While there are many ways that we’ve seen websites evolve over the past few years, the most notable trend is the emergence of human-centered website design. In today’s digital world, your company’s website is the epicenter of user engagement and conversions. By harnessing the power of user experience design, you will create an intuitive website that fosters customer satisfaction, leading to maximum conversions.

How can you design a website where each click, navigation path, social share, and video caters to the needs of users? The businesses that are most successful with human-centered website design understand their audience, know how they prefer to interact online, and anticipate their reaction.

Here are four secrets to accomplishing a dynamic human-centered website design:

1. Design to improve
When giving your website a facelift, place emphasis on improving its functionality. When preparing for a website re-design, carefully review analytics and determine what’s currently working and which areas need immediate improvement.

Also, design your website in a way that it will improve your customers’ understanding of who you are and how your products and services will benefit them.

2. Design to connect
You want your website to serve as a bridge that connects your business with your audience. Think carefully about the type of content that you will share on your website and the format that you will use to deliver your message to your audience. If implemented well, the content that you serve your audience will help them to forge an emotional connection and sense of loyalty to your business.

You also want to design your website in a way that makes it easy for visitors to share content. For example, including social share buttons on your website makes it a no-brainer for visitors to share your content and spread the good word about your business. This, in turn, will increase brand awareness and help your business to earn more connections with prospective customers.

3. Design to solve problems
Make it easy for your audience to come to your website and find the content they need. Attach a blog to your website to address common challenges that your customers are facing and share how your business can help. And, if visitors still can’t find the information that they need, encourage your audience to reach out to you by making your contact information visible throughout your website.

4. Design for experience
If you want your website to stand out and be a resource that your audience will return to time and time again, design for the experience. Understanding your audience and how they prefer to digest content will help you to use your website to create the ultimate buyer’s journey.

Warby Parker is an example of a company that has embraced designing for the user experience. This online eyewear retailer carefully analyzed the buying process of its products from its customers’ perspective and was able to design a website that makes it easy for customers to find products they love.

By taking these four “secrets” to human-centered website design into account with your own website, you’ll benefit by having a user-friendly website that builds credibility with your audience and increases your search ranking. And, most importantly, you’ll have a website design that helps your business to earn more conversions.