ARE YOU SPEAKING TO THE RIGHT CUSTOMERS?
Do You Really Know Who You’re Selling To?
First of all, if you say “I’m selling to everybody”… sorry to break it to you, you’re selling to no one.
The good news is though, once you do define who it is your looking to sell to, then all of your advertising and marketing can be aligned to appeal to those people.
Example: if you’re a commercial plumber, you’re not selling to householders, or anyone under the age of 20 or even homebased businesses with a small home office.
So where to you start?
How to Design Your Target Audience Profile
- First, imagine your top 3, most favourite customers. Write their names down.
- Now, list their demographics including: Age, Gender, Marital status & children, Occupation & salary and Location. Rough estimates are perfectly fine here.
- Once you have that, list their likes and dislikes (if you know them).
- Now are they on Facebook, LinkedIn, Instagram or other social media platforms?
This information allows you to make better decisions when it comes to the photos/images you use for your business, who the decision makers are when presenting quotes, and what social media platforms that are worthy of your time.
Customers Worth Cloning
Now that you’ve identified your 3 top favourite customers, wouldn’t you just LOVE to clone them, over and over again?!
By diving just a little deeper, you can observe just that little extra info about each of your customers that allows you to really hone in on your advertising and effectively attract more of the same awesome customers you love so much.
Following the worksheet below, write down the following:
- Their Pain Points | What problems do they face that lead them to buy your product or service?
- Potential Objections | What might stop them from using your business?
- Priorities | What else could they choose to spend their money, time and energy on vs your offerings? What do they care about?
- Preferences | Are they budget conscious? Do they prefer face-2-face interactions vs over the phone or online communication?
- Pet-peeves | What annoys them?
Customer Personas – Rinse and Repeat
This target audience profile, or Customer Personas, while super basic, is the perfect starting point to better present your business as attractively as possible to similar customers most likely eager to do business with you.
Over 70% of businesses that exceeded their profit goals use customer personas for their marketing. Most of this could be attributed to not wasting their marketing investment on trying to reach and sell to everyone.
Target Audience + Your Website
Over the past 14+ years, we’ve seen too many businesses invest in advertising strategies, logo design, social media campaigns and even websites that do them no favours, in that, NONE of it speaks/sells/appeals to their target audience/s at all.
Example: If your commercial electrical services are considered ‘high-end’ and expensive, then an old and cheapy looking website, a crappy old logo designed in Microsoft Word and little to no Google or social media presence is a clear misalignment. You’ll continue to attract poor quality, tyre-kicker enquires vs those meaty, profitable and more enjoyable quote opportunities that you’re after. The same can be said for the reverse pricing situation… a super fancy and ‘polished’ website will be unlikely to appeal to a budget conscious prospective customer.
Target Audience Strategy – Levering Your Customer Personas
To build a competitive and results-driven website for your business, the web design and development process needs to be strategy driven. This enforces what it is your website needs to do and say to help you achieve your business goals.
Sure, the overarching goals for your website might be fairly simple: increase brand awareness, convert more leads, sell more products – however, without creating customers personas and matching your web design to appeal to them, you’re simply flying blind.
Understanding who your selling to help you determine:
- Language | What your website needs say and how it needs to say it
- Design | What images, colours, fonts and layout are most likely to convert
- Call-2-Actions | what C2As most likely to be effective
There are many inexperienced web designers who do the bare minimum and don’t take any of this into account. Low cost web design services generally don’t consult their customers about target audience or unique selling proposition. Some even target the wrong suburbs! A ‘templated’, one-size-fits most website, with no sound strategy is very unlikely to achieve long-term business goals for anyone.
To avoid the following website failures, find a web design agency with marketing expertise – and make sure you ask if they include customer persona-driven guidance in their services.
Avoid These 6 Potential Website Fails by Focusing on Target Audience
Fail #1 | Poor SEO & awareness of customers’ online behaviour
Experienced + marketing qualified web designers will research how your customers behave online. This includes what terms they search for to find your business, the kind of content they like to read, and the messages that they’re most responsive to on the internet.
