Ever feel like you’re throwing time and money at your website and still not seeing the results you want? You’re not alone. One of the biggest mistakes I see—whether you’re starting from scratch or refreshing an old site – is skipping the strategy phase. That starts with 4 simple but powerful questions.
These questions are the same ones we ask our clients at Klarity Lab before any new website project. Big brands do it. Small businesses should too. Why? Because without them, you risk building a website that looks good on the outside but does nothing for your customer – or your bottom line.
Let’s walk through the four questions that can turn your website into a smart, strategic tool for your business.
1. What Is the Purpose of the Website?
This one might seem obvious, but you’d be surprised how often it’s missed. Are you trying to generate leads? Sell products online? Build credibility? Maybe it’s all of the above. Either way, clearly defining the purpose will shape everything – from layout to functionality.
This will then help determine whether you need a simple landing page with some basic information or a full-blown e-commerce store with all the bells and whistles to support your business.
You also need to look at where you are at with your business. Let’s assume you are just starting out and are looking to sell online. It might make more sense (and less risk and money) to use an existing e-commerce platform until you are able to invest in a more customised solution.
An example of this was when I was approached to rebuild a website for a new client. The business was well established and a lot of the sales process is completed face to face due to the nature of the industry.
When I asked this question, the true purpose of the website was not for new customers to find them. Rather it was for their prospective clients to have a way to check they are a ‘legitimate’ business. This not only helped with confirming the type of website required but what information would need to be available to ‘prove’ their legitimacy.
2. Who Is Your Customer?
No matter what you are doing with your digital marketing, knowing your customer is essential…actually its the opening passage to your digital marketing Bible. If you haven’t built your customer personas, do so now. Once you understand your customer drivers, pain points, objections you can then start building your online value proposition.
Knowing your customer will also drive the design of your website. For example, your customer persona may like to have a lot of images over text. Perhaps your customer persona may be the type of people that need detail so it is essential that you include a lot of information.
But what happens when you’ve got a mixture of both of these types of customers or are unsure what your customer wants? This is where user experience testing plays a central role. You may need to complete some initial testing of wireframes or design mockups with your target customer. This can be as simple as showing customers your hand drawings or something you put together in PowerPoint (this is a whole other topic).
This will allow you to understand what the experience should be and not what you think it should be The added benefit is it also helps with prioritising what features and functions should be built and those that should be discarded.
3. What Action Do You Want the Customer to Take?
Now the customer has found your website what is the outcome you are looking for? More importantly, what is the customer trying to achieve on the website? Go back to your customer personas and find out the main action or actions they are trying to complete.
Understanding this will influence the flow of the site. For example, if the main action your customer is trying to complete is to find product specifications, don’t bury it under a number of screens. Make it as easy as possible for them to find the information and complete the desired action.
A good rule of thumb is to have all important information no more than 3 clicks away from the main navigation.
The online experience is often used by customers as an indication of the service they will receive from the company.
4. What Are the Most Frequently Asked Questions You Get?
This one’s a goldmine.
If people are always asking you the same things, that’s a clue that your current site – or your competitors’ sites – aren’t answering them. Add those answers to your new site. Not only does this improve the user experience, but it’s also great for SEO.
People are already Googling these questions. If your site provides clear, valuable answers, you’re more likely to show up in search and win their trust.
Final Thoughts: Build With Strategy, Not Just Style
Before you dive into design, take a step back and ask these four questions. They’ll help you prioritise what really matters, reduce wasted spend, and create a site that actually works for your business and your customer.
Ready to make your website work harder for your business? Contact us today and let’s talk about building a site that delivers results.
About the Author: Brad Austin is the founder of Klarity Lab and brings over 25 years of experience in IT, digital strategy, and customer experience. Brad has worked with and led cross-functional teams in Australia, Luxembourg, India, Pakistan, and the Philippines. Before launching Klarity Lab, Brad was an innovation consultant with one of Australia’s big four banks and now helps businesses turn their websites into powerful growth tools.