process Archives - Jesse Thomas Design
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Attract More Customers with Your Website

Welcome to Part 2 of my 7-part series on how to create the website you really want, on time and on budget. Here’s a quick recap of what we’ve covered so far:

  • Step 1 – State your GOAL. The best way to set your website project up for success is to start with the end in mind by considering what you need that website to do. The more specific you are about what you expect to get out of it, the better. And of course, be sure to communicate this to your website developer.

 

And now, on to the next step…

Step 2 – Identify your AUDIENCE

In order to get the results you want from your website, it’s critical to build your website for the people you want as customers.

Before you start building a site, get very specific about who the user is, who you’re trying to reach. This will allow you to gear your message around who your customer is and what they are looking for, which will improve the conversion rate of visitors into customers.

How to identify your target audience

Here are some questions to consider:

  • Who are your best customers?
  • Who uses the types of products and services you offer?
  • Who is not purchasing from you that should be?

 

If you don’t already have one, create a profile of your ideal customer. What are the characteristics your best customers have in common?

Take into consideration demographics such as:

  • Age
  • Gender
  • Profession
  • Location
  • Income level
  • Level of education

 

And because you need to connect emotionally with your website visitors, your audience profile should also include psychographic characteristics (“psycho” as in psychology, not psychopathic). What are their:

  • Desires
  • Fears
  • Frustrations
  • Values
  • Technological savvy
  • Sources of influence

 

The most important psychographic characteristic to consider is this:

What do they urgently need that you have a solution for?

With both demographic and psychographic characteristics, focus on the things that set your best customers apart from everyone else. In other words, you don’t have to specify where they’re located or their technological sophistication if those factors are irrelevant to what sets them apart from non-customers.

Take a look at other websites that meet the needs of the same type of person you’re targeting. Consider what colors, verbiage, features, CTAs (calls to action), etc. they use to connect with the same audience.

Using your audience profile to design your website

Once you know who your ideal user is, you can design a website that turns those users into customers.

The understanding you have of your audience will influence such decisions as:

  • What headlines will be most effective
  • What the main call to action is
  • Text to visuals ratio
  • Colors
  • Fonts
  • The tone of the copy
  • How much information to give them before you ask them to take action
  • What information to give them
  • Preferred contact methods

 

Just as you’ve built your business around the needs of your customers, you want to create a website around the needs of your users.

Not considering your audience will turn people away from your site, attract unwanted “problem child” customers, and be ineffective in meeting the goals that you want to accomplish with your website.

Get the website design template

Ready to get a real website? Subscribe here to receive my free website design process template that you can implement as part of your own website development plan.

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The #1 Way to Prevent Website Development Disaster

You’ve heard the horror stories of website development, and maybe even suffered through one yourself in the past – development processes that drag out forever, go way over budget, and/or don’t yield the desired results.

I have a tried-and-true process to avoid those nightmares and instead deliver to clients the website they really want, on time and on budget.

This is the first in a 7-part series where I’ll give you an insiders view of how I do that… so that you can apply these same best practices to your website development process.

Step 1 – State your GOAL

The best way to set your website project up for success is to start with the end in mind by considering what you need that website to do. The more specific you are about what you expect to get out of it, the better. Some possibilities include:

  • Get subscribers to sign up
  • Have people email a request for your services
  • Sell your product or service
  • Share your phone number
  • Showcase your work
  • Direct people to your storefront
  • Educate customers and prospects
  • Showcase your brand
  • Entertain

 

You may have multiple goals, and that’s fine, just make sure you identify one of them as your most important goal. This will allow your website to clearly point people to the most important destination. Without a clear singular direction, website visitors may be confused and take no action at all.

This is a critical first step in website development because it allows your designer to create the optimal site structure for that purpose. For example, if your goal is to have someone sign up for your newsletter, you wouldn’t want to have the same website as someone who is offering a product.

Get crystal-clear on your goals and share them with your developer

I can’t stress enough how important it is to share your goals with your website developer so they don’t create something that doesn’t help your business. No matter how great they are at their job, they can’t read your mind.

Which leads me to point out something that may seem obvious but still needs to be said: Make sure you are clear on what your goals are before you talk to a developer. If you haven’t yet nailed down what your basic goals are, hold off on creating a website until you are sure.

The goal for your website will come out of your larger overall marketing goals. A website is not a miracle solution – it can’t solve problems that stem from lack of clarity on marketing strategy.

However, when you are clear on your overall marketing goal, a website is a great tool to help you achieve that goal and is an essential part of most modern marketing plans.

What is the problem you need to solve?

It’s good to think of a website as a solution to a problem. If you can figure out what your problem is, then you are on your way to discovering what type of website will solve your problem.

What do you need more of?

Do you need more leads coming into your marketing/sales funnel? Do you want those leads to be calls, emails, or subscribers?

Are people coming to your website ready to buy and you just need to direct them to the right product? Or will they need to learn more about you and what they do before they’re ready to make a purchase decision?

Do you need better brand awareness? If so, how are you positioning yourself against the competition? Will your website be the landing place for a strong social media push?

Do you need prospects who are more qualified/educated? If so then you should direct them to an FAQ or other informative content before sending them to your contact information to request a quote.

Always start with the end in mind

Failing to consider your goals from the start will leave you with wasted time, energy and money, and lead to frustration for everyone involved in the project.

Knowing the number one thing you want visitors to do when they come to your site will set you on the path to getting the website you really want.

Get the website design template

Ready to get a real website? Subscribe here to receive my free website design process template that you can use to implement this process for your own website development plan.

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