When I first meet with any web or design client, they are often surprised that among the first few questions I ask is about why they want to be online. Sure, brand style guides and copy are important, but at the core of every good design is a concise “why”. Why are you online, and how does a website help meet your business goals? We often forget that a website is first and foremost a tool for business, and not a commodity that everyone needs to have for the sake of having an online presence.
Here are two cases where I’ve designed websites and graphics for clients, where focusing on the why made a monumental difference to achieving business and mission goals.
From Invisible to Front and Center
I got my start in design as a Peace Corps Volunteer, serving in Timor-Leste (2017-2019), a small island nation in the Pacific. I worked on all sorts of community projects during my first year, and it was during my second year that I discovered the need for good design in developing nations. I ended up working with a social enterprise called the Bamboo Institute that invests in bamboo farmers and builds bamboo products. They were founded and grown entirely by local government and community members in order to develop a less oil dependent economy in the country.
One of the greatest challenges faced by Bamboo Institute was getting the word out about their full product range. We decided that their “why” would be in increasing awareness of their brand and work they do. We designed some brand assets, such as an infographic detailing their product story and educational social media graphics. We also optimized and redesigned parts of their website to better display their product range and mission, and opened up Facebook (for locally based potential customers) and Instagram (for internationally based potential customers) pages.
By centering on their why (growing a bamboo economy and supporting local farmers), we achieved incredible results. We grew Bamboo Institute’s customer base, increased revenue, and became widely recognized for bamboo craft.
Giving a Startup a Platform to Grow
Shortly after my time in the Peace Corps, I became employed by my former Sociology professor. She had recently retired and was in the midst of starting her own business – Giving Beyond the Box. All we had to start was a fabulous logo, and a strong desire to promote a business that gives back. Her model? Gift boxes full of products from social enterprises. Every purchase of a gift box supported a handful of mission-driven businesses. With so many moving parts, it can be easy to lose sight of the core “why” for building a website at all.
We decided to start with telling the stories of the social enterprises my professor was working with. She felt a strong calling to ensure that the good work of these great businesses was shared with as many people as possible. In the design plans, we ensured there would be a page of partners dedicated to sharing the mission, main product offering, and links back to learn more about each social enterprise. We ensured that the landing page of the site linked out to this partner page, sticking to this initial “why”.
We have continued to work together for over two years, and the website’s “why” has continued to evolve. Now, the site serves as the main selling tool in the midst of the pandemic. More focus has been placed in designing an excellent customer experience and in creating user flows that lead to income generation. We still share stories of partners, but these are done through letters that accompany each box, in a way that is more personal to customers. When your “why” shifts, your website must shift along with it.
What is your “why”?
As a business owner, discovering your “why” will be the difference between meeting financial and mission goals, and falling short. Whether you are an unassuming island nation on the verge of building a new industry, or a solopreneur using business as the messenger for good work, basing design on your “why” is essential.