What do you do when you need a new pair of shoes? I’ll tell you what I do— I google it! When I need new shoes, I’ll google the specific shoes I need and typically click on one of the first three options I see. If the first thing I see is an ugly, confusing website that’s hard to use, you can guarantee, I won’t stay long. 

Maybe you’ve already built your website and you’re not seeing success. Maybe you’re just getting started on the path of owning an online business. Regardless of where you’re at, when building or refining your website, you have to be strategic about it! Your website needs a clear purpose and that purpose can’t just be clear to you but your users as well. Allow me to help you add greater purpose to your website!

Identify Your Target Audience

When it comes to being intentional about the content of your website, identifying your target audience is the first step. Defining your audience will be the base whereon everything else is built! You just can’t maximize sales without knowing who you’re selling to. 

Here are some things I look at when determining who my target audience is:

• What are the demographics of my current consumers: If I’ve already started selling a product, I like to look at who my customers are. Have they mainly been women or men? What age group are my current customers? Why do my customers choose to use my service? Other demographics that help me determine my target audience are, location, income level, education level, and occupation. 
• What problem does my product solve: Identifying what problem my product solves is another simple way to identify my target market. For example, the services I provide focus on branding, website consulting, and social media management. I provide essential information about important trends to people who are either getting started, or wanting to see more success. I’m selling experience and knowledge! Because I know the problem I’m solving, I know exactly who needs my help and how I can market to them. 
• Who is my competition’s target audience: If I hadn’t already started my business, I would definitely use this as a starting point to see who my consumers could be. Instead of waiting months to gain traction and then look at my consumer’s demographics, I could use an already successful business in a similar field to see who I should be marketing to most! This will save me time and money in the long-run. 

Focus on Simplicity

Simplicity is always the right choice! What would you say if I told you to fill in the blank: “______, the happiest place on earth!” If you guessed Disneyland you’d be right! Many companies have simple slogans that help millions of people remember their brand. 

What does your brand represent? Remember your target audience when creating a simple brand slogan. Focus on something that they can relate to!

Apart from a simple slogan, consider a simple, intuitive website as well. Most users can only handle 6 or less menu items before potentially becoming overwhelmed or confused. I like to stick with a top menu bar that includes 6 places that my users need to visit most often. I also like the order of information for first-time website viewers to make sense. The services I offer are front and center on my homepage. Then, if you scroll down, you’ll see gradual bits of information being added about my services. Finally towards the end of the page, I like to include a FAQ section for anything I haven’t already covered. If you go to my website, you’ll see the simplicity and intuitiveness that I’m talking about! 

Aesthetic Matters!

Another reason why figuring out your target audience is so important is because you want to match their aesthetic! If your target audience is broader, go with a trendy aesthetic that fits the vibe of a broad spectrum of potential customers. If you have a more specific target audience like I do, go bold with a trendy, more personalized aesthetic! Your aesthetic doesn’t have to be everyone’s cup of tea, but it should entice your target audience to stay on your site. 

You also want to make sure your aesthetic doesn’t just catch the attention of your customers, but that your aesthetic represents you as well. Because I know myself and my target audience so well, I’ve been able to build a website that catches their eye and connects with them, while still representing me the way I want. Vibes are real and now-a-days your website will give off a clear vibe! Let me help you make sure it’s the right one. 

Use SEO

In today’s world, Search Engine Optimization (SEO) should be your best friend! The basics of using SEO include knowing your keywords, using your keywords, and writing engaging content. 

• Know your keywords: You’ve got to know your keywords! What keywords best represent your product, service, or your brand? Do you solve the problem of kids not having jump ropes in their size? Then your keywords better be “kid’s jump ropes”, “jump rope for kids”, or “small jump rope”. Do your research when choosing what keywords you want to use to drive traffic to your business. 
• Use your keywords: Once you know your keywords, you’ve got to make those keywords, in some way, a main focus of your website! For example, my keywords are “brands”, “branding”, “website”, and “social”. You will quite literally see these words repeated like crazy on my homepage. The word “brand” alone is used 7 times on my homepage, without even scrolling down. Can my product get any clearer? I think not! 
• Write engaging content: A huge trend right now, and one that I myself participate in as well, is having a blog. Keeping up with a blog gives me even more opportunities to use keywords in a way that attracts attention to my website. Consider starting a blog using keywords that will draw attention to your unique services. 

Use Me!

Let ME help you add purpose to your website! I hope this article helps, but if you’re looking for more personalized coaching, then set up a date with me! Allow me to help you fine-tune your brand and connect you with those who matter most to your business. 

Remember, the more purpose your website has, the more people you can connect with. 

Good luck building the business of your dreams!