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Goal-setting is square one for any successful marketing campaign. There’s a simple reason for that: You can’t declare success until you first define what success actually is. For law firms, this means setting some clear, measurable, and attainable goals, then creating a marketing plan to help reach those goals.

As you think about the way you’re going to spend your firm’s marketing budget in the year to come, start at the beginning: Choose worthy goals that will help you to use those resources effectively. Here are some of the most valuable goals your firm can reach for in 2019 and beyond.

Thought Leadership

Legal services aren’t like consumer products, where the cheapest and most convenient option tend to reign supreme. When people hire a lawyer, they’re usually not looking to cut corners; instead, they want legal expertise they can truly depend on.

As such, there’s real value in establishing your firm’s thought leadership, casting your attorneys as seasoned experts within their field. That’s something a good marketing campaign can help you with. Whether it’s through blogging or via Webinars, you can use informative content to showcase just how much you know.

Local Search Presence

When local people or business owners need a lawyer, the first place they’re likely to turn is Google. A quick search will show them all the firms in their area—and if your practice isn’t on the short list, it might as well be invisible.

 

It’s simply never been more critical to have a prominent placement in local search results, and a solid website, combined with ongoing SEO efforts, can get your firm the localized visibility it needs to succeed. Aim for better rankings in the coming year!

Client Loyalty

Client loyalty is a big one. If the people you serve feel a sense of allegiance to your company—or just to you personally—then you’re much likelier to win their repeat business, as well as referrals. In fact, you may even see loyal clients turn into evangelists for your law firm.

There are a number of metrics you might use to measure loyalty to your law firm—ranging from social media engagement to the size of your email subscription list. These metrics also highlight the sheer number of tools available to you as you seek to cultivate a more loyal client base.

Online Reviews

Believe it or not, the reviews your firm gets on Facebook and Google really matter. As potential clients research your firm or your attorneys, they’re going to take this feedback seriously. What’s more, reviews are important SEO ranking signals—so the more reviews you have, the more it helps you get that local search dominance.

We highly recommend a proactive approach to online reviews. Don’t just wait for them to happen; actively seek them out, asking your satisfied clients to kindly leave you a word or two of appraisal.

Referrals

We mentioned referrals before, but it’s worth highlighting again here; after all, this is how many law firms get the bulk of their clients.

Do your marketing efforts coax clients to send you referrals? There are a number of ways you could make this happen—through entreaties in your email newsletter, through the encouragement of social media shares, and so on. Certainly, it’s a worthy goal for your law firm to pursue.

Indeed, all of these are goals worth taking seriously as we enter a new year, and as your law firm regroups around its marketing efforts. As you consider the ideal alignment of goals and methodologies, we hope you’ll loop us into the conversation. Reach out to the legal marketing experts at Driven2020 and let’s talk!

 

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News

Social networking has provided innumerable opportunities for marketing and outreach. For some businesses, though, those opportunities can actually be daunting. This is an experience that law firms know fully well: With so many social platforms to choose from, how do you pick the one that’s most valuable to your firm?

While your firm can strive to maintain a presence on Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Snapchat, doing so typically isn’t advised. For one thing, it’s liable to stretch your time and your resources much too thin. At the same time, the payoff can be minor; simply put, your audience may not be present on all of those platforms, which means some of them might be wasted investments.

With that said, which social media platforms should your law firm embrace?

Deciding Which Social Platforms are Right for Your Firm

There’s ultimately no one answer here, as it depends somewhat on your firm and its target clients; you’ll obviously get the most value by being wherever your clients and potential clients are, and that’s something that can vary from one practice to the next.

With that said, there are some social platforms that we can recommend more highly than others—in general terms.

Facebook

We’ll start with Facebook, which continues its dominance as the most popular social media platform in the world—some recent bad publicity notwithstanding.

