Everybody wants a perfectly-designed website, but really, there’s no such thing.
Web design is an art. And just as there’s no perfect way to paint or draw, developers shouldn’t get caught up in the stress of trying to build a flawless website. But while perfection may not exist, website owners have plenty to gain from ensuring their target markets find value in each site.
First and foremost, value springs from one basic question: Does your website meet your audience’s needs?
Meeting Their Needs
What does it mean to meet your audience’s needs?
Without getting too deep into the black hole of marketing research done to answer that question, the idea boils down to a few core ideas:
- You have a target market—you know who your site is designed for.
- Your site has audience-appropriate content—you know what your audience wants to see.
- Your site is unique—it’s clear why your audience should choose your site over a competitor.
It’s that simple. Website owners’ whose sites excel in these three areas can confidently say they meet the needs of their audience. From there, everything else falls into place.
Sites Doing It Right
Addressing customer needs is a critical aspect of site design, so let’s take a look at a few websites that are crushing it in this area.
Blue Apron
Blue Apron, the DIY food delivery and master chef cooking service is our first example. Based around convenience and ease, Blue Apron knows that its users are busy and aren’t experts in the ways of the skillet and stove.
With these values in mind, the site has a straightforward, scrolling homepage that explains the product, its value to the busy consumer, and how easy it is for anyone to cook. The brand knows its market well and strives to create an experience that supports its audience as it decides whether or not to subscribe.
Chipotle
Who doesn’t love the fast-casual Mexican chain Chipotle? Recent food safety concerns aside, Chipotle has always had a strong brand identity that prioritized environmentalism, sustainable farming, and consumer choice.
Its website reflects these values well. Chipotle knows that, unlike many other restaurants, people support it because it supports them. The chain has always played well with Millennials and those on the younger end of the consumer spectrum thanks in part to how the brand markets itself. Its homepage places clear value on the brand’s sustainable practices, ingredient quality, and health of its customers—three values becoming increasingly important for its target market.
Who Is Hosting This
Next, consider the online tool Who Is Hosting This? Unlike our previous, ecommerce-oriented sites, this platform features a free online tool for domain discovery along with reviews of the most popular web hosts out there.
Unlike sites that aim to address consumers first, this site is targeted at internet-savvy webmasters. The site offers its headline feature (domain discovery) front and center, but includes extra information about various web hosts for webmasters trying to make hosting decisions. From a consumer standpoint, it’s complex—but for its target audience, it’s ideal. The site isn’t burdened with unnecessary details. It knows what its users came to the site to see, and it delivers it efficiently.
Building a Successful Website
As these examples show, there are plenty of ways to build a unique website that address consumer needs. Before you get caught up with endless optimizations and nitpicking details, make sure your page is of value to your market. When you’ve nailed down this philosophy, the rest will be smooth sailing.
Feel free to share things that have worked for you below!
