How To Define Your Website Customers
Your website is a very powerful communication tool and it is vital that you use it effectively. When you design your website you should have a clear idea of who your customers are going to be. Some people make the mistake of creating a website around their own likes, dislikes and needs.
Remember that your website allows you to reach countless new customers and to influence their decision making. It is important that you know your customers so well that you can answer any questions that they might have before they ask and that you make it easy for them to buy from you.
When you build a profile of your customer base you should ask the following questions:
- What age group are you targeting ?
- Are your products and services aimed at men, women, kids or families?
- Are you targeting individuals, groups or businesses?
- What do your potential customers expect to find when they visit a site like yours?
- Are you targeting a specific country, region, state or nationality?
- Will your customers be well educated professionals or will they need specific experience?
- Are you targeting experienced Web users or people new to the Web?
- What are your potential customers concerned about when doing business on the Web?
When you have answered the above questions, and any additional questions relating to your specific market, you will be able to create a customer profile for your website.
With the detailed customer profile that you have generated from your answers you should be able to tell your customers:
- Why you are qualified to provide a service or sell a product to them
- How you will provide a service to them on your website
- Why they should choose your website above the competition
- How your service or product is tailored to their specific needs
Look at your website through a customer’s eyes and test everything against your customer profile:
- Are you answering their questions?
- Do you provide the information that they will need in order to make a decision?
- Do you address the fears that they might have regarding doing business on the Web?
- Do you use a style and language that they prefer?
- Do you list all of the benefits of using your service or product?
- Do you make them feel special and valued?
Effective keyword search optimization and high search engine rankings will not help you if you can not convince your visitors to buy from you. Define your customers and build a customer profile that you can use to create good sales copy. If you generate trust and come across as credible, customers will buy from your website. Always remember that it is not about you, it is about your customers!
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