Whether you are in the market for a new website or are simply looking to revamp an existing site, On The Map, Inc. has the team and the experience to help you achieve the results you expect. Our team of web designers, coders, writers, and analysts have countless successful projects under their belts, and OTM has over a decade in the business — delivering high-quality results to their clients for a wide range of digital marketing efforts. One of the most important things that we have learned as a business, and continued to hone with each project, is that there is no single tool or approach to making a successful marketing campaign. Like a table, digital marketing requires a number of sturdy legs to support the end goal, and a properly designed website is absolutely fundamental no matter what your digital marketing strategy or target may be.
On The Map offers a full menu of UX services meant to improve your web presence, improve engagement, and ultimately generate new revenue for your business through a robust digital strategy. If you are looking for a UX design company to update your site, look no further than On The Map.
Read more to learn about our UX design process and the importance of user experience.
When To Update Your Website
When is it time to put new life into a stale website? There are a few different ways to answer this question, some by “feel” and others with hard data. Regardless of how you choose to answer the question, the key issue remains the same: your website is not producing the results you expect or need.
Do Any Of These Sound Familiar?
Some questions you can ask yourself about whether or not your website needs a facelift are as follows:
- Do you see a decrease in page views or conversions on your site?
- Does your site look “dated” when you compare it with your competitors?
- Are you struggling to maintain historical levels of traffic?
- Are you finding that your bounce rate is increasing?
- Have you recently spent money on a new or aggressive digital marketing campaign and found that your results didn’t justify the cost?
- When is the last time you have made any major changes to your site?
Of course, there are many other questions that you can ask yourself while deciding whether or not your site needs an update, but another great way to get some tangible information about how your site stacks up to the competition is by contacting On The Map to speak with a specialist. We can help you make sense of your current digital platform and provide you with real-world, specific feedback on what needs to happen to maximize your digital presence. Our UX services can help you move the dial.
Your Site Is the Heart of Any Marketing Effort
Too often, a potential client will come to us with a specific digital marketing goal in mind — hopes for a long-term PPC campaign, a request for more information about our search engine optimization services, or any number of other inquiries about our marketing services — only to find that their past efforts have fallen flat.
Is it user error? Is the competition too established? When a digital marketing campaign shows promising results with “vanity metrics” like impressions and clicks, the root problem often comes down to an outdated website that fails to engage new users. Of course, there are many other aspects to a digital marketing campaign that can also make or break an effort, but one of the first questions to ask is about your website and whether or not you have taken all necessary steps to provide the best user experience possible. Our UX design services can often solve these initial problems so we can start to drive meaningful and engaged traffic to your website.
What Is UX?
“UX” has become an oft-repeated term in the web design world, and for good reason: when a designer takes a user-centric approach to creating a new product, service, or, in this instance, a website, the end result is one that helps your target audience interact with your site in a way that suits them best. In the early days of digital design, there was a focus on presenting as much information as possible with minimal attention to the psychology of a user’s preferences. As technology improved, websites became more prominent tools for reaching target consumers, and digital design principles continued to compound on each other, it became clear that a user will be more inclined to interact—and transact—with a website that performs in a way that is both intuitive and enjoyable. Enter “User Experience.”
User Experience: The User-Centric Design Principle
In a market that is saturated by “digital natives,” users can quickly and subconsciously discern between a website designed with their needs in mind or a website that is haphazardly thrown together. In many instances, a user will determine whether or not a site is going to work for them — in terms of aesthetics, navigation, load time, copy, and more — within seconds, which is why tracking a bounce rate is so important when determining your own site’s usefulness and quality. A site that takes a bit longer than the goal of 3 seconds max will cause a user to bounce back to the search engine results page before even considering your business.
