn’t mean that you should become complacent. The best websites continually update their designs depending on how users interact with it. A/B testing is a way to determine how two slightly different versions of the same page perform in real time with real users. In essence, different users will be directed to either the “A” or the “B” version of the page when they click on the link from their browser. By tracking how users interact with this page, you can choose the best version depending on conversion rates and other information. By performing these tests on a regular basis, you can prevent your website from becoming dull and preserve its vitality.

    Have a Little Fun

    Although these technical considerations are fundamental to accurately reflecting your company’s persona, the most important factor is making sure that you enjoy your own website. After all, if you don’t want to visit it, why should anyone else? Have fun with the design, and let your true colors show.


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