… Or is it built for anyone at all?
If the answer is no, you’re making a very BIG mistake — and it could be ruining your chances in converting customers.
Even worse, you could be attracting all the wrong people to your site! So, make it your top priority to create a website that speaks to your target audience.
Not sure where to start? We got you. Read how you can align your website design with your target audience — and ultimately reap the benefits of converting more customers — in the post below.
Selling to everyone is selling to no one. This may sound cliché. But it best expresses the importance of knowing your target audience.
It helps you understand their specific needs, preferences, and frustrations. In turn, you build a website that gets the right visitors and are most likely to convert into customers.
How to identify your target website audience? Get answers from these questions:
- Who do you want to attract on your website? Think of the demographic that benefits from your product/service the most.
- What action do you want them to take? This refers to your website goals. You may want them to subscribe in your newsletter to turn them into leads. If this is the case, you should make your CTA button easily seen and compelling.
- What’s stopping them to take a certain action? Know their frustrations and what they care about when it comes to design. The navigation could be very complex for them which can be annoying. You can survey people in your target demographic to have an insight into their design preferences.
The more data you have about your target audience, the easier it is to design a well-suited website for them.
How to create a web design around your target audience?
Done identifying your target audience? It’s time to create a website that suits their needs and preferences when it comes to content, colour, and layout.
When formatting your website content, think of the spacing, typography, and images.
Your target audience may prefer spaced out, shorter paragraphs for quick information. Or if they’re the detailed ones and need more information, they may prefer heavy copies. Either way, make sure to use easy-to-read typography.
And no matter who your audience is, include quality images in your content. Who doesn’t love visuals, right?
Colours affect user’s mood and thoughts. Make sure you choose the ones that easily delivers your brand messaging. And that it appeals to your target audience’s emotions.
For example, blue is best if you’re in the IT business and targeting professionals. It lets you establish credibility.
More about colour psychology here.
Your overall layout should promote easy navigation. But on what certain level? Because some users may prefer long drop-down menus and others just fewer menu options.
For example, if you’re targeting a much older demographic, a simple and easy-to-understand navigation style suits them.
Here are more tips when building your website:
Websites tend to become cluttered over time. That’s because designers and managers get too excited about the latest trends. They tend to add something here and there until the site becomes clunky, confusing, and hard to navigate.
Keeping your target audience in mind will save you from that pitfall. Because you’ll only think about what is relevant to them.
Let’s take it from Dana James Mwangi, a creative entrepreneur and consultant. Her website is extremely streamlined with only three sections, namely ‘About,’ ‘Media,’ and ‘Contact’. It tells visitors right away what to do minimising distractions.
More and more people from all age groups are now using their mobile phones for browsing. With this, even Google is now using mobile-friendliness as a ranking factor.
Don’t miss this valuable opportunity to increase your traffic and conversions. Keep a mobile-friendly web design to fulfil the needs of a large section of your target clientele.
Psychographics is a qualitative methodology defining the psychological attributes of your ideal customer. Make use of it to further customise your website aligning with your target audience.
Psychographic data can be obtained from customer surveys, website data, and other sources. It helps you learn about the profession, location, income level, and spending habits of your customers.
It enables you to design sections of your website matching the needs of different psychographic cohorts.
Did you know? Social media sites like Twitter and Instagram are using the method to target potential customers with their marketing campaigns effectively.
To sum it all up…
Building your website with your target audience in mind maximises your conversions. That’s because you’re generating the right traffic. Or let’s say — you’re bringing the right customers to your website.
So, give your web design some thought right now. Don’t hesitate to do some revamps based on your target audience’s needs and preferences. Because it pays off greatly.