Web Design Impacts On Your Target Audience

Websites are essential marketing tools for impressing and influencing potential target audiences in various ways. Learn how to enhance your internet presence by using high-quality web design content.
caleidoscope of target audience

Websites are essential marketing tools for impressing and influencing potential target audiences in various ways. Learn how to enhance your internet presence by using high-quality web design content.

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    Your website is essential to your marketing strategy, or, maybe we should say, your marketing strategy relies heavily on your website. It gives the first impression to your target audience, impacting your customer’s experience in many ways.

    When your customer looks for a solution, a well-designed and optimised website with relevant and high-quality SEO content has the power to capture your customer’s attention and offer your product the attention it deserves. As a matter of fact, the website’s written content, aesthetics, usability, and functionality are vital tools to your business’s long-term online presence and success.

    The most successful companies are those that give their customers what they want. The website’s content and functionality need to be clearly directed to your target audience and answer their questions. Your website will show what you can do for them and their relevance to your business with easy navigation. Identifying your target audience will impact how you plan your website.

    Identifying your users

    Like the most successful businesses, it’s essential to reinforce the best websites to provide their visitors with what they want as readily and swiftly as possible.

    Notice there is a vice-versa operation here.  The interconnection between the website and the target audience brings positive results to both your customers’ experience and your business growth.

    There are many ways your website design will impact your target audience. But, without a doubt,

    •         identifying and understanding your audience,
    •         recognising what they value,
    •         the information they want and
    •         the tasks they wish to perform

    equally, impact the correct planning of the website design.

    You and your web designer should work together to plan and create the perfect website. Your web designer will be able to prioritise the structure your audience needs and the information you provide online and create an appropriate website design framework.  

    Why is web design important to your small business

    Why would you consider web design important to your marketing presence as you look into redesigning your business or starting a new company?

    Nowadays, governments want businesses to be “born digital”. In 2020, The Australian government pledged $800 million worth of investments in cybersecurity and the National Broadband roll-out, wide-reaching plans to accelerate the uptake of 5G technology and foster skills and capabilities. These are investments to support small to medium enterprises and expand their digital profiles. Like Australia’s government, most businesses in other first-world countries are also splashing cash to go digital.

    Investments like that show small business plans’ growth and economic power and their influence on the business market. Web design is an active part of that. Carefully consider the context of your business and the message it will need to show to target buyers for success.

    Your message to customers is essential. If you have the message but feel hesitant to put it into words, hire an SEO content writer who understands search engine optimisation and knows how to write informative, compelling, and relevant content. 

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    Investments like that show the growth and economic power of small business plans and their influence on the business market. Web design is an active part of that. Consider the context in which your business is and the message it will need to show to target buyers for success.



    Meeting your target audience is one of the most significant parts of any online marketing strategy and has a massive impact on your audience’s user experience.


    5 Ways your web design impacts your target audience

    These critical elements have a tremendous impact on the user experience, influencing navigation, loading speed, value, actions and the trust connection between you and your customers.

    1. Content

    Content is king. When visitors arrive at your website, they need to understand what your business does or what service you offer at a glance. – Visitors generally are in a hurry to find a solution; they don’t have time to read the website, so they primarily scan it – to decide if they want to stay and find what they are looking for, or leave. Clarity is the beginning of trust-building.

    The content needs to be concise, clearly explaining what you do and why they should do business with you. A professional website designer will be able to coordinate your business ideas, editing and writing with intuitive and familiar navigation styles to help the visitors find the information they want.

    2. Appearance

    If you hurry to find a solution to a problem, what would you prefer: to puzzle through a labyrinth of passages and paths or speedily find the answer at full tilt in front of you?

    The impact of your site’s appearance will play a full role in your first impression on new visitors and reinforce your expertise to older customers. Hence, regardless of which style you choose, the appearance must be attractive and modern with up-to-date, current design trends. 

    Examples of Current web design trends include:

     Parallax Scrolling technique – the sense of immersion in the virtual experience when the background image moves at a different speed than the foreground image.

    Check this example to see this minimal parallax template for a restaurant or business café.

