Do you already know who your target market is? If not, it’s one of the most important facts you can know for your business. Knowing your target customers or clients will help you increase your marketing return on investment by focusing specifically on the people most likely to purchase your product or service.
That’s great, but what about my website?
Your website is the first point of contact for many potential customers and provides critical information about your company. It’s a touchpoint between you and your potential clientele. The whole look and feel, color choices, and layout help provide a tailored user experience for your target market.
Your target market gives your designer an idea of how your website needs to flow to make the most of your message. It also tells them how to provide visitors with an action to go to the next step with your business.
A site made for everyone will have a generic look and feel. As a result, it blends with other sites in your industry. This practically guarantees that your site isn’t memorable in any way, shape, or form. But of course, that’s the last thing you want. So it’s critical to communicate your target audience with your web designer/developer before they start designing and building your site.
Ok – so what do I tell my web designer?
You know your clientele much better than anyone else. Now think of your very best customers. Got them in mind? What do they have in common? Do they have a specific problem they’re trying to solve? Is it their age group? Do your best customers live in the same locale? Do they have kids? Do they have similar hobbies or have similar cell phones or computer brands? Are they white-collar or blue-collar workers? You would be surprised at all the info your web designer can deduce from these questions.
If you don’t have any customers yet, think of your dream client. What does your dream client do? What is their educational level? Where do they live, not just the city, state but the type of housing they live in? Do they work with their hands, or are they professionals like lawyers or health care worker, or do they work in government? What kind of car do they drive, what phone do they use, or hobbies do they have?
You may want to give your target customer (or customers) a name and keep them in mind when talking with your web developer/designer. Marketing professionals call this a “sales persona”. What parts of the persona are important to define will vary widely from industry to industry and business to business.
What a designer does with your info
A web designer will take your thoughts, concerns, and content, and transform it into the perfect site for the target audience you’re trying to reach. You’ll work with your website designer to create a clear direction and message your website visitors understand and follow. Remember, all other digital marketing, social media, emails, videos, or podcasts, push visitors to your website where they can purchase from you.
It’s essential to make sure the look and the message of the website are on brand and unmistakably yours. A website can sometimes be the first impression of your business. So put your best foot forward and give the best possible impression you can offer.
It sounds like I need to use an expert
Usually, web designers have marketing education under their belts. They know about the psychology of color and where to place the sections of your website, so people see them and, more importantly, use them.
For example, newsletter subscription forms receive more sign-ups when a popup or slide-in form is used. And if the form is in the middle or just under the information your visitors come to your website for it will gather more subscribers.
It’s tidbits like this that a seasoned website designer will know and use to make your site successful.
Ok – so what else am I missing?
And we’re back to the very beginning and why it’s so crucial the web developer knows who will use the site. Is your audience adults, kids, or seniors? What exactly do you do, and why do your website visitors come to your website? Are your website visitors female or male, or do you have a mixture of both? Are your visitor’s attorneys, Girl Scout leaders, house painters, or purchasing a new business? Are they middle-income or top 2% bracket? Do they come for advice, information or to buy?
These questions and much more help build out that critical roadmap to make sure the site is built with your specific audience in mind. Then visitors will feel welcome when they come to the site and think it was built specifically for them.
Our reputation is on the line
A website is more than just text and images. It’s also the flow of the site to make sure you’re giving your viewer every opportunity to take the action you want them to take. Using colors that inspire the viewer to stay on the site and don’t immediately frighten them off. Placing the text so it’s easy to read and flows in such a way that it invites viewers to go deeper into your site and learn more about you. Pleasing images that not only delight your viewers but also communicate your message before they read the words.
A lot of psychology goes into a site to encourage viewers to purchase or donate or learn more about your topic. And that’s even before writing copy for the site. Web designers are thoroughly invested in making sure your site runs smoothly from day one of launch. When we build a site, it’s our masterpiece and reflects who we are as designers and artists.
Conclusion
This combination of the right target audience with a website designed specifically for that target audience helps hone the razor edge you’re looking for when launching your digital marketing strategy.
The online world will continue to grow and outpace the offline world. Therefore, every refinement and focus your website has is another step in connecting your business with your future customer.
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