1. I don’t automatically start by designing a new website
First of all, I need to know what problem the change is intended to solve. Sometimes the weak point is the page itself. At other times, it’s the traffic, the product range, the analytics, or a lack of engagement with prospective customers who aren’t yet ready to buy.
If a new website isn’t the first step we need to take, I’ll say so.
2. I view the website as part of the overall customer acquisition process
I’m curious to know how people find you and which page they land on. Revamping the website won’t make up for a lack of traffic.
I handle search engine visibility and content myself. When it comes to advertising, I’ll assess whether it makes sense in your situation and pass the set-up on to a specialist. Sometimes the right answer is that nobody is actively searching for your service, and the website should support personal outreach rather than replace sales.
3. I distinguish between findings and hypotheses
Depending on the scope of the project, I work with GA4, Microsoft Clarity, Search Console, your business data and expert UX assessments.
In my recommendations, I make a distinction between:
- what the data shows,
- what can be observed directly,
- what is the likely cause,
- what still needs to be verified.
If the data isn’t usable, I’ll say so straight away. For many companies, the first step is simply to get their website to start tracking what’s happening on it.
4. Before making any changes, we determine the initial state
Even before designing the feature, I try to determine the criteria we’ll use to evaluate the change. It doesn’t always have to be a final order. A submitted enquiry, completion of a form, navigation to a product detail page or another important step may be relevant.
I choose the validation method based on traffic volume and conversion rates. A/B testing isn’t suitable for every project – with low traffic, it takes so long that the results aren’t meaningful.
5. Part of my job is to say what I wouldn’t do
I rank recommendations according to their expected impact and complexity. If a change does not deliver sufficient value, is premature, or would distract from the main issue, I will recommend postponing or omitting it.
A list of fifty comments in no particular order will just create more work for you, but it won’t help you decide what to do first.
6. I’ll let you know in advance what I’ll need
Let’s make one thing clear from the outset:
- who will provide the data, texts, photographs and other materials,
- who will approve the changes,
- how much time will be required on your part,
- what is part of my job and what needs to be handled by another specialist.
7. The outputs and approaches are up to you
I’ll set out in advance what you’ll receive: an analysis, priorities, wireframes, a brief for implementation, a consultation or an evaluation.
Your domain, analytics and advertising accounts should be managed in such a way that you retain control over them. You must be able to hand them over to someone else at any time.
Are you planning a new website or an update to your current one? Download a one-page list of questions and use it when comparing quotes – including those you receive from someone else.
Not sure how to answer these questions for your website? Using data from GA4 and Microsoft Clarity, combined with my expert judgement, I’ll determine what’s actually happening on the website and what needs to be addressed first.
