As a business owner you hope your website design conveys certain values and ideas to your target audience, such as:
- You’re a professional
- You can do what you say you can do
- You care about your audience’s needs and wants
But, so often web design is sadly deficient in projecting these ideas, business owners make mistakes designing their websites by not looking at their websites from their audience’s perspective and this generally means they make it about them and their needs.
Before designing a website for your business, you should consider the following factors:
Who Is Your Target Audience?
You should be intimately aware of exactly who your audience is. What do they like? What are their problems and can you solve then? What is their age, sex, and other demographics? How does this knowledge affect what type of website you need to make for them? To do the research you’ll need access to your target audience, which you can easily find via the many social media platforms and you can always survey your existing customers, online tools make this super easy.
What are the Problems or Pain Points of Your Target Audience?
Before you can determine what types of products and services to offer your target audience, you need to know what problems, wants and needs your products and services are fulfilling.
What Type of Products or Services Are You Offering?
This will influence how you determine the technology on your website. If you are delivering digital products, you’ll need a protected shopping cart that will be easy for your audience to use. If you are delivering services such as writing, virtual assistant, or coaching services, you’ll need different technology to provide privacy and information to your audience in a way that’s simple for them.
Putting It All Together
After you understand those two factors, it’s time to get on to the business of building a website that does what you want it to do: attract your audience and convert them to buyers. The way you do that is that you take all the information you have learned about your audience and product and show your audience that you value them first. You do that through proper website design.
Develop an Understanding of Current Website Design Theory
This might sound complicated, but all you need to do is look at some websites that are popular with your target audience and used often, to figure out which designs work better. For instance, currently a simple, clean design with easy-to-read text that works also on mobile devices is important. Understand how to make your site easy to navigate for your audience. Ensure that the colors on your website are appropriate for your audience. Thankfully, if you’re not versed in website design there are plenty of people you can outsource to, you could contact me for instance if you have a reasonable budget and really want to maximize your online opportunities.
Create Content That Puts Your Audience First
It’s tempting to make the website content about you, you see this on almost every website and this is one of the reason most website fail. Even your “about us” page should be focused on your target audience, for example what your target audience want to know about you, this should be you’re “about us” page. Content focusing like this can be tricky and takes some practice. Every blog post, every bit of content including product and service descriptions need to be 100 percent focused on what matters, your target audience and what’s in it for them. They do not care about you or your website other than what it and you can do for them.
Evaluate Your Website
Knowing this information, now take a look at your current website and look at it through your target audience’s eyes. Evaluate whether or not you’re providing an easy to use website that answers, the questions your audience may have and immediately tells them what you do for them and the problems you solve.
Get Professional Help
Need professional help, want your website evaluated and a road-map of what needs to be done to accomplish your goals, then speak contact me, or any other specialist website marketing expert. Although I started in the business as a website designer, I don’t like that term now, as I now offer comprehensive marketing, evaluation and conversion optimization services and as such I, and many others like me are not simple web designers.
You want your website to perform well for you, but in order to do that you must put your audience front and center in terms of content, engagement and design. Ultimately, the real question is, what does your current website say about your audience? How does your current site measure up? With 79% of websites failing to give a return on investment, chances are your website design needs to be refocused on the needs of your audience.