You’ll have some old hats and we have a few bright sparks, and that experience will take you pretty far. That said, the value of learning directly from your customers can’t be overstated; it will provide hard evidence for design and strategic decisions. From validating user needs and journeys to testing a new architecture or content, the value to your business of user testing shouldn't be underestimated.
Depending on where you are with your website or the maturity of your digital strategy, there are different research and testing approaches we can take. Each has their merits and efforts, but they all give you more context on how users perceive your brand and experience your service.