    Straightforward, easy to read fonts with full-page headers– reading online has its tricks. Legibility is essential for the triumph of a website, especially if visitors are using mobile devices. The font needs to be easy to read and unobtrusive. Bad fonts and bad layouts distract your visitor and chase them away.

    White space – it helps visitors move through the site going from one element to the other smoothly, and creates a visual hierarchy that brings understanding and allows the eyes to rest.

      Use playful cursors to add some spice to your design.

     Custom animation with 3D illusions that add a stunning  layer of depth to the design.

      “Hero” imagesbecoming very familiar now, full-width graphics at the top of a website article summarising the text below. They serve as a glimpse of your product or services and tell the visitors what to expect from the rest of the site.

     Responsive design – is crucial to 2022 websites when smartphones are the standard tool for most internet searches. When visitors search your website, they need to get a clear, beautiful and functional experience and be able to find the information they need.

     Asymmetric layouts – a continuation of a great web design tradition, only playing it better! Asymmetric structures can be very functional. The result is a fresh, exciting and engaging design that will bring an incredible experience to the viewer.

    Keep up with the continual change of colour palettes – every year, there is a new colour. Yellow in 2019, blue in 2020, ultimate grey and illuminating in 2021 and the most prominent colour trends we’ve seen in 2022 are the earth tones evoking natural world warn neutral and golden yellows.

    The design colours should reflect your product or service, matching your brand’s message, and they need to, most importantly, grab the viewers’ attention and engage them with your brand.

    People are visual creatures; therefore, graphic designs immensely impact the response they offer and the understanding of your product or service. Web design sets the first impression. There is nothing to replace the first impression. If the first impression is outdated, the visitor will leave. And they will go to the competitor’s page!

    3. Functionality

    1. Your website is a place for your customers

    Your website is not built for yourself; it is for your target audience. Only and foremost, for them. It needs to function in a way that your audience will be able to navigate and understand.

    For instance, in your blog, use its articles to take your target audience to the critical parts of your website. They will appreciate learning about you and your company on the About” page. It should be easy for them to contact you. Ensure your contact page is correct and takes your customer to the proper place.

    In your Call To Action (CTA), ensure the button is valid and takes the customer to the correct contact. Everything on the website needs to be tested and validated.

    If you keep your audiences’ needs in mind while you design the website, you will understand that just adding pretty “lotties” to it will not be enough.

    Your beautiful message needs to answer your customer’s questions from the beginning and navigate with them to the solution only your product can provide. If they feel comfortable and familiar while navigating, they will stay longer and hopefully learn the information you tell them. Help them make a decision. You might have a customer!

    2. Your website needs to be visible

    Functionality also means your website needs to be search engine optimised and responsive.

    Many practices influence how your published content will be crawled and indexed by the search engines. Your content needs to be visible to search robots. Web designers are a group of professionals who will make you loved by the search robots.

    Your website visibility and traffic can be optimised with Search Engine Optimisation (SEO) tools to help you research and outgrow your competitors, find traffic-driving keywords, build quality backlinks and use internal links wisely.

    You will need to tell search engines how to crawl your website. That is not an easy conversation, for sure. But good SEO optimisation can give you better control of what the search engines will find and avoid common pitfalls that can prevent key pages from getting seen.

    And do you know what all search engines primarily seek? High-quality Content! Content is anything that can be consumed by searches: video content, image content, text content. 

    At the same time, as search engines appreciate good content, humans do to. Read this article to get a better perspective on how to provide content that will satisfy both search engines and your visitors. 

    In their fascinating article, worth reading to learn about SEO, Moz Pro says, “if search engines are answer machines, content is the means by which the engines deliver those answers”. Clear!

    3. Your website needs to be responsive

    Nowadays, most people are using mobile devices in their searches. Old websites that would not respond to different screen sizes are so “last week”.  Modern websites have to provide access to information from a multitude of devices, from desktop computers to smartphones.

    If you want to keep your target audience, you need to give them positive experiences irrespective of their device. You must integrate responsive design. Valuing your customer will keep them engaged and interested in your website. And they will stay on your page longer.

