Planning your business website comes with a list of design specifications. Functionality and user experience will be of utmost priority, as with your branding. The color palette, logo, and other aesthetic components need to be present, as with a steady SEO campaign to ensure your visibility and ranking. While all of these are indubitably important, have you ever considered how your visitors must feel as they navigate through the pages?
Although not widely known just yet, empathetic website design is crucial to your business success. It places a much-needed emphasis on the user experience, where consumer insight becomes the core of your design. It focuses on how your consumers think and feel when using your website, which ultimately affects their buying decisions.
To learn more about empathy and its significance in website design, read on!
Why is empathy important?
The business industry is ever elusive and shifting. If you don’t understand what your customers need, someone will readily whisk them away. With technology carefully settling in between the processes, businesses can now do more in less time, so customer expectations are high.
Essentially, your customers expect to be lifted off their feet. Marketing’s main goal is to sell products and services, which can be done in various ways. You can create content, run sales campaigns, turn to social media—ultimately, however, it should convert leads and profits. You’re able to deliver their needs and get ahead of the competition, but for how long?
By incorporating empathy into your website design, however, you give your businesses a competitive advantage. The greatest and most successful businesses know this—the key to soaring new heights is making connections with your customers. Your marketing campaigns are well worth it, but your target audience easily sees through value and sales gimmicks. To play the game, you need to create conversations, relationships, and values.
How do I incorporate more empathy into my website design?
Planning these empathetic upgrades into your website won’t be easy, but it will be well worth it. Here’s how:
Step #1: Place yourself in your customer’s shoes
Before you make a move, it’s first important to understand what your customers may need. Navigate through your website and observe the processes clearly. Take note of common difficulties and recurring issues, especially functionality performance. Is it loading quickly? Are the calls-to-action visible?
Step #2: Analyze gathered data and insights
Once you’ve determined what needs to be changed, a careful analysis should be in order. It will help you understand the why behind your data—why are carts abandoned frequently, for instance? Could it be because of complicated purchase processes? How can you make it simpler?
Step #3: Determine possible solutions and implement them
Once you’ve identified the problem areas, determine what the best solution may be. How can you enhance your website better? Keep in mind that the core of your web design now is the user. As soon as you’ve come up with solutions, implement them!
The Takeaway: Feelings & Emotions Matter
You may be running a business, but keep in mind that your sole existence lies in your customers. They’re not machines—they think and feel, which is what they use when they consider purchasing your products and services.
At the end of the day, customers don’t choose the business that offers the most features. They remember your brand for how you made them feel, or how you’ve solved their problems. This is why empathy deserves a spot in all your marketing campaigns, and most especially your website. Connect with your customers today, reach success tomorrow!
We’re a web marketing agency in Jacksonville, dedicated to helping businesses grow. As an award-winning agency, we’ll make things happen for you. Ask us how—reach out to our team today!