Whether it’s designing a website, an SEO campaign, writing content, paid advertising campaigns or any of the like, you have to operate with clear intent. So maybe the objective is to build a really good looking website. But what constitutes a good looking website? My opinion? Your opinion? A good looking website is only a good looking website if the user thinks so. And the only way to know that the user thinks so is to operate with a clear intent: design for the user and make continuous improvements to increase user engagement, conversion and ultimately your revenue.