Lately, I have been explaining to my clients they should think of their website as if they were setting up a brick and mortar commercial space. What is the feeling you would like your customers to have when they drive up to your place of business? What is in the windows and how does this reflect your brand image? What differentiates your store from the one next door? How would you like the store to flow inside? Will you make it easy for the customer to find what they are looking for? How?

When you visualize your customers “walking through” your website, you will begin to understand how you can create a uniquely powerful user experience. You can envision your customers and what they may be looking for. In the design process we call this creating user personas. A persona is simply a representation of your most common target audience. It will help you standardize the needs of your target customers and help them get solutions faster.

Developing an accurate picture of your customers doesn’t need to cost you large amounts of money and tremendous effort. Get to know your customer by studying your current data, asking questions, and finding out who they are and what they need. This will not only help you make the right marketing decisions, it will simplify what you need your website to say and do.