Your website is not just a sales tool, but it’s a core part of your customer experience. In the age where everyone is a UX specialist, it seems too obvious to be pointing this out, but so many businesses are still getting their website approach the wrong way round. They design it first, based on what they like or what they think their customers will like, but don’t actually try to cater their experience around their customers.
The key is to think about the problems, needs, and desires of your customers first. Ask them. Collect the data and the research. Understand them inside and out. Then build and optimise your website around answering what they want and need.
You can check out my full article on Marketing Donut (via tmwi).