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 Persona, while super basic, is the perfect starting point to better present your business as attractively as possible to those customers you want to do business with.
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 plumbing 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.
Without Customer Personas there are 6 Ways the Strategy & Execution of your Website can fail
To build a competitive and results-driven website for your business, the web design and development process must be led by a strategy. Your web design strategy tells you what 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. But without creating personas for the web design, you’ve got no way of knowing:
- What your business needs to do or say to achieve these goals
- Why certain web design decisions should be made
Creating personas for web design strategy is crucial, but there are many inexperienced web designers who do the bare minimum. Low cost web design services won’t consult businesses about their target audience, and tend to create basic sites with no strategy to achieve long-term business goals.
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.
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 leverage SEO because knowing how your target audience uses search engines (what terms they use and what their intentions are) tells you what 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.
For 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, who care about health and safety, so you should use photos of your team in full safety gear and write about your commitment to workplace health and safety.
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 should focus on to turn 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.
For example: if you sell heat pumps and your target audience is young homeowners who are concerned about eco-friendly living, writing about the economical benefits of your product is going to win your customer personas over.
When businesses don’t bother creating personas for web design, their website lacks the strategy that links important design decisions to overarching business goals.
At Web-Sta, we’re dedicated to helping 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 strategic web design for your business.
First impressions are critical when it comes to web design; over one-third of visitors won’t return to a website if they don’t like how it looks. When websites aren’t built from the ground up to impress customer personas – they’re likely going to seek competitors instead.
If you’re not creating personas for web design, on what basis are you making important design decisions that affect your online success?
When the vast majority of customers are annoyed when content isn’t personalised to them, and over 80% of people are willing to share their details to gain a more personalised experience, there’s simply no excuse for not taking time to use customer personas in your website’s design.
Without making informed design decisions based on detailed customer personas, businesses make the mistake of deferring to personal opinion or whatever’s trending.
Here’s how knowledge of customer personas is directly related to the design of your website:
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.
When it’s done right: If you’re a software development company with a detail-oriented audience, perhaps made up of university graduates and academics, structuring your website more formally with longer chunks of content will instil trust in an audience that enjoys reading for learning.
Without customer personas: If you instead structure your website more simply, with short web content and a greater focus on images and graphics, you’ll lose credibility with an audience that prefers reading academic material.
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, before directing them straight to the Contact Us page so they can become a customer.
When it’s done right: If your wellness business has a main customer persona of young ‘spiritual’ women, pointing them straight to the About page to learn about your business’s story and progressive values would be very meaningful for this audience.
Without customer personas: If you point this audience straight to your Services page to try and sell your services quickly, a values-driven person who cares about the story behind your business might not feel immediately inspired to get in touch – you’ve missed a key opportunity to win them over!
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, and that all comes down to understanding who your customers are and what language they’re most responsive to.
When it’s done right: if your electrical company is proudly local and Australian-owned, and your customer personas are residential homeowners with families in your local area, using familiar ‘Aussie’ phrases, and explaining concepts in layman’s terms will immediately spark familiarity and trust with your audience.
Without customer personas: choosing instead to have formal website content that uses a complex industry jargon and information about the latest electrical regulations might be useful for other electricians, but it’s not going to inspire your audience. Many tradesmen make this mistake when building their website because they don’t properly engage with, or understand, their customer personas.
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.
Conclusion: 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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