There are a lot of steps to take before building a website for your business. One of the most important steps is to understand who your target market is going to be. This is the foundation of your business, and it is what will lead to a successful website.
Start with the five w’s
When trying to think of your target market, use the five w’s. This includes who, what, when, where, and why. It might sound like a strange approach, but it allows you to think of who interacts with your business. Here are some questions to ask yourself when using the five w’s:
Who – who does your business attract? Do you typically sell to a younger crowd, an older crowd, or a mix? Are families drawn to your business, or does your company cater to a variety of groups? Are your users on a time crunch?
What – what are they looking for that you offer? Are there specific products and services they seem to be more interested in? Are they looking for convenience?
When – when are they searching for your type of business? Is it when a problem arises, or is it a spur of the moment decision?
Where – where are you located? Is your business located in a small town or large city? Where are they located in relation to your business?
Why – why would they stay on your site? Why would they utilize your business? Why would they choose your business over another one?
Learn your market’s behaviors
Learning your market’s behaviors may seem monotonous, but in the long run, it’s what will create long-lasting relationships. This may mean that you dive a little deeper into who has been utilizing your business or businesses that are similar. After learning more about your market and their habits, you’ll be able to start thinking of ways to attract them to your site. This will help you later on during the design process.
Some important things you may want to learn about include the user’s general tendencies and buying habits. Their buying habits will show you whether they’re a repeat customer or a competitor while also showing if they utilize those products or services when they need to or if it’s more of a luxury item. Learning more about their personal lives could allow you to determine ways to gain their trust and hold their interest longer.
Design the site to match your demographic
The design process is probably one of the most intimidating steps in creating a website to fit your market. An easy way to start is by checking out your competitors’ sites, specifically those who have a similar target market. Note what you like and dislike about their site. After doing some research, use your observations to create something that fits your business while also noting what gaps to fill.
Identifying the needs and wants of your demographic is also crucial. If your general demographic tends to be on a time crunch, creating a simple design that is easy to navigate will be the most beneficial layout. If they typically look for a fun and exciting company to work with, a clean but bright or unique design on the website may be appealing – and may be what holds them on your site.
However, remember to stay true to your business and the products and services you offer. While the website is for your users, it’s also a tool for your business’ growth. You want to make sure that the website is what you want while adding in pieces that appeal to the user.
Monitor changes in your market
Have you ever visited a website that felt outdated? Monitoring changes in your market is one way to prevent that from happening to your site. As in any modern-day situation, the interests of your users are constantly changing. Staying up-to-date with new trends and what your user likes or dislikes is one way to always have a site that will meet the wants and needs of your market.
This doesn’t mean you will have to constantly change the layout or design of your site, but it may mean that you’ll have a better idea of what content needs to be on your site, what you should add, and how everything will affect your business overall. It will also allow you to anticipate any influxes in website traffic. With how quickly business can change these days, it’s always important to be prepared. Creating an environment where your user knows you’re trustworthy is one way to maintain B2C relationships.
Utilizing the information you gather from market research is sure to make building or improving your site easier. Whether you’re just starting out or if you’ve been in the industry for years, understanding your target market is the key to success.
For information on how Compulse Integrated Marketing can help your company, call us at 844-821-2154, or visit us online at www.compulse.com.