Who is your website talking to? - This is one of the first questions I ask
This is one of the first questions I ask my website clients – and invariably get a deer in the headlight look!
Client – “Yum, er my customers…?”
Me – Correct! But who are they?
Client – More confidently, “ oh everyone who wants my xxx”
Me – “hmmm”
Spoiler alert – this is the right, but wrong answer…
It’s too big and too broad an answer. If your website tries to talk to everyone and no one in particular it becomes too general, doesn’t connect with anyone very well and is overall a bit of a mediocre experience.
What we want to establish is who are your IDEAL clients. You know the ones they typically
They are the customer you want more of right? Ok so does your website speak directly to THEM? Or is your website trying to talk to everyone who could be remotely interested?
Now don’t get me wrong here, we want those people too BUT we need to be focused on your ideal clients because they are the ones more likely to buy/ engage.
You probably have a gut feeling about this but do your research – check you numbers, they really don’t lie!
Look back through the last year and see who your customers are.
Create a simple spreadsheet and see what they have in common to get a clear picture of your “WHO”
Why did they buy/ engage with you?
Understanding WHO is buying from you and WHY they are buying from you is Website gold!
We use this invaluable information to really connect with your ideal customer, through your website.
When any of us visit a website we have 3 unconscious questions in our minds
You can make it clear WHO you are talking to with your text, the images, and content that you use but the very easiest way is to simply call out your audience!
Jane from Blendwellness.co.nz does this really well with her home page statement
If I’m an exhausted busy mum BOOM I’m in the right place.
Kat from The Helpful Academy says
As a business owner I know immediately she is talking to me!
Make it clear what you are offering, we don’t have time or frankly the inclination, to spend too much time looking for what you should be showing and telling me ASAP.
Have a clear statement of what you offer in terms of impact and benefits
Amanda from Amanda Nutrition has a great impact statement that says
Angela from Halo Communications says
and supports that with her very first statement
“Here at Halo Communications we understand the importance of getting it right. It is critical to be clear about what you want to achieve, to understand your audience and to get your message across in the most effective way.”
Introduce yourself and your business in a way that I feel like you are a person I would like to work with – that I feel confident can do a good job. Your intro isn’t in fact about you – it’s about what you can do for me.
It can be as simple as Why work with me?
Steph at Less Mess nailed this on her website
Zack from ZR decorating is an award-winning Master Painter.
He uses social proof to help his ideal clients decide to work with him.
Great testimonials + his awards of excellence + 5 yrs master painter guarantee
Your website has a much higher chance of converting visitors to customers if your website knows who it’s speaking to and clearly answers the above 3 questions for them to take action and connect with or buy from you.