On the basis of numbers alone, Facebook is a must: It’s simply the social platform where your clients are more likely to spend their time. What’s more, it is the most popular social platform by far among older demographics, including Boomers and Gen X-ers—and those tend to be the folks, more so than millennials or Gen Z-ers, who law firms court.

Twitter

If you’re only going to be active on one platform, you’re probably wise to choose Facebook. If you can handle two, our next choice would have to be Twitter.

Twitter isn’t quite as popular as Facebook, but it is a great place to engage with influencers within your field, including other attorneys—and doing so can ultimately be a powerful way to build your firm’s reputation and its name recognition.

Additionally, Twitter can be used to have real-time discussions with potential clients, an invaluable way to do outreach.

LinkedIn

Some firms may also see some value in LinkedIn.

LinkedIn definitely isn’t the flashiest of all social media platforms, but it’s enjoyed steady growth over the past few years—and it’s a popular site among attorneys, who use it for professional branding and development.

Indeed, you probably have a personal account already. Creating an account for your firm can help enhance your professional branding. It also affords you the chance to connect with other lawyers and can potentially generate some referrals.

Other Social Media Platforms

If your favorite social network isn’t listed here, it’s not because we think it’s inherently pointless; if you have a lot of younger clients who you know to be on Snapchat, for instance, then maybe that’s something you should embrace.

Again, though, it’s best for most small and mid-sized firms to be judicious in their social media use, allocating their time and resources prudently—and that means sticking to two or three platforms. The ones here are, all else being equal, the ones we recommend the most.

Develop a Custom Social Media Plan

Now that you have selected your platform – what’s next? The best way to proceed with social media is to create a strategy that’s tailored to your firm, its audience, and its marketing goals—and that’s something the Driven2020 team can help with! Contact us today to schedule a consultation about social marketing and beyond.

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News

You know what they say about the power of first impressions—and for most law firms, first impressions happen on the Web. Potential clients may discover you through the phone book or a billboard ad, but they’re exponentially more likely to discover you through your website. As such, if you’re going to invest money on any aspect of your marketing and brand outreach, your website is probably the best place to do it.

But what does a good law firm website actually look like? What elements are critical to its success? Here are some guidelines for what a truly effective law firm website should encompass.

Best Practices for an Effective Law Firm Website

Keep it simple. The last thing you want is a website that overwhelms or confuses. No, what you want is a site that gets right to the point, laying out your brand identity and your value proposition with clarity. A clean, unfussy aesthetic is usually best. Look for a design that incorporates “hero” areas—big, bold, and simple text that immediately draws the reader’s eye.

Include a call to action (CTA) on every page of your website. You can’t assume that your reader will know what to do, or be willing to do it, without a little prodding. So, for instance, if you want people to call you for an appointment, you need to tell them to do so. Use some brief CTA text to make that happen, and be sure there’s a clear CTA on every page of the website.

Show off your service areas and your attorneys. Your site should go into detail about the services you offer to your clients, and the specific areas of expertise your practice has. Also consider adding profiles for each attorney at the firm, including a photo, quick career history, areas of focus, and educational background. This has a “humanizing” effect; readers feel like they know who you are, and are more likely to trust you.

Make sure the site loads quickly. You’ll remember that we advised simplicity. Part of that means a site that loads completely—ideally in no more than three seconds’ time. A slow loading time will cause potential clients to give up and Google for another firm. Check the site on multiple devices and browsers to make sure it loads promptly. If it takes too long, your site may be too image-heavy or complex.

Organize your site for ease of use. Put some thought into the architecture of your site—the different categories and sub-categories, and the way in which a potential client can navigate it. You always want to aim for accessibility here. Make it intuitive for a potential client to find whatever information they are seeking.

Include contact information. This one may seem obvious, yet you’d be surprised how often it’s neglected. If you want potential clients to pick up the phone and call you, you need to have your phone number posted on every page of the site—not just on a Contact Us page.