Simply put, user experience, or UX, design, is a design approach that considers the user’s needs first. Specifically, this is achieved through a number of methods, including the following:
- Creating “personas” for your target audience types and designing towards their needs
- Listening to and applying user feedback
- Building an organized structure for your website’s navigation tree
- Using consistent designs on each page
- Including accessibility features for a visitor living with a disability
- Writing with straightforward, concise language
- Employing effective use of fonts and colors
- Simplifying usability
- Setting a clear tone with design
- Building specific user journeys towards specific conversion goals
These are just a few of the many specific aspects of designing an effective user experience for your website and maximizing your site’s performance. The team at On The Map will help you understand each of these specifics and more through the research, planning, design, and iteration phases of your site design process so you can understand each principle being utilized and learn more about tracking performance using a range of metrics that can help tell a comprehensive story of a user’s journey on your website.
Our User Experience Design Process
No two businesses are alike, and it is important that a new visitor is able to understand what sets your company apart from the competition. By using a standardized framework for our UX design services that our team has developed over the years, we are able to generate consistent results while accounting for the many important details that make each client unique. This framework has produced excellent results in a wide range of industries, and we are confident that you can expect the same for your site.
The first step for any successful web design project is a comprehensive analysis of existing performance. In this step, we will be able to establish a baseline of current metrics, understand your target audience’s online behaviors, synthesize key takeaways for your industry, and more. At the start of a design project, an inexperienced or “cheap” designer may overlook this important step and jump right into the design process, but a great-looking website with no research behind it is simply art, not the business tool that you expect it to be.
At the conclusion of this phase, we will be able to share our findings with you, so you understand each design decision we make and which area each decision is intended to address.
Once we have completed our analysis, the next step is to take these findings and develop a clear strategy, both for building your site and for generating maximum impact one your site launches. We will be able to recognize any strong performers or weak spots in your current platform in order to understand what best practices to carry forward and which to start over from scratch. An effective strategy will support cross-functional communication between our designers, developers, writers, and marketing specialists to ensure that every important detail is captured and implemented for launch.
Once our strategy is complete, we move into the next phase: designing your new site!
The design process is where our learnings all come together to create a user-centric website that encourages visitors to interact with your brand and navigate towards a conversion. A conversion, in this sense, could be anything from subscribing to your newsletter, requesting additional information, downloading an e-book, or purchasing a product from your online storefront, among many other target outcomes that we can design into each user funnel. The design process will utilize a color pallet, typography theme, and other elements to set a specific “tone” for your brand that will quickly show (not tell) a visitor the type of experience they can expect from your brand.
Your input plays an important role in the design phase to ensure that your brand’s voice and your goals for the redesign are met.
Throughout the design phase, you will be presented with mockups of different site layouts, possible aesthetic choices, and more in order to ensure that you end up with the site you want. Through this collaborative approach, the team at On The Map can help our clients inject their own vision into the process while we support their needs through our expertise and years of experience. When you are working with OTM, you will know that your opinions are valued and play an important role in how we build your new, user experience-focused website.
This is a great time to ask specific questions about design choices, layout decisions, and more. It’s important that you know the why of each design principle that goes into your site.
Approval and Launch
Once you sign off on the final design, we will handle the backend processes like connecting domains, porting email addresses, updating links, and more. Even with simplified site design platforms like Squarespace or Weebly, this step can be daunting for all, but the most experienced webmasters as contact forms inexplicably break and users get the dreaded error 404: Not Found. When On The Map is handling your site redesign, we will take on all of this administrative “connect the dots” so you don’t have to. At the same time, we will ensure that you have a clear understanding of how to manage your backend, whether through a CMS platform or any other management tool.
Once your site is ready, we will hand you the keys so you can start providing your new visitors with the same exceptional service that your clients have come to rely on.
Are You Ready To Bring Your Web Presence To The Next Level?
If you are contemplating a new website or would simply like to learn more about how a redesign or upgrade can help you drive new and meaningful traffic to your business, contact the team at On The Map today. We can go through an overview of your situation to get a better sense of the steps you have already taken, the issues you are encountering, and how we can help you achieve better results. We will be happy to go through our portfolio of the many satisfied clients we’ve helped throughout the years and can provide you with countless examples of significant, data-driven improvements that we have executed.
If you are looking for new digital marketing strategies that can help you tap into a wider audience of potential customers, we are here to help. To take the first step, contact On The Map today to speak with one of our specialists about your situation and to learn more about how we can meet your unique needs and help you engage with new customers through a well-designed and user-centric website.