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What Is Purpose-Driven Website Design?

Are you looking to upgrade your small business website in 2018? While there are many ways to enhance your website, we recommend focusing on purpose-driven website design.
What is a Purpose-Driven Website Design?
A purpose-driven website design offers a healthy balance between an aesthetically-pleasing design and functionality. With a purpose-driven website, an intentional path for the user experience is created at the beginning of the design process. As a result, the website serves as a strong asset to both the business and the consumers that use it.

How Can You Implement a Purpose-Driven Website?
With so much business being conducted online these days, your business has no excuse for still having a website that offers a subpar user experience. A purpose-driven website moves past the design aspects that just “look pretty” and instead provides consumers with an intentional and functional buyer journey that drives results.

Here are four critical steps that your business needs to take to create a purpose-driven website that aligns the needs of the user with the goals of the business:

Step 1: Educate Your Team
In order to design an effective website, you need to educate your digital marketing agency about the ins and outs of your business. All too often, web designers overlook this necessity and instead focus on the visual aspects of a website. However, neglecting to truly understand a business and its verticals will negatively impact the website’s performance.

Step 2: Establish Clear Goals for Your Website
Before you begin designing your website, you must determine the purpose of your website. Do you want to earn more conversions? Or is your priority to educate your audience so that you become the go-to resource for all industry-related matters? Since there’s no one-size-fits-all solution for web design, you need to establish clear goals for what you want to achieve before diving into the project.

In addition to establishing clear goals, you also want to make your goals measurable. By setting measurable goals, you’ll be able to routinely check your progress and tweak your strategy when necessary.

Step 3: Determine the User Journey
Now it’s time to think about your target consumers. Where is your traffic coming from (Google search, social media, email campaign)? Which calls-to-action will motivate a click?

When visitors arrive on your website, what do you want them to do? If you have multiple buyer personas, you’ll probably want to create multiple buyer journeys on your website. It’s critical that your website designer be aware of the of the vastly different motivations that your different buyer personas have in order to design intentional user paths that best achieve your goals.

Step 4: Keep Things Simple
Simplicity is the key to a providing a good user experience for website visitors. An effective purpose-driven website requires users to make few decisions along the buyer journey. As a best practice, don’t offer more than seven navigation elements in menus and page layouts. Keeping things simple will help drive the action that you want your website visitors to take.

By following these four steps when upgrading your small business website, you’ll benefit from getting a purpose-driven design that takes your website visitors on a seamless and intentional buyer journey. When you have a clear purpose for your website, you’ll be able to design it to best accomplish your end goal.

Our team at New York Ave is passionate about designing intuitive small business websites that benefits both the consumers and business. Contact us to learn more about our human-centered approach to website design and how we can help you to achieve a purpose-driven website that functions for your business.

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1 Average median salary in Florida for ‘Marketing Director’, based on research by Glassdoor. 2 Retirement calculated at 3% contribution, based on research by 3 Health premium average calculated by ranges provided from a 2016 Health Benefits survey. 4 Total employee average calculated at first year and includes the following considerations: $4k onboarding and training, $1k software and subscriptions, and $3.75k outsourcing help. Total agency average based on Florida-located, full-service agency.