The goal of any online business is to attract and retain customers. And in order to do that, you need a website. But defining exactly how you want your site to acquire these customers, sell them on a product or service and turn them into a loyal following is always harder than it sounds.
The truth is — there’s no one “right way” of accomplishing all of these goals. Online marketing team strategies change with the times, shifting and changing as new technologies and trends arise. However, there are a few things to follow when it comes to designing an effective website that will target your audience into paying customers.
Here’s what you need to do in order to design a audience focused website:
Define Your Target Audience
The first step in designing an effective website is defining your target audience.
How and where are you going to target this particular audience? How many people make up this target market, and how much money do they spend on a yearly basis? What other experiences or websites have these people been exposed to? The more information you have about your target market, the better prepared you’ll be when it comes time to design your site.
You should also conduct research into the target audiences of your competitors’ sites as well. Although their approach may not be designed to target your target audience specifically, it gives you an idea of what’s already proven successful with certain groups of people. Take note of what works — and more importantly, why it works.
Develop Customer Personas
Customer personas can help you target an audience specifically by allowing you to see the world from their point of view. In order to target your target audience effectively, it’s important to understand how and why they think.
By developing customer personas for your target market, you’ll be able to see what content is most effective in speaking to these people. What should the copy on your site say? How do they react when they visit a website? The more information that you have about your target audience and who they are as individuals, the better off you’ll be when it comes time to design your site.
This helps increase focus for which specific elements and features will appeal best to this target group; i.e., a middle-aged working man may not be impressed by the same things as a 23 year old male.
Conduct Competitor Research
Competitor research is probably one of the most important things you’ll want to do before designing your website for your target audience.
If there are elements about their websites that already target your target market, then it may be a good idea to incorporate these into your site. You can then take other pieces from various competitors and create a personalized approach for engaging with your target audience that is unique enough to stand out among others yet familiar enough they won’t feel lost when visiting.
Are the features on their sites effective at pulling in potential customers? What type of content are they including? Is this content targeted towards an existing customer base or new visitors as well? This allows you to find out what kind of copy and graphics work best — allowing you to target an audience more effectively in your own web design.
Understand Your Target Audience’s Needs and Behavior
You want to think about how people will behave once they land on your site — is there something specific that you can target or involve them in? Are there specific elements that will appeal directly to their needs? How are they going to react when they see certain types of content or features (e.g., a signup form)?
By developing personas and conducting competitive research, you’ll be able to target an audience with web design by thinking about what they want — instead of just what you think they might want.
Focus on Content Rather Than Features
By focusing on the target audience alone, you’ll be able to create a website that speaks directly to this specific target market. This can sometimes mean less features — but more effective content that is focused around your target audience.
It may also mean more advanced features targeted towards a specific target group (e.g., someone who’s already familiar with using the site will require different training than a new user). However, it’s important not to focus so much on the number of features that your target customer ends up feeling confused or overwhelmed with extra bells and whistles.
Think About What the Site is Supposed to Achieve
What’s the site supposed to achieve? Is it there for providing information or encouraging a certain behavior amongst target customers? What specific target group are you trying to target with web design? This helps develop an effective identity and brand for your target audience that sets you apart from other competitors — and allows them to feel like they can trust you.
A target audience-focused web design will help create a unique selling point for your business; i.e., if this is all designed around my target market, what does that mean specifically for me as a customer?
By thinking about this right from the start, it helps make sure that your target audience is engaged and feeling like they’re getting the most for their time on your site — which increases how effective your target marketing will be.
Keep Your Site Simple, but Compelling
When it comes to target marketing, you want to focus on a few things that really make an impact. Having too many distractions or features can confuse users and distract them from exactly what you’re trying to sell or get them to do.
Keep in mind: It’s easy for people to feel overwhelmed by web design — especially if you have too much going on at once and don’t keep a clear, consistent message throughout your site. By keeping your target audience in mind when designing the website, it’ll help ensure that each feature is carefully thought out and adds to the overall target marketing strategy.
Narrowing your target audience down can also help you create a more compelling brand image — which is something that will be reflected in your website design and how people perceive the business as a whole.
For instance, If you’re only trying to target parents attempting to market to their children, you wouldn’t focus on creating a seamless payment system or fantastic ecommerce features (unless this was already an existing need from target customers). Your core focus would be on what kinds of toys would excite their children. Or perhaps parent testimonials and reviews could help encourage target customers to buy certain products based on real success stories from other target groups.
By keeping the target audience at the forefront of your mind during the target marketing process, you’ll know exactly how to target an audience with web design — creating a website that speaks directly to target customers.
Are You Targeting the Right Audience?
Now that you’ve got an idea of what your target audience is and who they are, it’s time to make sure you’re actually targeting them.
Remember: A lot of factors go into defining a target audience — whether it’s their age or gender preference, location or cultural background. When defining this target market online, these preferences will often define not only what kinds of features and content they’ll be looking for on a site (e.g., does the target customer speak English as their primary language?) but it can also affect how they’ll react to some of the target marketing strategies you employ.
For instance, if your target audience is made up of a certain age group (e.g., teenagers) and you’re trying to target them with web design on their own terms — perhaps through social media channels or in videos. But this target audience group might not feel as comfortable at the idea of creating an account on Facebook or posting videos online due to different cultural norms that have shaped them over time.
So when it comes to diversity and target markets, what this means for you as a business owner is that you should take into consideration factors like gender, ethnicity and even location when defining who *exactly* your target market is before designing around them and trying to target an audience with web design.
Define What Success Looks Like
When you target an audience with web design that’s effective, there is typically a very clear vision of what ‘success’ looks like. This means that defining your target audiences will also be a reflection on the level of success you want them to achieve while using your site — whether it’s purchasing or registering for certain forms, downloading free information or even just connecting socially and sharing content.
For instance: A site intended to target high school students might offer ecommerce features as part of their target marketing strategy if it has been proven in past campaigns to help drive tangible results they can measure (e.g., registrations, sales and lead generation). But this same target marketing strategy might not work so well for an online business trying target college students — since many are not of legal age to make purchases or sign up for things like email subscriptions without a parent’s permission.
You’ll want to solve the target audience’s biggest problems while still getting them what they need in order to accomplish their goals — and target web design is all about figuring out how exactly you do that.
Target an Audience with Web Design from K2 Analytics!
At K2, we help our clients to define target market groups as part of the overall online strategy for their company or organization so that they can focus on target customer’s needs and requirements through target marketing strategies like website development, web content writing services, and branding. Contact the best web design company in Las Vegas today and let’s get you an awesome website!