10 May Who Is Your Website Audience?
Understanding the people who visit your site is a critical task, since doing that allows you to cater to them. If you’re not inside your customer’s head while you create your site’s content, you’ve already lost. Show your prospects you really understand their pain through the visual and content elements. Always, remember: it’s not about you, it’s about your prospective customer.
Here are some questions to consider when designing (or redesigning) your website:
- What are the characteristics of your typical customer (customer profile and demographics)?
- What’s their age?
- Income range?
- Education level?
- What do you know about their life stage?
- How much does your target customer know about your company or your industry?
- What are the needs and wants of your target customer?
- What pain of theirs are you trying to solve?
Combine your answers above with this rule of thumb: design and write for a site visitor who wants to buy what you are selling. Then design and write content that’s concise and clear and that makes it EASY for the visitor, not only to FIND what he’s seeking, but to actually BUY it. The absolute WORST result your site can achieve is to make it difficult for a visitor to do what you want him to do.
The website’s aesthetic posture contributes significantly to how it’s perceived by its target audience. A website designed to attract attention of a corporate or older generation should include muted colors, clean design, and conservative graphics. Younger audiences tend to respond to bold colors, eye-catching graphics, creative design features and edgy, quick-hitting copy.
Many sites have diverse audiences. Classic example: a realtor has buying and selling prospects. For such situations, create separate headlines or call out boxes for each audience. Once visitors click a basic direction, only then is the design and message fully customized.
Copywriting style is also critical. Consider the conservative and progressive audiences above. Use a straightforward, more restrained approach with a conservative audience, employing more formal language and dry facts to bolster viewpoints. Use less formal styles with younger audiences, focusing on emotion. Sprinkle colloquial language sparingly where you see fit, and you will create a sense that you and your visitors are on common ground. This can help build trust over time, which will prove useful when selling to your website audience.
Need help figuring out how to design (or redesign) your site and how to create content that will appeal to your unique audience and actually sell what you’re selling?
Grasshopper Marketing can design and build your company a website that captures your audience and actually makes sales. Just let us know if you’d like to talk about how we can do it for you.
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