Well designed websites are not just beautiful – they are designed to deliver the best website to your target audience; for this reason, they should direct to the needs and wants of your target audience. When we produce a website, we invest a lot of time, money, and resources to deliver the right message to the right people at the right time.

twins photo by Bessi from Pixabayset your target audience
 Image by Bessi from Pixabay

The Website Dynamics

Our objective is to provide quality content to establish trust and connected relationship with our target customers, with other websites and with social media. In other words, our goals and objectives to set up a successful website are to improve interaction with existing and potential customers.

Therefore, Our First Assignment Is To Finish This Sentence:

The goal of our web site is: _________________________________________

No jumping ahead to do the fun things and add advanced features. Indded, to be able to attract visitors, every element of our website design must work towards a defined goal. Primarily, graphics and features should not be our starting point: to invite visitors and help people who are attracted to our website, we need to produce an effective marketing strategy that goes beyond products and services, and reaches the psychological behaviour of our customers and offer them a sustained feeling of trust and familiarity with our brand.

Do not forget the old teaching: Your goals need to be SMART.

Goals that work and bring traffic to your website should be:

Specific – go straight to the point. Have a defined endpoint. And be realistic.

Measurable – goals that you can test, define, measure. Use numbers to the goal.

Attainable – goal must be achievable, based on figures and research.

Relevant – goals must align with the other areas of your business.

Timely – goals must be set over a period of time

Why Do You Need SMART Goals?

You need your website goals to archive an excellent return to your business. Setting your goals will help you succeed and measure your success.

The New Dynamics Of Buyer Behaviour

Today, consumer buying behaviour and consumer engagement have changed dramatically.

Consumers, now, expect:

  • to participate directly with brands with the facility of rapid-rise social networks such as Instagram, Facebook, Pinterest
  • use of advanced technology that enables online and mobile web research
  • online visits to compare websites
  • search queries
  • visits to brands and retail websites
  • and the trusted reference sources of consumer reviews and opinions of friends and family.

The Second Assignment Every Website Builder Should Do Is To Identify Their Target Audience Accurately.

The target audience for our website is: _____________________________________

When we accurately identify our target audience, we can research, organise and deliver the right message to them. It is the foundation of our marketing strategy. If your son, for instance,  says he is hungry, surely you don’t take him to the playground to play, do you? No, you give him food.

This is the process we have to follow with our customers. When you identify your target audience’s ideal prospects, their core pain points and who your competitors are, you should position your products and services as the perfect solution to your customers’ needs. In sum, you will know who your ideal customer is, what they care about and their consumption behaviour.

What Is A Target Audience

Creating a target audience helps you to focus your sales and your marketing attempts. Essential aspects to determine are:

  1. Where do they hang out on and offline?
  2. What is their democratic information? Ages, expertise, education, location, professions, hobbies, etc
  3. What is their favourite way of communication?
  4. What is their psychographic information levels? Behaviours, lifestyle, personality types, attitudes, preferences, etc.
  5. What are the specific pain points in products and services they feel?

Try to produce a persona of your ideal customer. Name him or her and get familiar with them. Research what makes them happy and successful. What SEO do you need to make them cheerful? What social media? What type of content marketing? Ensure your friend is happy when they are with you. If they are happy, there is a great possibility they will engage in your friendship and come back for more.

You might find you have different kinds of friends. Different approaches to your services and products. Maybe diverse behaviours when you serve your new SEO. Or different reactions to your Email marketing. Well, you should classify which area of your audience research is most important to your business. Don’t leave the other audiences; try to hear what they say and help them, but concentrate on your more significant area. And make sure you attend to their needs. Get feedback and learn from them.

audience research importance for website marketing and target audience
Source: https://databox.com/how-to-identify-the-target-audience-for-your-website

When your target audience has been identified, begin narrowing it down from there. And think who else would benefit from the particular features you offer. Does your primary audience come from your blog posting? Try to understand the knowledge they are after to make your site more comfortable to use.

When you understand the benefits of your site, you will start to understand who will benefit from them. For example, mothers who are struggling with their children’s behaviour? Young mothers who are stressed with emotional wellbeing or mental health will value an unbiased blog that supports them with services and professional responses; perhaps guidance into information and community resources where they will be accepted and get practical and personal care.

From this audience, you can begin to target the audience who will profit from your site and respond to your services. This is just one way to discover and connect with your target audience. Several distinct methods are using other data from your target audience measurement. Spend most of your time focusing on things related to your website, learn from this approach and plan specific strategies of action to improve connections and stick to them.

Sticking to them means providing exciting and fresh content to your consumers to help them make better choices and hopefully turn them into loyal customers who trust your relationship with them.

Different Types Of Websites To Engage Your Target Audience

There are billions of websites online (1.7 billion, according to 99Designs), and they are all competing for customer attention. Even with the billions of competing sites, you still want your new website to be the best in your area. After all, this is your right, and you should work (hard) to reach it.

