Web development is more than simply adding a pretty design to your CMS and promoting it in the search engines and social media. Those things are important, to be sure. But if you want to succeed online, then you can’t forget about the most important aspect of your website development – your audience.
A lot of webmasters get wrapped up in the design part of their project and forget about the audience. Similarly, many SEOs forget their audiences and focus on the technical aspects of optimization. These are big mistakes.
If your website isn’t written in the language that your target audience understands, then it doesn’t matter if you rank No. 1 for your keywords. Chances are, you are focusing on the wrong keywords. Your best keywords are keywords that your target audience would use to search for information about your product, service, or brand. Anything else is likely nothing more than superfluous fluff.
Your job as webmaster is to ensure the technical aspects of web development line up with your audience’s needs and expectations.
A good functional website that answers your target audience’s questions is more valuable than a pretty website that doesn’t. Of course, if you can make your site attractive, then that’s a bonus. But don’t give up on essential functionality to produce a pretty website. It isn’t worth it.