The more I work in online communications, the less I think about websites in isolation.
A website is very rarely the whole experience. Someone might find you through Google, land on your website, click through to a form on another platform, receive an automated email, log into a portal or speak to a real person via chat.
Inside an organisation, those things might sit across different teams, systems and platforms. But the person using them doesn’t see any of that. They just see you.
That’s why, when I’m working on a website now, I’m always looking beyond the website itself. Where did this person come from? What are they trying to do? Where are we sending them next? What happens after they hit submit? Does every step feel connected and make sense?
Sometimes improving the website experience isn’t really about the website at all. It’s about looking at the whole journey and making sure all the different pieces work together as well as they can.
Have you ever followed your own top customer journeys from start to finish? It’s fascinating what you can uncover.
