Is your target audience finding you online? Determine if your business’ website is reaching its potential

Chances are the majority of your business generated today did not find you by flipping through the Yellow Pages. Your services, product, or business name was likely “Googled,” referred, or noticed in an ad campaign. In all cases, your website becomes an essential link for your business to be found.

For industries that are not as dependent on the internet to do business, websites were once considered to have little valuable; however, in an interview with Steve Barkhouse of Amsted Construction Inc., for his industry, websites have become essential to their business in the last 4-5 years (“Digital and You” 2011). It was once thought a website was a “time-waster,” and it can be if it is not designed and written to engage your target audience. A successful website should parallel your clients’ and potential clients’ goals and give them a course of action. 

Before you write or refine your website content or design:

Define your business objectives.
Are you:

• Creating a community?
• Educating the public or a niche market?
• Spreading a message?
• Selling a product or service?

Determine why your target audience might be looking for you. Are they collecting, joining, or buying?
Collectors. They are early in the purchase process, looking for how you can solve their problem. They research your product or service, and the company history, accountability, and transparency. They might bookmark your website, as well as compare you to competitor sites.

Joiners. They join your community through RSS feed, blog, or social network feed, etc. because they see you as an industry leader or value your opinion. They may be a shareholder and need to stay connected to updated information.

Buyers. They are looking for how your product or service solves their problem and plan to actively purchase something from you, or seek your advice.

Determine the goals of your audience.
Ask “Why will my audience participate? What do they want to accomplish by visiting your website?” The more focused your website content, the more likely you are to leave a lasting, comprehensible message that leads your visitor to commit to a course of action before clicking away.

A “Buyer” visits your website to learn about and purchase your sales package. A clear representation and explanation of your service offering means your target audience can participate. If you service multiple audiences, extra attention should be given to menu names and navigation so each audience can find what they are looking for. A buyer who takes action will contact you for more information or to begin a transaction. For example, a construction company that offers services in design build and general contracting will have two different audiences, and hence, two different overall service packages.

The “Collectors” may seek you for your Educational value on a specific topic, product or service. Educating the client on product benefits and specialized features gains consumer trust and may lead to a sale. For example, a hiker is part of a niche market that might visit a specialty retailer’s site for information on the types of tent designs and materials that are best for a subalpine hike.

The “Joiner” wants to be Engaged. These visitors, similar to the Collectors, consider you an expert in your industry, but want to join your community. If you keep your website updated, the joiners are the easiest group to get to take action. They comment on blogs, subscribe to RSS feeds, join social media feeds, etc.

How do you begin to determine if your website is going to meet the needs of your audience and lead clients to take action?

1. Put yourself in your ideal clients’ shoes.

When you land on your website: 
a. Are you overwhelmed? 
Is it clear how to navigate the site? Where does your attention go first? Is that where you want your client’s attention to be led?

b. Questioning transparency? 
What kind of impression are you making? Is your website up to date? Clients are seeking your services and looking for a reason to trust you and give you their business.

Is your brand recognizable? Are the colours on your website the same as the ones used in your ad campaign or on your building signage? Does the font on your business card match the one used on your website? Visitors want to know they are in the right place.

Check out the competitor’s sites. Are you compelled to take action? Why? Why not? If your competitors don’t have professional websites, be the industry leader.

Offering clearly packaged sales and products, offering education on your topic of expertise, or giving clients a way to engage in your community leads to informed, confident, and thus, empowered clients who are more likely to take action and get what they came for when they visit your website.