Don’t forget SEO. Finally, remember that search engine optimization (SEO) is key for ensuring your site is “discovered” by potential clients in your area—and SEO doesn’t have to be clunky or inelegant. In fact, a good marketing agency or partner can help you work in some SEO keywords naturally and unobtrusively.

Get the Website Your Firm Needs

A good website is the product of many hours of development, ideally with the expertise of a professional website development company. Driven2020 delivers its website expertise to law firms throughout California and around the country, and we invite you to contact us today to set up a website consultation.

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News

It seems like new digital marketing tools are constantly being rolled out—and each one is championed as the latest and greatest thing. To be clear, we think there’s great value in cutting-edge digital marketing platforms, whether it’s Snapchat or Instagram, but we don’t let the new hotness distract us from those things we know to be tried and true. As a case in point: Email! There’s certainly nothing flashy about email, yet many marketers will attest that it’s the single best way to stay connected with customers and clients.

In particular, lawyers can benefit greatly from a robust email marketing campaign. And the good news is, you can make email marketing work even if you’re extremely busy (which most lawyers are). It takes a relatively small investment of time to make email marketing effective, and the results can exceed what you’d get from a comparable investment in Facebook or Twitter.

Routine is Key

The most important aspect of email marketing is commitment. Simply put, starting an email newsletter and then sending it out just once a year probably isn’t going to be worth your time. It should be like clockwork—something your clients can expect to receive from you on a regular basis. Start off slow if you must, once a month is a good starting point. From there, increase the frequency as you need to, and your audience grows.

Segment Your Audience

Another important aspect of email marketing is choosing the right audience.

For example, say your practice focuses equally on personal injury and on estate planning. It can be tough to combine those two fields into one email newsletter, so we’d recommend picking one route to focus on. You might segment your email newsletter, sending it only to your estate planning clients, and make the content exclusively focused on estate planning matters.

Ambitious attorneys could even have multiple newsletters they send out, catering to different segments of their clientele—but again, you may want to start small.

Curating Content

When it comes to the content of your email newsletter, brevity is key. That’s good news, because it means you don’t need to spend a lot of time typing long messages! Some recommended approaches to your newsletter content:

  • Start with a quick introduction—just a paragraph or so greeting clients and letting them know of anything new that’s going on in your firm or in the industry.
  • Curate content, either from your firm’s blog or from third-party sources. For example, for estate planning lawyers, you might link to an interesting new estate planning article you saw in The New York Times or The Wall Street Journal, along with just a sentence or two of your commentary.
  • Provide some quick “tips and tricks”—for example, a short bulleted list reminding people what they should do to get their estate planning in order, what to do if they are ever in a car accident, etc.
  • If your firm is sponsoring or participating in any local events—for example, if you’re appearing as a panelist somewhere—you can quickly summarize this event and provide relevant links or registration information.
  • Always conclude with a call to action, and note that this doesn’t have to be too long or salesy; just a quick sentence inviting people to stay in touch will do just fine.

Once you choose a template, get your list segmented, and develop a routine, this process can become easy to manage. With that said, you may still want to talk to a professional about the value in email marketing, and about the ways in which it fits into an integrative marketing plan.

Driven2020 is here for that conversation! We have ample experience providing marketing services for attorneys and would love to talk you through your available options. Reach out to us today to start that dialogue.

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Design, News

It’s often remarked that good user experience (UX) will help bring traffic to your website—that when you design your site so that it’s easy to navigate and to extract information from, it helps with everything from search rankings to site referrals. But of course, the inverse is also true: Bad user experience can actually repel users, and send your website visitors scurrying.

What does bad user experience look like? Really, any site that makes it difficult for users to explore is probably not a well-designed one from the UX perspective. With that said, there are a few specific UX failings you’ll want to be sure to avoid.

Avoid These UX Disasters

Ads in the Center of the Page

Have you ever been to a website where there’s a huge ad, positioned right in the middle of the page? If so, then you know how annoying these ads can be. They actually force you to navigate around them just to use the site—and for many users, the effort won’t be worth it. They’ll simply seek what they’re looking for elsewhere.

