When you know the problem your site helps you solve, the content better addresses the needs of prospects and customers in the market. This “two-way connection” is based on developing a solid view of the website users— new prospects, clients, suppliers, etc., including:
• Who they are
• What they need
• What they want
• How they want it
• Their willingness to pay for it
Unfortunately website business missions are frequently not included in the development process. They are sometimes detached from the real challenges and desired acceleration points of the business. Many times the roles of the website are either too vague or are left languishing for so long their value is obsolete.
This blog series is based on the article Beyond SEO: Driving Customer Attraction, Retention, and Top-Line Growth
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Sean Van Tyne
Author and speaker, Sean Van Tyne is the User Experience Director for FICO where he provides leaderships for teams across the US, UK, and Asia. Prior to FICO, Sean was AVP of User Experience for LPL Financial where he helped define new market segments and develop the product management, iterative design, and agile development plan. Prior to LPL, Sean was Director of User Experience for Mitchell International. Prior to Mitchell, Sean was Director of Product Design for Medibuy. Sean is the current President of UX SIG (www.uxsig.org); the Founder and Chair of the User Experience Business Information Group for SDSIC (www.sdsic.org); on the Executive Board of UXnet (www.uxnet.org); and advisor on numerous professional and corporate boards.
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