Good design starts with knowing who you’re designing for. Creating a website that appeals to your target audience is the key to bringing in clients and making sales. Consequently, targeted website design is a critical part of building a successful website for clients.
Understanding your audience’s preferences and behaviors allows you to craft a personalized user experience, which not only increases engagement but also builds trust. A custom web design company can create a website with your audience in mind that will make a lasting impression.
(Designecologist/pexels)
What is Targeted Website Design?
You’ve probably heard the old proverb: “You can’t make everyone happy,” and that sentiment applies to business as well. As much as you would love to appeal to every potential customer with access to the internet, that’s just not realistic. Some people might not be interested in the products or services you’re selling and that’s okay.
Your job as a business owner is to determine who has a vested interest in your products and services and how to attract them as customers or clients. Then, partner with a design company to build a website that drives conversions by focusing on your target audience. Figure out what appeals to this audience and drives them to make a purchase, then design according to that criteria.
How Can I Find My Target Audience?
Defining your target audience can sometimes feel easier said than done. What criteria should you look for when deciding how to package your message? Gather as much information as you can about your target audience and use that to guide your decision-making.
Analyze previous customers and social media followers. Who has purchased from your business in the past? Who is engaging with your social media? Then, break this group down to identify the following:
- Age
- Gender
- Location
- Career and Income
- Interests
Use this information to inform your design decisions.
How Can I Use Design to Attract Customers?
When attracting your ideal customer, we’ve established that it’s best to work backward. Figure out who you want to reach, what makes them tick, and what they want from your website, and then design with the end goal in mind. Some elements to consider when designing for your ideal audience include:
Images
The colors and images help set the tone of your website and directly influence the audience you will attract. You should use color schemes and images that reflect your business and the products or services you offer.
Your logo is a large part of your business’s identity, so it’s important that it reflects your vibe and appeals to your ideal customers. Different colors evoke specific emotions and associations, which companies use strategically to communicate their values and appeal to their target audience. A website design company can help with a logo that appeals to the consumer while reinforcing your brand identity.
Layout
The layout of your website will directly shape your customers’ experience and influence their perception of your brand. A well-designed layout will communicate professionalism and promote trust, while a poorly designed webpage will leave users frustrated and likely lead to higher bounce rates.
Verbiage
Write with your reader in mind. Consider who is visiting your website and then write your website copy with their expectations in mind. Depending on your ideal customer, this language might be simple and straightforward or conversational and witty. Whatever your tone, tailor your website copy to best advertise your products or services. Better understanding your ideal customer’s demographics can help guide how you speak to them.
What Else Should I Keep in Mind?
Monitor the Competition
Stay up to date on what the competition is doing. Closely monitor their web page to see what’s working well and what isn’t. Consider things like their functionality, design, layout, content, and navigation. How are they optimizing their content? Seek out opportunities to gain a strategic advantage over them.
Put Aside Personal Biases
Just because you prefer a design choice doesn’t mean it’s right for your brand. What appeals to you might actually be detrimental to your ability to attract and engage customers. Stay focused on your ideal customer and what they’re looking for. Then create a user experience that builds brand trust and loyalty with your target audience.
A web design agency can offer a fresh perspective from someone outside the business. They design with your end goal in mind while staying true to your brand identity.
Should I Consider Working with a Professional?
Remember, your beautifully designed new website is of little use if it doesn’t appeal to the people you want to see it. A custom web design company can deliver an optimal experience for your business and customers. If you need help creating a custom website that speaks to your target audience, contact our custom web design agency serving Salt Lake City, Orem, Ogden, Layton, Provo, and surrounding areas.