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You can find the sweet spot between your business goals and what site visitors want in three steps

Next time you’re buried up to your knees in Google Analytics and none of it is actually helping you make confident content decisions, try these 3 steps. The insights you’ll gain can lead to a new website structure, new content ideas, and possibly new products and services. 

Define your business goals
Why does your website exist? It’s critical to understand what role the site plays in running your business. 

Talk to your users
Find out what they use your site for and what annoys them. Have them prioritize their tasks and goals.  

Focus on the overlaps
Compare your users’ responses with your business goals. Where do they overlap? Content investments made at that spot will work twice as hard