We will talk about some of the most popular categories of types of websites and what they aim to accomplish. When you build your website, it is vital to identify which kind of website you are using, the objective of your goals and setups to achieve the best practices.

Most often, your website will have some overlap between the different categories. You might need some educational aspects, but you also want to sell your products, for instance. Identifying the categories will help you decide what should get higher relevance and will help you measure your competitors’ results. Studying and testing what your competitor chose will be a great tool to allow you to create the impeccable format for your brand and your customer base.

Popular Types Of Websites For Your Target Audience

Magazine Websites

The main features will be articles, videos, photos, news stories, reported pieces that are informational and educational. It is a category that works very well to the digital format. Particular focus will be on a similar layout and navigation to clearly direct the readers to find the information they need and feel relaxed with the technology.

Example: Urban Omnibus

home page of Urban Onmibus website to reach target audience

Ecommerce Websites

It is, in short, an online shopping destination for products or services from your organisation. Some very robust eCommerce makes it easy to browse products, filtering them by categories, highlighting special offers, with an easy and trustful shopping cart. Shopify and Squarespace are full-solution eCommerce platform. They will make it easy to integrate your eCommerce there, but you will be connected to them, and your site will only work with them.   

Example: Shopify, Amazon, most significant business have a shopping cart attached to them.

Directory And Contact Pages Websites

They are, usually, very complex to program and design as they collect information from different formats and different sources and build relevant information which is accessible to people who need them. They also involve personalised views for other users according to the kind of information they are looking for to their particular needs.  

Example: Insurance company Allianz Group

Business Website

Any corporate website that is dedicated to representing a specific brand. Primarily, it will communicate the types of products and services the organisation offers to the customers. Nowadays, it is a widespread expectation for business to have a website as potential customers typically look for information and products online before going to the brick-and-mortar shop. They must be professional and legitimate to become a real lead generation website and encourage visitors to get in contact with the shop.

Example: Moss51 Art & Design, where services are spread in easily navigable pages with frequent opportunity to establish contact.

footer from website moss51.com to reach target audience
https://moss51.com

Entertainment Website

Websites that you visit only for entertainment purposes, like humour, or interesting fun content. They provide music, video clips, or online games. These websites are colourful and fun, aligning with the nature of their content.

Example: Play Free Sudoku

Portfolio Website

The websites are devoted to showing examples of an artists’ past work or offer potential clients the quality of the work your organisation can provide. It is most familiar with creative professionals or freelancers where they demonstrate their skills. Moss51 Art & Design uses this category to indicate the ceramic and painting work their owner produces. These displays are used to promote the work of the artist using up to date technology with the best design tools to allow the designer to create professional-looking sites.

Brochure Websites

These websites are simplified forms of business websites and work as an introduction to the organisations’ work or services. Many small businesses use these websites for advertising services, displaying contact information with a good homepage with contacts, about page and photos. It covers the need to have a presence online but does not offer what a full website would; it works more like an online business card.

Non-Profit Website

Just like a business needs a website, an NFP organisation also needs a place where many potential donors could find them to learn about the site, learn how to be involved, how to volunteer and make donations.

Nowadays, it is a crucial step in providing legitimacy and reaching more people when you promote your organisation’s activities, encourage locals to participate and generate income.

Example: Act for Kids

homepage of website actforkids.com
https://www.actforkids.com.au/

Educational Website

Usually, this website belongs to an institution which offers literature or online courses with the primary goal of providing educational material to visitors and professionals or information to people in need of their services and by the same token provide the opportunity for contact.

Example: Academia.edu (https://www.academia.edu/)

homepage of website academia.edu

These types of websites are just a few of the many around. There are much more available online: Infopreneur, Personal, Wiki or Community Forum, Blogs, Crowdfunding, Social Media, TV or Video Streaming, and the list goes on.

Sound design as we can see is more than looking good; it is, thus, a type of art that is directed to a function, driving user engagement and targeted to the needs of the audience to provide a specified solution.

When you decide to build a website, pay attention to what others have done, especially in your area, to learn what works best for them and avoid tricks that don’t bring traffic. There is no need to repeat mistakes. The goal is to create a website that you and your audience will love.

Setting Website Goals And Objectives With Marketing Strategy

You have identified your goal and your target audience. Now, you probably already have a good idea of the type of website you want to create. Good. So now let’s see where to go to build your successful website.

In the website, we will connect and interrelate visuals and texts to communicate your product or service to your target audience building and developing your brand’s trustworthiness with straightforward navigability to direct your customer to the defined goals.

The final aim is to build a harmonious combination of crucial elements using a holistic web design process that will assume form, function and aesthetic to establish trust and improve interaction with your existing and with your potential customer.