Customer personas benefit SEO because knowing how your target audience uses search engines (what terms they use and what their intentions are) informs you what search terms to include in your website content, and knowing what they like to read, on what platform, signals the kind of blogs you should post – and what social media platform to share them with.
Without well-researched customer personas your site will lack the key search phrases used by your audience, so your website loses the chance to rank on search engines. Without knowing what kind of content your audience prefers, and from which social media platform, you could be chucking irrelevant content on your site – and sharing it on platforms where your audience won’t engage with it.
Fail #2 | Unresponsive to customer preferences
Asking for feedback and conducting surveys of your customers also takes a fair bit of work, but your web designer should be able to support you with this process. Without researching your customer personas, you have no insights into your customer’s likes and dislikes to refine your web design strategy.
Customer personas support your web design strategy because knowing your customers’ preferences helps you make informed web design decisions, such as colour schemes, images and navigation. Backing up every decision with knowledge of your customer persona enables you to make critical design decisions that drive results for your website by winning over your target audience.
Example: You’re deciding what images to use on your construction website. You know that your main customer persona is middle-aged women with children and their husbands, who care about the health and safety of their family. Using photos of your team in full safety gear along with information regarding your commitment to workplace health and safety would be a great start to appeal to this audience.
Fail #3 | Your site doesn’t handle customer objections
One of the most important things to gain from creating customer personas for web design is an insight into your target audience’s main objections to buying your service – and what you can do to handle that objection and convince someone your product or service is the right one for them.
This supports your web design strategy because knowing the main reasons why your customers don’t choose your service tells you what your website content needs to better focus on turning those objections around. When website visitors see that their main objections have been handled by your website, they’re far more likely to get in touch and become paying customers.
Example: You sell air conditioning and your target audience is new homeowners who are concerned about eco-friendly living. Sharing information about the economical power saving benefits of your product is more likely going to win your prospective customers over.
At Web-Sta, we’re dedicated to supporting businesses form a strategy around their website. We’ll help you work out your customer personas and use that knowledge to make important design decisions that drive results for your business. Give us a call to talk about a strategic web design for your business.
Fail #4 | Poor web page structure
The way your website is structured has a massive impact on your audience. Knowledge of your customer persona, their behaviour, and their personal preferences, should inform the way you organise your website’s layout.
Example: A software development company with a well educated and corporate target audience needs to structure its website with longer content, references and professional imagery to instil trust. More technical and complicated language would also be more appropriate for this audience vs ‘keeping it simple.’
Fail #5 | Badly positioned CTA buttons
Call-To-Action (CTA) buttons should strategically guide your visitor to the pages that will be most interesting to them and most likely going to make them want to buy from you.
Example: Your wellness business offers appointments to busy mums and small business owners. An easy to find and non-cryptic call-to-action button, like “Book An Appointment”, is ideal to direct your customers to a booking calendar or your online booking request form.
Fail #6 | Weak website content
The words on your website play a huge role in enticing visitors to get in touch and buy your products or services. Your website content should both represent the unique voice and personality of your brand whilst saying the things your customers want to hear. This comes down to understanding who your customers are and what language they’re most responsive to.
Example: Your mobile car washing company is proudly local and Australian-owned. Your customer personas are predominately retirees and home-based business owners. Using ‘Aussie’ phrases, and ‘layman’s terms’ will immediately spark familiarity and trust with your audience.
We offer quality website copywriting as part of our web design services. Find out more about this service and why it’s so important to the success of your website.
The Wrap Up – You Should Be Creating Personas for Web Design
Designing a website for your business is a crucial step forward for any business owner – and creating customer personas simply must be part of your web design process.
When you’re making such a significant investment into your business and paying a substantial amount of money for its design, you don’t want to leave the success of your website to chance.
And with a web design agency by your side, you can get started today. Book a FREE Discovery session with us today to see what we can do for your business.
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