Empathy and Information Architecture: Improving Customer Experience with Thoughtful Marketing

BMA Milwaukee

A big part of day-to-day life for Ascedia’s digital strategy and research experts is data. We establish key performance indicators for our clients and track metrics to ensure our work is effective. But for our team, the numbers aren’t the most important thing. Instead, it’s the people.

Empathy is defined as the ability to understand and share the feelings of another person, and it’s empathy that underscores the most effective digital marketing campaigns. At the most basic level, it’s an understanding of what drives a user to take action: to search for information, to share information with someone else and ultimately to make a purchase.

As marketers, we depend on Google’s ever-changing algorithm to get our content in front of our desired audience. It’s important to know what Google looks for when determining how to rank pages. Keywords are still important – it’s important to know the terms your audience is using – but it’s more important to understand how they’re searching, why they’re searching and what they’re specifically looking for. 

How do you do this?


For your brand to be the most reliable source for the information your user is seeking, you must provide information that meets their need right when they need it.


Google pays attention to the mobile experience you provide for your audience. Because 45% of all mobile searches are goal-oriented, it’s important to design for mobile first so that you can provide the best experience for these visitors.


Work with a user experience (UX) professional to ensure that your site’s aesthetics don’t get in the way of a visitor accomplishing their goals.


Don’t just stuff the site with keywords. Review the top search terms that are bringing visitors to your site and create more valuable content around those topics. 


Use markup to communicate important on-demand information to search engines, like product photos, prices, reviews and author information. Schema.org is a great resource for how to create this. If adding code isn’t in your skillset, a graphic user interface called Data Highlighting can yield similar results (this can be found through Google Webmaster Tools).


Your users can be your brand ambassadors if you make it easy for them to share your content. 

Empathy should drive every decision you make for your website – from the design and user experience to the content and site structure. The key to successful digital marketing is building true connections with your audience, and to make this happen you need to put yourself in their shoes. 

Looking for more resources on empathy and information architecture? Download our resource guide.

Overwhelmed? We’re here to help! Connect with our team today to start the conversation.

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