New Web Design Paradigm Helps Business Owners Set Web Design Goals

PMI’s Hierarchy of Web Design Effectiveness ^TM is a results-oriented high-level model designed to help business owners and marketers set website design goals in line with their business growth objectives .  In other words, it helps clarify the functions the website must perform to achieve greater sales and marketing impact, and the rising levels of technology and automation required to move from lower to higher levels of performance (sales).

Loosely based on Maslow’s hierarchy of needs, this web design assessment paradigm encourages addressing the lower level basic needs first, but also setting goals and establishing a budget to achieve the higher levels that will drive stronger revenue growth.

Many business owners have only a vague idea of what they want their website and online marketing plan to achieve.  Of course, everyone wants website traffic leading to sales growth, but many have no clear idea of the steps required or the functional elements the website must address to make meaningful sales growth possible.  The Hierarchy of Web Design Effectiveness can thus be used as a checklist both for assessing a current website as well as setting goals for a new website or an overhaul of the existing site.

1 is the Lowest Level of Effectiveness, and 8 the Highest

Think: Where Am I Now, and Where Do I Want to Be?

1. SAFETY: Stops Harming My Business Reputation

• New website replaces non-existent website, gets me in the game
• Replaces embarrassingly poor website or website that appears home grown, amateur, or out-of-touch

2. RESPECT: Generates Respect for My Business

• Appears authoritative
• Contains helpful, insightful information
• Elevates my brand and reputation for those who find my website or are directed to it from business cards, literature, and other forms of advertising

3. BELONGING: Found & Viewed by Those Seeking My Products & Services

• Design and content is optimized to achieve page-1 search engine results (SEO)
• Intuitive website design layout and navigation encourages viewers to spend more time on site

4. FULL INCLUSION: Easily Viewable from Smart Phones & Mobile Devices

• Website automatically reformats content and navigational buttons and links so that they function well when viewed on smaller formats, including smart phones & tablets
• Automatically adjusts text and graphics sizes when smart phone is rotated from landscape to portrait viewing, and vice-versa

5. LEAD CAPTURE: Converts Viewers Into Leads

• Contains well-designed, prominently placed opt-in forms and offers on home page and other key pages
• Contains website landing pages designed to present special offers and to capture email addresses for later use in lead follow-up efforts
• Contains social media links to company Facebook and other social media that are well-maintained and frequently updated with engaging content, which in turn attract new leads to website

6. LEAD CONVERSION: Converts Leads Into Customers

• Leads captured on website drive a series of automated email messages delivered at planned intervals to engage leads and move them toward an initial purchase

7. REPEAT BUSINESS: Converts Customers Into Repeat Customers

• Integrated with an email system that generates ongoing offers for customers to encourage repeat purchases and continued engagement

8. REFERRALS: Creates Raving Fans Who Refer My Business to Others

• Website & online experience is so well-designed, engaging, and consistently updated over time that customers refer it with confidence to others

Is your website meeting your online marketing needs? We can help. Contact us today for a free, no-obligation consultation for qualified businesses.