    4. Your website needs to load fast

    Your website must load as fast as possible because more than half of website searches are abandoned if the page takes more than 3 seconds to load. That is right! I can’t count how many times I left a website because it took longer to load. We don’t have time. And if that website doesn’t load, others will!

    And additionally, people will not return to websites that take long to load because of the negative perception that the company transmits with a lousy website. And what happens when a customer is not happy with their treatment? They tell other people, their friends and family, about their bad experiences.

    A professional web designer will know how to use performance best practices for website performance to dramatically improve the website’s user experience, scalability, and SEO. They will keep the website loading quickly, comply with SEO practices and reduce web hosting costs. 

    4. Professionalism

    The impression you create on your visitors happens before they start reading your site. The format in which your website is presented shows how professional and respectable you are. They show how much you value your customers and want to be seen by them.

    • Web design impacts customer service

    Your clients will see how much you value them through pages like About Us, Professional Staff Photos, Customer Results, Testimonials, etc.

    It is vital to dedicate time to talk about your business, how you started or ideas that have influenced your decisions.

    The customer will most certainly appreciate learning your company’s values, essential traditions, celebration times, or other important matters and events that do your business what it is today. They will value learning that your employees are happy because they will recognise these emotions are part of your service. They will make you unique!

    Customer results and testimonials highlight your professionalism because they show that you have your customers in mind.

    • Customer-focused businesses

    Customer-focused businesses are 60% more profitable than others not centred on the clients.

    Customer focus also reflects your customers’ clarity when navigating your website, seeking efficient, valuable answers to their questions. Web designers will know which best-practices navigation styles to use as they will adapt your website to your audience’s needs.

    For instance, drop-down menus are an easy, familiar way to use sub-navigation with a clean design layout that will impress your visitors who can choose where to click on them.

    restaurant menu with drop down menu
    Source: Smashing Magazine, March 2009

    The first objective of a website is communication with the target audience.

    Positive user experiences are essential. It would be necessary to say that communication should never be confused with a beautiful visual presentation. Images, photos, texts and other design elements should work together to produce a clear and cohesive brand message to the user.

    A professional web designer will create a website that communicates clearly, even considering the short time the visitors will use to think if they want to stay or leave the website.

    5. Your competitors are doing it

    Another reason, if the previous ones have not convinced you, is the impact of knowing that your competition is doing it. Your competition is using the website to impact their customer experience, and if you are not doing it, you are losing it.

    The competitors are equally attempting to impress their customers. The target audience will know how they will be treated by looking at your competitors’ websites. If you don’t put any energy into your website design, your target audience will understand that you will not put power into serving them.

    You need your website to stand out from the competition. If your competitors’ websites are more appealing and perform better than yours, you will lose leads. Even if your prices and services are similar, your website is a significant opportunity to let your business stand out from the rest.

    The quality of web design

    You have seen how important the web design of your website is. We treated only the more significant impacts, but there will be others depending on your line of work. When you design your website, keep in mind that it has a critical role in your online marketing strategy. Investing in a professional to develop your website will produce the best results for your business growth and help your customers engage with you.

    Are you ready to create Something Spectacular?

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    Here, at Moss51 Art & Designwe specialise in SEO content writing for your business website or blogs.  Your blogs and website pages need to look nice with well-written content to attract customers and search engines. Let’s talk.

    So, if you are looking to create your website, Moss51 Art & Design will provide all the important elements of quality your SEO content needs.

    Or, if you already have a site, we can always conduct a site audit and optimise your content to provide the best user experience and accessibility. 

    Hope you enjoyed reading this article. Did you find the information on this post useful? Leave your comments below. 

    Print and share this article friendly; you are free to use and reproduce it, just please attribute Moss51 Art & Design as the original author, and link back to this post!

     Editor’s Note: This post was originally published in October 2020 and has been completely revamped and updated for accuracy and comprehensiveness. 


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    Cidinha Moss

    Cidinha Moss

    Cidinha Moss is the founder of Moss51 Art & Design, an SEO Content Writing and Web Design studio. She is a content writer and artist, with a background in languages, education, marketing, and entrepreneurship with years of writing, teaching, and providing effective text, images, and web designs to her clients. You can find her on Facebook or LinkedIn.

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