Is Your Website Missing UPS and Failing Because Of It?

The number of companies that come to Froggo for a website analysis report actually amazes me.  Well, it’s not the fact that they come to us wanting to find out why their website isn’t working (that’s normal!).  What amazes me is the high percentage of websites that are put under my nose that lack any thought in the design.  Almost as if the designer who’s created the monstrosity has never even considered UPS.

UPS is something that the Froggo web designers use in all of the custom builds we create for our clients. It stands for User.  Purpose.  Simple.

User Purpose Simple


The first thing any designer should consider when creating either a companies core website, or landing page is who the user is going to be.  Are they male or female? How old are they? Are they married?  Do they have children?  Are they employed or unemployed?

It’s a very simple question to ask, “Who does my website target”?  “Who is my ideal customer”.  If you have recently hired a web designer  make sure that in their web design brief, there is a section for customer profiling.


An obvious one but missed on so many websites that I see.  I’m not kidding.  This question usually results in a blank face and silence.  “So, what do you want people to do when they land on your website?”

Maybe you want people to call your companies main office number, or put them straight through to your sales desk, or maybe you want their permission to give you some of their basic information so that you can continue to market to them once they leave your website.  A name and email address is usually best for this depending on your industry as you can automate a lot of the follow up using email marketing software like Mailchimp, Aweber, Contant Contact, or Office Auto Pilot.


Simple or simplicity.  Once you’re clear on who your user is and what you want them to do when they land on your website, you now need to make it simple for them to do that.  Don’t stuff your website full of ads or unnecessary content that detracts away from what you’re trying to achieve.  Instead, keep it simple.  Whatever you’ve decided the purpose of your website to be, there needs to be a call to action above the fold of the page that entices your website visitors into doing what it is that you want them to do.

So to recap, make sure you know who your ideal customer is by completing a customer profiler brief.  Be clear in your mind what it is that you want vistors to do when they land on your page.  Get them to take action with a clear Call To Action (CTA) that’s visible when they land.  And keep it SIMPLE.  Don’t over complicate the process.

Hopefully, this post has helped you to understand how you can make your website work much more efficiently for you.  If you’d like us to take a look at your website and give you a any pointers please contact our team and we’ll get you fixed in no time.

Questions, comments and feedback are welcome below.