Slow Loading Time

Similarly, most Web users have little patience for a site that takes ages to load. If your page doesn’t load within four seconds—and ideally even less—then you’re almost certainly losing traffic. You may need to either remove slow-loading elements from your design, or else seek a faster server.

Overly Complicated Web Design

The best sites tend to be the simplest ones: They offer just a handful of options, laid out in a way that makes sense. When you overburden your visitors with different options, you’re not impressing them; you’re just overwhelming them. Make sure your website provides the user with a clear path toward the information he or she is after.

Auto-Play Videos

Here’s another one that you can probably relate to: You visit a site and are surprised to hear audio playing, perhaps drowning out the music you were listening to from your device. You can’t find the mute button, so you just navigate away from the site completely. The bottom line: Nobody really likes auto-play videos. They only serve to frustrate—and as such, they’re best avoided.

Pop-Up Ads

Thankfully, pop-up ads have largely become extinct. They still show up on a few sites, though, and are almost always a detriment to the user experience. Simply put, people associate pop-ups with spam sites. If you want your site to remain credible, you’re wise to ditch the pop-ups.

Poorly Written Copy

The writing on your website is an important element in user experience. You want your writing to be clear in conveying what you do, and what value you offer to the reader. Good writing will also help guide the user through your site, and provide calls to action where appropriate.

Stock Photos

Here’s one that may surprise you. Stock photos may seem fairly innocent, but actually, it’s usually pretty easy to spot them—and they can actually undermine your credibility. Original images are always best, especially for businesses like law firms or accounting agencies, where earning trust is key.

Create a Site Where UX is First

The good news is that all of these pitfalls are avoidable. One way to steer clear of them is to seek guidance from the Web design pros at Driven2020. In fact, when you contact us, we can schedule a full website audit, where we’ll provide concrete ways to make your site more effective—and that includes improving the user experience. Schedule your consultation; contact Driven2020 today!

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Design, News

SEO is never static. It changes all the time, both due to Google’s constant tweaking and to the general evolution of technology. In the coming months, a few noteworthy trends are likely to stand out, and define all 2018 SEO activity. Here’s a quick rundown.

Mobile-First Indexing

This first one needs a quick clarification. It has long been important for websites to be optimized for mobile users. What’s changed, just in the past few months, is that Google now looks to the mobile version of your website first and foremost; in terms of SEO rankings, your mobile site is even more important than its desktop counterpart.

So what does this mean? If you don’t have a mobile website, or if your mobile website is slow to load, you could see a rankings loss. For all intents and purposes, your mobile website is now your primary website—so invest in it accordingly.

Semantic Search

Google’s ongoing mission is to provide search engine users with helpful, relevant answers to their queries. A big part of that hinges on knowing what it is, exactly, that search users are looking for.  Semantic search—attempts by Google to understand the finer points of user language, and what it says about user intent—demonstrates this.

One practical implication to consider: Generally speaking, a piece of content that delves deep into one specific topic will work better than a page that’s more scatterbrained. Focus on creating blogs and website pages that are true information hubs.

Machine Learning

This third SEO concept is closely related to semantic search. Here’s the short version: If you type a search query that’s a little vague or nebulous, Google will actually employ AI to help figure out exactly what it is you’re trying to find. Its primary machine learning program, RankBrain, is now one of the most significant SEO signals.

The implication, again, is to focus on creating strong, compelling resources that take into account semantic search and user experience. In many ways, it’s best to just think about the end user, rather than get too caught up in the algorithms. Create valuable content, and the rest largely takes care of itself.

Featured Snippets

You’ve seen featured snippets on the Google SERP, even if you didn’t know that’s what they were called. These are Google’s “rich answers”—simple answers to factual queries, embedded within the SERP itself. It’s part of a larger trend for Google to make the SERP itself a treasure trove of information, without any need to click on a specific listing.

