Do you know what your website is really for?

Well, that’s obvious, you might think. It’s to sell products. Or generate enquiries. Or increase awareness of what you do.

By Aidan Watt, technical director, Hotfoot Design

Defining the value proposition is the first thing we do at Hotfoot when we start working with a new client. It starts with six deceptively simple questions: Who are your target customers? What problems are you solving for them? Why is that important? How do you solve them? Where’s the proof? And why are you different?

We then begin the visual sitemap and wireframes that form the basis of the new site. A new site that will quickly convey the precise reason why a visitor should stay and not hit the back button - a decision research suggests takes fractions of a second to make. It can be the difference between a lifelong customer, and a lost opportunity.