Get results with websites based on audience research, not on opinions

As a new web designer, my workflow was typical of a freelancer. My designs were reflective of the client’s preferences. I asked questions like:

“What colors do you like?”

“Could you point me to some other sites you like the look & feel of?”

“What menu navigation & pages do you want?”

Clients loved this approach. They felt like I was addressing their concerns, listening to what they wanted, and providing good service. Years later, I’ve come to realize this couldn’t be further from the truth.

Most of the sites I built based upon my client’s desires didn’t perform well. Sure, they were happy at the project’s end and signed a nice little form for me to say that they approved the launch of the site. After launch, not much happened. The sites look nice, and many are still sitting there. They function more as a glorified brochure for the business than a vital, central hub of marketing & results for the company.

After watching this happen over the span of a few years, I knew my process needed to change. Although the clients loved the website when we launched it, their customers simply didn’t. And that’s who every website needs to be built for.

The website process is totally different now. Clients communicate to us what their business objectives are and who their audience is instead of their favorite colors & websites. My web team does thorough research to figure out the places on the web where our client’s customers “hang out.” We find other sites they are loyal to, services they use regularly, brands they follow, media they consume. What are the customers used to seeing? What do they expect from a website? How can we build a place on the web that they WANT to be?

And then we build that site — even if it isn’t what the client pictured in their mind. The client, however, never cares — because the websites get results.

Customer preferences should always be the basis of any marketing decision, from design, to message, to delivery. Throw opinions out the window — at least if you want success.

If a web designer, graphic designer, or anyone else asks for an opinion instead of figuring out what the customer wants, well … that’s just embarrassing.

Note: For a slightly profane look at how the design process can go wrong, please view this comic from The Oatmeal.