Refine basic assumptions

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This phase is particularly essential for products and services in the B2B sector that require explanation. There are several steps involved:

Define goals. What content goals do you have and can your website influence those goals? The website goals should be SMART - specific, measurable, achievable, relevant and time-bound goals. These will help you properly measure the effectiveness of the website.

Conduct user experience (UX) research. Research homeowner database can be qualitative, quantitative, observational, or a combination to gain user insights.

Visual design, information architecture, interaction design and usability are considered and analyzed using customer data.

Identify needs. In this step, you create the “Jobs to be done” framework. Here, you identify the needs that drive your ideal customers and find out what it takes for your ideal customers to recognize your products or services as a solution to their problems.
Now write down what you already know about your market, your company and your website. What is your USP? What problems do your users have? What are their current habits? What is good about your website? What is not? You make key assumptions or expand on them.

Develop buyer personas . A buyer persona is a semi-fictional representation of your ideal customer. You develop it using your experience and customer interviews.

Build a customer journey . Now you predict the customer journey. It is the path a customer takes before deciding to buy a product or service. You note what happens before, during and after the interaction with your company.

This gives you direction on how to integrate your website into your persona's life and solve their problems along the way.