Phases to follow:  

Goal Definition

Identify the primary goal of the website in collaboration with the website’s owner and other stakeholders. We talked about the main aspects of goal identifying at the beginning of this article. Still, it is crucial to keep those aspects in view all the time to make sure we are not getting out of the track, after all, the goal is the central aspect of the web development process.

If we did not get clear answers to those initial questions, the whole project could end up going in the wrong direction. Write them up if you think you need it. Keep the focus on directing working knowledge to your target audience better than your competition does.

Scope Definition

A common difficulty faced by designers is that many times the scope of the website is not well identified by the owners (or even by the designers themselves). When this happens, you start designing your website but them your process expands, or changes altogether during the design process and when you notice, besides the website you are also developing a web app, emails, and push negotiations.

These modifications might be needed, but they lead to more work, and the expectations change, the budget and timeline need to expand, and the project is not the same anymore. And could even become unrealistic.

Big websites may need a Gantt chart with details on a realistic timeline for the project with landmarks to set boundaries and deadlines.

Sitemap And Wireframe Creation

The sitemap delivers the foundation for any well-made website. It gives a clear idea of the website information architecture, and it clarifies the relationships between the parts and elements.

The wireframe provides the framework to store the visual design and content elements.

Content Creation

Now it is time to start with the written content. Content is essential to engage the readers and drive them to actions to fulfil the website’s goal. The driving depends on the written content itself and on the way it is presented, that is, typography and structural elements.

Texts that are written in short, snappy and intriguing content tend to attract readers and encourage them to click to other pages. Try to use short paragraphs with supplemented visual images to make your text light and attractive.

Content is also essential for SEO (Search Engine Optimisation) to boost the site visibility for search engines. Keywords and key-phrases are imperative here. Google Key Planner is useful to help you see search volume for potential target keywords and phrases so you can discover what other actual human beings are looking for in the web. There are some strategies to follow, though. After all, search engines are not humans, but they are getting there. Google Trends is quite handy to identify terms people actually use when they search the web.

A good trick is to use your keywords in the H1 tags, meta description and body content of your posts or web texts. Content that is well-written, informative and keyword-rich is more easily selected by search engines, but do not overflow your texts with keywords, or Google might punish you.  Write as if you were talking to another person who is looking for information on your area.

Typically, the client will supply most of the content, but the designer should guide them on the necessary strategies and keywords and key-phrases that will help SEO.

Visual Elements

In brief, existing branding elements should shape the visual style of the site, colour choices and logos agreed with the clients. But this part of the web development process, undoubtedly, allows the designer to shine. Images are essential as human beings are visual learners. Without a doubt, high-quality photos should be used to communicate the brand’s message, be mobile-friendly and help builds trust with the readers.

Visual content helps to increase clicks, engagement and revenue. Images make the pages more pleasant and more accessible, but they should enhance the message in the text and convey the vigorous message the client wants to share.

Obviously, professional photographers are the best choice, but there are beautiful photos available for free on the net. Make sure your images are compressed to keep the speed of the site but at the same time keep their quality.

Testing

The website is nearly there! Before launching it, it is better to test each page thoroughly to assure all links are working, that your website loads properly on all browsers and other devices. We do not want our customers to point errors to us, do we? Errors could come from small coding mistakes, and it could be a pain to fix them, but it is better to do it rather than present a broken site to the audience.

Launch

Now we come to our favourite part: it is time to launch the website! Unfortunately, rarely it goes perfect. There is always that tiny little element that needs fixing, or the design fluidity needs a little care.

Actually, web design is all about finding the right balance between form and function and the way people navigate and experience the website.

One important thing to remember is that Launch is not the end of the line. After the website goes live, both parties, the client and the designer, will need to continually run user testing on new content and features that are added to the website and constantly monitor analytics and the refinement of the brand’s message.

Summing Up

A unique website is not sufficient to archive your marketing goals. The web designer will help you create the best website to your target audience, and the clients will have a huge role to fill too. They need to keep their ideal customers, their strategic goals and objectives in mind and focus on supplying or adapting their practical activities towards attaining their goals.

Please leave your comments, suggestions and feedback. Thank you!

Sources:
https://databox.com/how-to-identify-the-target-audience-for-your-website
https://www.blitzmediadesign.com/blog/2014/05/setting-successful-website-goals/
https://econsultancy.com/consumer-trust-and-the-new-dynamics-of-buyer-behavior/
https://99designs.com.au/blog/web-digital/types-of-websites/
https://www.liferay.com/en-AU/resource?title=west-bend
https://www.expertmarket.co.uk/web-design/different-types-of-websites
https://www.hostgator.com/blog/popular-types-websites-create/
Photo by  fauxels from Pexels (feature photo)
Image by  Bessi from Pixabay

Print Friendly, PDF & Email
Cidinha Moss