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Right for Your Audience? Write for Your Audience…

Getting started in designing or redesigning your website should begin by answering this question: who am I trying to reach with the website? By putting the customer first and serving their needs, you can connect with them. The copy on the site should show them how your product or service will solve their problem.

To design your site right, you should begin by thinking about the goals of your potential audiences. Why will people be coming to your website? What problem will they be trying to solve? What search terms will they use to find you? What information are they seeking?

Your potential audience is often composed of people in various roles. They may be potential customers, current customers, investors, job seekers, or even your own company’s staff. Take into consideration all of these roles when designing the site and writing copy, but prioritize the list to handle any conflicts.

The highest priority target audience for a e-commerce or lead-generating website is most likely potential customers. Remember, your website is essentially an online welcome mat and could quite possibly be the first point of contact that you have with your potential customer.

The primary space on the Home page of a website should be devoted to helping customers find the products and services they need. Make sure that the website copy uses terms that your potential customers would search for to find your website, rather than internal company names for your products. Of course, internal product names can and should be included as well, but make sure things are spelled out in plain wording using targeted search terms. You want your potential customers to find you using a search engine, right?

Here are some things you can do to learn more about your website audience:
  • Interview customers
  • Develop website personas
  • Conduct a usability study on your website – watch how users interact
  • Do keyword research for your industry – try out Google Insights, a free tool based on real world search history
Many companies feel that they already know their prospective customer, from a demographic point of view. Yet we find that every company can also apply these simple techniques to learn even more, and ultimately hone both their online message and the methods to reach people.
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