Reader,

It’s not always the case that your sister-in-law fits the Ideal Client Profile…
but in this case, she was.

I was at the beginning stages of a website redesign project for The Child Care Council of Suffolk (CCCS) – a legacy organization that’s been serving the community for over half-a-century.

And my sister-in-law happened to be the exact type of person they’re targeting.

So I literally sat her down in front of the computer.

Logged onto the client's website.

And said, “Just try to find what you’d need.”

I watched in silence.

I noticed where she clicked.
I noticed what she ignored.
I noticed what stopped her.
I noticed what she scrolled right past.

And this type of in-depth user research is critical to designing a website that actually works.

💻 When you’re designing a website…

Get extremely clear on…

❓ How does this type of customer interact with this type of website?

Because there is NO rule of thumb among all websites. 👎

No generic “best practices” that apply across industries and target audiences.

Think about it…

Customers interact with a clothing brand’s website differently than they do with a professional coach’s.

And they interact with a luxury clothing brand differently than with an affordable clothing brand’s site.

So how does your customer interact with your website?

👍 How to design a site that works

Put yourself in your customer’s shoes.

Literally. Go through your own website like a first-time visitor – or better yet, sit someone down who is your ideal client and just watch.

No talking. No defending. Just watch.

(If you need a fresh perspective, reply to this email with your website URL for a Brand Flavor Review from The Chef)

Here’s what to look for:

🧠 What do they already know about your brand before they arrive?
🔍 What are they hoping to find out?
❓ What questions do they need answered before they take action?
👀 What sections help clarify things? What parts confuse them?
⏸️ Where are they pausing? Where are they bouncing?

And then ask yourself:

Is your website designed to guide them through that journey clearly, quickly, and confidently?

If not...
you're leaving money on the table. 💸

👌 Want a website that actually converts?

Start by watching how your customers use it.

Not how you think they should.
Not how your designer hopes they will.
​How they really do.

That’s how you build a brand that wins.

Talk soon,

P.S. I only have a few more openings for June & July design projects.

If you've got something brewing and would like to see if working together would be a good fit, click here to schedule a 30-minute consultation.