It’s just a website – why does my target audience matter?
Your target audience in the web design processDesigning a website requires proper planning and thought to how each user segment will interact with the website. Certain audiences may require content written in different tones or contexts – for instance, a technical IT director who is vetting your product/service for purchase will need the information presented to them differently than say a business-level associate who is just beginning their comparative research.
Your target audience for digital marketing & SEOOnce your website has been designed and launched, users among the different audience segments should be having positive experiences on the site. They should be easily finding the information they’re looking for (as a best practice, we use the “3 click rule” – a user should reach their destination by 3 clicks), and the information should resonate with them enough for them to complete an action (i.e. call now, request a quote, schedule an appointment). Without pausing to properly outline your audience’s pain points, needs, and other buyer persona information, your website loses its ability to be effective. Even worse, it drastically reduces your chance of remaining competitive! Learn more about the basics of target audiences and buyer personas for websites and digital marketing.
Beginning with the end in mind to attract, engage & convertIf you’re thinking of revamping your existing website or creating a new one, make sure that you begin with the end in mind. Businesses that jump the gun and skip this important step of mapping out your key buyer segments always meet the same fate: The website is not optimized for the right users, and optimizing for SEO cost-effectively and efficiently becomes practically impossible. This is why it’s so important to not overlook this step in the process. Work with the web developers and marketing experts to identify your target audiences, determine which segments will be most profitable, and how the website and marketing should work together to successfully attract, engage, and covert said segments.
Case study: IUPACIn the case of IUPAC, our custom web developers utilized the flexibility of WordPress to design features specifically tailored to the needs of the individual audience segments that would be using the site. The International Union of Pure and Applied Chemistry (IUPAC) is the world authority on chemical terminology and nomenclature. IUPAC’s target audience segments each require different features and custom functionality on the website. IUPAC’s old site did not take into consideration the diverse groups that would be using their site.
Target audiences of IUPACIUPAC uses their website as a resource for multiple global audience segments, including:
- Scientists publishing research and sharing the latest periodic table news
- Knowledge experts collaborating on projects
- Members browsing industry events
- Prospective members wishing to learn more and join IUPAC
- Global communities coming together to build a resource to freely exchange scientific information
Partner with an agency with over 10 years of web and marketing experienceOur WordPress web designers and digital marketers are here to help. We work with you as an extension of your brand to develop a website that meets your goals and delivers long-term success, by ensuring that it speaks to the right audiences.
Contact the digital marketing and website design experts at TheeDigital in Raleigh, NC at 919-341-8901 or schedule a consultation.