Featured snippets occupy invaluable online real estate—so if you can rank for one, that would be handy. Focus on creating topical resources, formatted as tables, bulleted lists, or Q&As, that answer very specific, factual questions.

Voice Search

Finally, any article about 2018 SEO trends must touch on voice search—maybe the biggest game changer of them all. Voice search has become so prominent, it’s actually poised to overtake more traditional search within the next few years.

So what should you do to engage with voice search queries? Mirroring the conversational style in which voice search queries are phrased is a start. And once again, formatting in a Q&A or list format helps, too.

Preparing for the Future

There’s no better way to future-proof your SEO efforts than by getting a broad, comprehensive strategy in place—and that’s something the Driven2020 team can help you with. We’re always on the cutting edge of what works in SEO. Learn more by contacting the Driven2020 team today. Make sure you ask about scheduling a full marketing audit!

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Design, News

Title tags are some of the most fundamental building blocks of SEO success. If your tags are missing, if they’re duplicates, or if they’re simply not written well, it could compromise your SEO results in a big way—so what do you need to know to get your title tags right?

Defining Title Tags

To begin, let’s make sure we’re all on the same page about what title tags actually are.

Basically, this is an HTML tag that appears in the heading section of each Web page, offering some clue or context as to what the page is all about.

Moreover, the title tag appears at the top of the Web browser, as well as on the Google search results page. Beyond those two places, it’s not actually visible to your website visitors, which is why they are so easily overlooked—yet title tags provide valuable information to the search algorithms. Simply put, they allow you to tell Google what your website is all about.

Writing Effective Title Tags

As for writing good title tags, there are a few factors to consider.

Context

First, you need to know where the page in question fits within the broader context of the website. For instance, the title tag for your About page will probably be a little different than your title tag for a product page.

We recommend starting with a basic site map, showing your page hierarchy. Title tags for top-level pages, like the home page, will need to be fairly broad. Once you get deeper into the site, your title tags can become more specific.

Content

You need to think not just about your website as a whole, but also the content of the page in question. Remember: A good title tag gives a clue what the page is about.

As such, your title tag should be assembled from words, keyword phrases, and ideas that are drawn from the page content—and they should offer a big picture of what the page topic is.

Originality

You never want to have duplicate tags—even if you have two pages where the content is very similar. Duplicate tags can actually incur SEO penalties, so make sure yours are always distinct from one another.

If you do have duplicate title tags, you’ll be able to tell from Google Search Console. We recommend taking a minute to review your tags now, and rewrite any duplicates you spot.

User Intent

Another tip: Don’t skip your keyword research. It matters for all phases of content creation, and that includes title tags.

In particular, make sure your title tags include some keyword that match search user intent. What are people looking for when they come to your site? What are the goals they’re trying to accomplish? Those are helpful questions for framing your title tags.

Length

A common question is how long should title tags be? The answer: Around 70 characters. If you go beyond that, Google will truncate your title tag—which means your users won’t see the whole thing on the SERP.

Also, make sure you get important words and phrases at the beginning of your title tag, whenever possible.

Optimize Your Content—and Reach More People

Optimizing your title tags is a small yet crucial way to reach more users. To learn more about boosting your visibility and improving your outreach, contact the Driven2020 team. We’ll help you see the big picture, and to understand how on-page SEO is just one tool for making your website a sales machine.

It all starts with a website audit; contact Driven2020 to schedule your audit today!

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Design, News

Marketers create content for different reasons, but one of the primary ones is to boost traffic—either through organic search or social media. Getting visitors to your page isn’t the only meaningful marketing metric, but it’s certainly a crucial one—and it’s all but impossible without the right kind of content.

But not all content is created equal, and some types of content have proven themselves remarkably effective at generating traffic. As you plan your own Web content, here are a few traffic-magnet content types to consider.

