Your Slick Site Sucks Because It’s Not Relevant :*(

web design pro tip - use the who-what framework

Have you ever been to a website that looks beautiful, but for some unexplainable reason it doesn’t impress you? It looks good, but it feels “meh.” When you leave, you’ll never remember it. Why is that? Let me explain.


The Who-What Questions

[qualifier] This is of course assuming that you’ve found your way onto a website that you’re genuinely interested in. If you’re getting that bored but it looks good feeling, the reason is almost always because the web designer never asked two supremely important questions:


  1. Who was going to be visiting the website
  2. What matters to them

If you can nail down those two things, I hate to say this, but you can do a subpar job on design and still have better conversion rates than a well designed site that isn’t relevant to its users. If you’re good at design and answer the who-what questions, you’ll knock it out of the park. 


Who = Relevance

Learning (or determining) who will be visiting your site is the smartest first strategy question your web design team can ask. 


It’s because of relevance. Knowing your audience changes everything. Are your website visitors 21 or 50? Are they men or women? Are they conservative or liberal (too far?)? If you don’t know who is going to be visiting your website, you won’t know how to communicate with them properly.



What = Persuasion

Once you know who is going to be visiting your website, then you have to determine what they really want. 


What’s driving them to make the decision on your website? Is it a need or a want? Is it urgent or casual? Is it to relieve some kind of pain or for pleasure? Do they want to learn? Are they concerned about price or quality?

Do they need to see genuine photography? My Kansas City web design agency has learned if you cannot answer these questions, then you’ll never persuade them.



How That Influences Web Design

Now consider how knowing the demographics of your website visitors, and what matters to that group, influences the following aspects of web design:


  • Text Content (very important)
  • Font Size (are they using reading glasses)
  • Color Pallet
  • Navigation Priorities
  • Imagery
  • CTAs


When a skilled web design agency asks the Who-What questions before doing any design the end product will always be better.