What is Intentional Design and How it Can Benefit Your Business
When it comes to building websites, many people place most of their focus on aesthetics. While it’s important that a website is attractive and grabs visitors’ attention, intentional web design goes beyond just looks and takes into account multiple factors that impact your website’s performance. When you hone in on things like your goals, SEO, etc. and consider them along with your web design strategy, it’s possible to create something that’s both stunning and that drives results.
In this post, we’ll be breaking down the importance of strategic and intentional website design and sharing a look at our design process and its effects on our clients!
The Power of Strategic Website Design
Web design doesn’t have to feel like a sacrifice or like it’s an aesthetics versus results decision. You can absolutely have the best of both worlds with intentional design. When you focus on intentional design you’ll notice:
Prospects will be given the right information they need at the right time
More prospects will be taking the next step to become a lead, such as filling out a form or booking a time with you
More of those leads will be qualified because they got the information they actually needed from your website
The know, like and trust factor will be built faster and more solid
One aspect of strategic web design, for example, is making sure that visitors understand what you do within the first few seconds of landing on your website. When prospects don’t know what you’re actually offering, they won’t know if they’re an ideal fit to work with you. This means it’s so crucial to utilize your copy and layout to offer direction and insight into how you can help (hence the prospects-being-given-the-right-info-at-the-right time piece).
OUR INTENTIONAL DESIGN PROCESS
Our approach to design is always layered in 2 parts; beautiful design + intentional design. We take into account all of the important factors aside from aesthetics, like:
Strategic layout and page flow
Purposeful copywriting
High-ranking SEO
Prospect journey
Your buyer behavior in your industry
Lead conversion
Your specific goals
And we tie all of those things together with a design that’s going to fully encapsulate who you are right now and what you offer, so your website no longer feels like wasted internet space. One of the most satisfying results we hear about from clients after their project is completed is how they have so much more confidence when sending leads to their website. Take Whitney, for example…
HOW WHITNEY’S WEB DESIGN WAS A MAJOR CONFIDENCE BOOSTER
Whitney approached us with a major problem: her website was attracting the wrong type of client. Despite having a website in place, everything from the images used to the overall vibe and messaging was speaking to and attracting the wrong type of client. We came in and did a deep dive into who her ideal client actually was so we could better understand how to present Whitney and her work. We took her brand from attracting low-budget residential projects to high-end commercial projects with the flip of a switch.
With her web copy, we learned all of the intricacies of her industry and how to communicate all of the technical language effectively so that we could speak directly to her dreamy clients and their needs. We leaned into the expertise and massive impact working with Whitney can have on her clients’ processes.
Every page of her new Showit website was clean and clear with warm, relational images to connect to the audience. Our main two goals were inviting prospects to book a discovery call and allowing prospects to learn more about how they can work with Whitney. The entire website and copywriting now directs viewers to those specific actions the entire way through. We even made sure she was getting all of the info she needed in her Dubsado lead capture form and embedded it seamlessly into her new website.
“I feel so much more confident about what I offer and how my company is represented online.”
HOW WE FOUND THE BALANCE BETWEEN PROFESSIONAL & APPROACHABLE WITH MELISSA’S WEBSITE
Melissa came to us with a strong desire to create an incredible presence for her newly established business. While Melissa was already booked out and impacting clients, her online presence was minimal, and she wanted the confidence a professional website could give her. We created a brand from Melissa’s existing logo that she loved and created on-brand messaging and strategic layouts so she could attract her most ideal prospects.
Melissa had a brand identity created a few months before working with us, and while she loved the essence of it, there were a few small things that didn’t quite sit right with her after she’d lived with it for a while. We created a new type palette to pair alongside her logos, making sure to only use Google accessible fonts so she could carry things through her website, internal and client-facing documents consistently.
When it came to copy, we ensured we had such an in-depth understanding of her ideal client that the copy we wrote spoke directly to them. We blended some client education on what Melissa can do for other agencies as well as a lot of personality so she could begin connecting with her prospects right away.
In the custom Squarespace website, we focused on creating a design that blended a feeling of professional expertise, refinement, and approachability. Every page, heading, button, and photo was intentionally placed to build trust and invite visitors to move forward to the next step: actually reaching out and booking a discovery call with Melissa.
“My new website strikes such a fine balance between approachable and professional. My clients are agencies, so it was really important that my website was designed well. I’m really happy!”
HOW THE HELMS’ WEBSITE COMMUNICATED EMPATHY WITH ACTION & FINANCIAL EXPERTISE
Caleb and Hope Helms had just acquired a CPA firm when they reached out to us, looking for help with establishing a brand and web presence that confidently spoke to their existing clientele while also attracting and converting ideal prospects.
We helped them create a smooth transition, because they cared deeply about making sure existing clients were well taken care of. They knew they needed to establish a visual identity and digital presence that reflected their holistic, relationship-based approach to financial services—something that would not only serve them functionally, but also retain and attract their dream clients.
Because Helms Tax Strategy is a financial company, it was incredibly important that all the technical language and legal details were handled properly and remained compliant with industry terms. Our technical copywriter made sure everything was above board. With the copy, we leaned into the unique, relational aspect that Helms brings to the table. They really listen and get to know their clients’ goals, and use those findings to develop the best tax strategy for them. That needed to be at the forefront of all the copy and design overall.
We built a custom Squarespace website, making sure every page was clean and clear, with warm, relational images to connect to the audience. Our two main call-to-actions were to invite existing clients to log into their portal and for new prospects to book a discovery call. With their Squarespace lead capture forms, we also set up Zapier integrations that automatically created new leads inside their CRM software and added the new client info inside ClickUp. This seemingly simple tech integration made the back end process run so much smoother, allowing the HTS team to spend their time doing what they do best: tax strategy and consulting.
“Lots of people can make websites, but Boss Project looks at websites from many angles and evaluates function so business owners can reach their goals more effectively.”
What Goals Do You Have for Your Website?
Whether you already have a brand design you love but your website doesn’t encompass it how you dream or you’re starting from scratch, we want to collaborate with you every step of the way to create a website that you’re so proud to share with your audience. We believe that an intentionally designed website is the missing ingredient most service based business owners are missing. If you’re ready to blend function and aesthetics into a beautiful virtual space that converts prospects into leads for you, book a call to chat with us about your vision right here.
