Yes, we get it, you know your customers… But, do you often don’t know them BEFORE they are your customers. Your site is your ambassador to the world wide web and needs to work hard to build your brand and represent it well. Understanding the type of people who visit your site is a very important part of getting results and you should enhance your site to suit them. As a result, you will gain more loyal returning visitors that come back again and again for more.
What’s the age level and what kind of knowledge does your audience have? A regular guy might linger around a general site on lawn care, but a professional botanist might be turned off at the very same information. Similarly, many people will leave a site filled with technical details about your service but if you sell to engineers, then you just made a new friend.
Take your audience’s emotional state into consideration when building your site. If someone with a broken pipe searches for a solution and comes across your site, you will want to make sure you offer the solution right up front and sell or promote your product to him second. In this way, the visitor will put his trust in you for offering the solution to his problems and is more likely to buy your product when you offer it to him after that.
When you design the layout for your site, you have to take into account the characteristics of your audience. Are they old or young people? Are they looking for trends or are they just looking for information served without any icing on the cake? For example, introducing a new, exciting product with a simple, straightforward black text against white background page will definitely turn prospects away. As will developing a flash-based viral game for the geriatric set. Make sure your design suits your site’s general theme.
Try to sprinkle technical language in your sites sparingly where you see fit and you will create a sense that your audience is on common ground with you. This in turn builds a trusting relationship between you and your audience, which will come in useful should you actually want to market a product to your audience.
Remember, you are building a site for your visitors, not you.