Content That Brings in Traffic

Lists

The tried-and-true list is always a good way to format content. Something about the structure of a list appeals to the human brain; it’s easy to skim a list and glean valuable insights from it. A list of specific apps, tools, resources, etc. is an especially effective form of content.

Webinars

A well-run webinar, one that considers a truly relevant topic, can accomplish a lot of things at once. It can demonstrate your expertise. It can posit your brand as a solution to customer problems. And, it can bring in a lot of traffic—and not just traffic, but real leads, too. Running a webinar takes effort, but can be amply worthwhile.

Podcasts

Podcasts have a lot of the same benefits as webinars, and like webinars, they take some work to pull off. A good podcast can help you bring in a lot of curious listeners, though, some of whom may even subscribe to future ‘casts.

Roundups

You’ve probably seen roundup articles on the Web—articles wherein a number of experts each weigh in on a specific topic. Because you’re inviting other thought leaders to participate, you’re likely to get a boost from their own traffic sources, which makes roundup content effective. Just using a simple email survey, you can try to get feedback from your peers, then format it into a treasure trove of expert information.

Interviews

Interviews with industry experts work for much the same reason that round-ups do—not only are you demonstrating your status within your field, but you can leverage the traffic-generating channels of the person you interview. Plus, most industry experts are flattered when you request to interview them—so it could lead to a positive, long-term relationship.

Ebooks

An ebook alone may not be enough to generate traffic—but if you can position it as something truly valuable, and promote it well through social media and your company email list, a good ebook can certainly bring in visitors.

Product Reviews

Consumers use the Web to research their purchasing decisions, and product reviews are always a hit. You might consider reviewing products that are related to your industry—weighing in on the pros and cons of each, from your vantage point of industry expertise.

Research

Finally, if you’re able to produce some original research—even survey results—that say something about your industry or niche, that can certainly draw some eyeballs. Original research isn’t something you can put together overnight, but it can be well worth the time and effort required.

Develop Content That Brings in Traffic

This list is by no means exhaustive. Truthfully, there are a lot of creative ways to generate traffic. The key is finding the one that makes the most sense for your business.

That’s something Driven2020 can help you with. We’re old pros at using content as the centerpiece of an immersive marketing campaign; we can show you how great content works within the big picture. Let’s start that conversation today. Give Driven2020 a call at your next convenience!

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Design, News

Search engine optimization is constantly evolving. The new year is sure to bring new opportunities, as well as new challenges; due to changes in technology, changes in consumer search behaviors, and even changes to Google’s algorithms, SEO professionals must show constant vigilance and flexibility.

There’s no time like now to start preparing your SEO efforts for whatever 2018 may bring. Start by reading up on some of the key trends that are poised to shape the year. Here are some of the ones the Driven2020 team is keeping an eye on.

Voice Search/Digital Assistants

Thanks to Siri, Alexa, and other virtual assistants, voice search is on the rise—and in fact, it’s predicted to become the dominant search methodology by 2020.

If you’ve read anything at all about current SEO trends, this probably comes as no surprise to you—but the question is, how can you make sure you’re accommodating the needs of voice search users? A couple of thoughts:

  • Optimize your content for natural-language, conversational queries—including statements and questions. While a more traditional text-based search might be, “Justin Timberlake wife,” a voice search is more likely to be something like, “Who is Justin Timberlake married to?”
  • Aim for the answer box—position zero on the SERP. Here’s what makes the answer box position so important: If there is an answer box listing for the voice search query, that’s the content that will be read aloud to the user. You can aim for this prominent position by making use of numbered lists, bullet points, and tables, or by formatting your content in a Q&A style.

Link Building

Link building is one of the most tried-and-true SEO practices—but it’s changed and evolved a great deal in recent years. What’s popular today is linkless link building—which might at first seem like a contradiction in terms.

A linkless link is one where your brand is mentioned/cited on a page without an actual hyperlink present. This may not sound valuable, but actually, it’s an increasingly important Google ranking signal. Getting these linkless links—as well as a few well-earned and high-quality hyperlinks—is crucial to your SEO efforts.

