Interviews. For some, just hearing the word can evoke a sense of dread and concern. The preparation, rehearsing of questions and answers, and the unknowing when you are walking into the interview room. But when it comes to your website redesign, interviews are a different kind of conversation.

When redesigning a website, there are countless factors to juggle — from page layout and content types to calls-to-action and overall goals. But among all these considerations, one stands out above the rest: your audience.