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Dec 14 2018, by Sarah

‘Tap Tap – is this thing on?’ Is your website speaking clearly to your target audience?

Is your website speaking clearly to your target audience?
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Mic check, mic check…one two, one two. Hopefully you aren’t having any trouble hearing us, seeing as you’re reading a blog post (no audio required)! You may have asked yourself before, “Is my website really doing anything?”. It’s great to have a website, but if its not working hard enough for your business – its not doing its job!

One of the most common, and arguably the biggest mistake we see businesses making is failing to appeal to their target audience and market on their website.

So today, let’s figure out what exactly a target audience is. To be specific, a target audience is a highly defined group of buyers who share certain characteristics – the group of people that are most likely to be intrigued by your products and/or services. While this may sound like common sense, you’ll need to get to know your target audience if you want to start making an impact with your website content.

Always take your time!

With all our clients, we spend a significant amount of time working out exactly who they need to speak to before we even start thinking about what your messaging will need to say. There’s a lot to dive into in our discovery and strategy sessions, but a basic overview of what you need to know about your ideal target audience – also known as market segmentation – can be boiled down to the following:

  • Demographics (age, gender, orientation, race, etc.)
  • Psycho-graphics (values, attitudes, habits, hobbies, etc.)
  • Geographical (city, population, country, etc.)
  • Behavioral (loyalty, pain points, benefits sought, etc.)

Of course, it’s impossible to reach everyone at once with your website! That’s why narrowing your focus to a single core audience is essential to developing effective website content. There are plenty of questions to ask yourself, and exercises you can do to further narrow down your ideal target audience, and this is a topic we take great care to cover in our Super Start and Game Plan packages.

Never forget, the goal of your website should be to reach the consumers who are most likely to convert into awesome clients and knowing how to define your ideal audience is the fundamental basis to achieving that goal. Without this fundamental backbone, you are just applying band-aid solutions to a big, big problem within your website (and maybe across your collateral too).

Are you feeling like your website could use a bit of focus?

If you are unsure if your website is helping or hurting your business, we would like to offer you our e-guide ‘6 secrets to landing your best clients’. Not only will you be able to determine if your website is helping or hurting you, you’ll also learn about the importance of properly targeted messaging, website funnels, conversions and more! So if you haven’t downloaded your e-guide just yet, simply click here for access.

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