How is it done? There’s no easy answer here. The best way to get links is to work on long-term relationships with other bloggers or brands. Additionally, create the kind of customer experience that builds brand prestige and gets people talking about your company all over the Web.

Mobile-First Indexing

Here’s one more way to prepare your SEO for 2018. Google has long encouraged the development of mobile-friendly sites—but now, it’s actually necessary to prioritize your mobile page over its desktop equivalent. The reason for this is simple: Google now uses the mobile site as its primary ranking signal.

Some general tips for ensuring that your mobile website is firing on all cylinders:

  • Make sure it’s fast! If it takes more than three seconds to load, it’s not fast enough.
  • Ensure responsive design; the user should not have to do a lot of scrolling, squinting, or resizing just to see your content.
  • Remove any content types that don’t work on mobile devices—CSS, certain image types, etc.
  • Write content that’s succinct and easy to ready even from a mobile device.

Are You Ready for 2018?

As you seek to ready your marketing efforts for the new year, make sure you’re getting the right guidance. Driven2020 stays on top of all the latest SEO trends, and we can help you develop an adaptable and future-proofed SEO plan. Start that conversation today: Contact the SEO experts at Driven2020!

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News

User experience, or UX, is a critical component in website design—maybe even the critical component. A website that provides a good user experience helps convert visitors into customers, and it helps keep your customers happy and satisfied; meanwhile, it’s also a big factor in SEO rankings.

But what are we talking about when we talk about user experience? Essentially, user experience deals with how visitors interact with your website. It encompasses a number of different ideas—among them information architecture, site layout and navigation, readability, and more.

It’s critical for those who visit your website to have a good experience, of course; your brand’s reputation is on the line, not to mention your search rankings. But how can Web designers ensure that they’re doing their due diligence as far as UX goes?

UX Design in Six Steps

There’s a six-step process for thinking about UX, and it’s a framework that you may find useful. Here’s a quick summary:

  1. Understand. To develop a solid user experience, you first need to put yourself in the user’s shoes—to develop real understanding and empathy. There are a few tools you might use here, such as user surveys, feedback forms, and interviews.
  2. Define. The next step is to take the information you’ve gathered and put it into a story form—defining what the optimal user experience must be like. This can often be articulated as a simple formula: “As a [type of user], I wish to [goal] so that I may [end goal].”
  3. Design. The next step is actually sketching out/wireframing an environment that will allow the user to meet his or her goals. Remember, the whole point here is to create a website that makes it as easy as possible for users to do what they want to do.
  4. Test. As with anything in digital marketing or Web design, testing is key. After you get a prototype of the website put together, spend some time exploring it and identifying any lingering obstacles or inefficiencies. Get some other people to test it and offer feedback.
  5. Implement.You can’t beta test your website forever; once you feel like you’ve gotten the kinks worked out, it’s time to make it go live, and then you’ll really see how it fares with the users in your target demographic.
  6. Analyze, track, refine. Even after your website is launched, however, it’s not truly done. There are always further improvements you can make. This is where it becomes invaluable to continue surveying users and also paying attention to key analytics—making refinements to your website as needed.

Key Takeaways About User Experience

To extract a few of the key lessons from this, we’d offer the following:

  • User experience begins with truly understanding the user. You can’t design the perfect experience until you know who you are designing it for.
  • Everything about your site, from the visuals to the navigation, should be goal-oriented. Each component either does or doesn’t help users meet their goals.
  • There is always room to further iterate your website. You should always be making it a better and better user experience.

Get Started with UX Design

An additional step you could take is to get your website fully audited by the Driven2020 Web design team; we can tell you not only how well it’s faring from an SEO standpoint, but also what improvements could be made to the UX.

At the end of the day, the user experience is really the whole point of your website. We can ensure that yours is totally effective. Reach out to Driven2020 to start the audit.

 

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