Once your audience lands on your website, whether they are new to the site or have engaged before, how do you want them to navigate your site?
The user experience is about understanding where your audience is in their buying journey, and building out your content and call-to-action buttons to empower them to take action.
Let’s say you’re a non-profit with a mission to feed vulnerable and low-income families across Seattle. You will probably want your donors to land on your homepage where your hero section will capture their attention with a header like:
“That spare change on your dresser can feed Mark’s family today.”
This header text, along with an image of Mark’s family happily eating a meal as the header image, can be quite powerful in terms of language that inspires your audience to donate, and the visual element adds an emotional appeal.
Now you’ve got your audience’s attention, how do you build trust with them?
Perhaps you send them to your About page so they can dive deeper into your mission and story. Or maybe you lead them right to a Donation or Volunteer page. Maybe your Homepage has everything they need to take action.
The key here is that by diving into who your audience is and how to get them to take action needs to be thought out before you begin designing your website.