It seems like everyone wants to improve their website design these days. Maybe it’s that time of year, or maybe we get bored with our website after six months or so.

Of course, it could be that nagging feeling that your website isn’t getting the results you’re looking for… like lots of visitors, leads, and sales!

Whatever the reason, here are seven important questions to consider before starting your website design project.

1.  What’s the (real) purpose of your website?

• Generate leads and phone calls?
• Support the efforts of your sales team?
• Sell your products?
• Offer engaging content to build an audience?
• Provide helpful information about your company?

It’s okay to have more than one purpose. Just be clear on what the main one is so that you can design your website with that purpose in mind.

2.  Who is your target audience?

Can you describe them in detail? I hope so… since you’ll be spending plenty of time and money trying to find them on the Internet. Not to mention, hoping to get these prospects addicted to your website and offering. Again, who are you targeting?

3.  Can prospects find your website in search results?

Make your website “search friendly” so it shows up in the search results of your target audience, since the more people that find your site via “natural search” the less you’ll need to spend on marketing to find them. Not sure how to search engine optimize (SEO) your website? Get an expert to do it for you.

4.  How will your website visitors know they’ve come to the right place?

Your logo, “tagline”, and a handful of short benefit statements (with search-friendly keywords!) are really important for explaining what your website is all about and why your business is different. Photos, videos, and testimonials can also help tell your story and engage your target audience.

5.  How easy is it for prospects to find and act on what they’re looking for?

What do your website visitors want to do? And have you designed your site with these actions in mind? Take the time to figure this out before you redesign your website. For example, is it easy to learn about your services and pricing, or (gasp!) reach out and contact you?

6.  Have you made social media part of your website design?

Get customers and prospects to “like”, “tweet”, and otherwise share your website content with their social network. Put your business on Facebook, Twitter, and YouTube. Start a blog, and post reviews and testimonials. Bottom line: make it easy for everyone to “spread the word” about your business!

7.  How will you know if your website is getting results?

Create clear goals for your website and marketing efforts. Track and measure your progress. This is where having a good web anlytics software is critical. How many website visitors are you getting? Are they doing what you want them to? Do they ever come back? All intriguing questions for sure…

Start your website design efforts by first answering these questions. Then worry about the “look and feel” of your website. Do this and your website will have a better chance of generating the results you’re looking for. Otherwise, it’ll soon be time to work on your website design (again).

Want to learn more about this fun topic? Check out these posts:

Who are you targeting with your online advertising?

Let’s talk about SEO basics. You first…

Ready to grow your business with social media?

Without web analytics your website is flying blind

And don’t forget, we’re here to help… just give us a call at 888.330.3236.

Not every prospect is just like you… but it’s your job to predict what they need and when they’ll need it. Not to mention, figuring out how best to reach and influence them with your online advertising. So start putting in the hard work of seeing the world through their eyes… because online advertising success begins with knowing your target audience!

To better profile your target audience:

1. Think about why they buy… and why now. You need to understand your prospect’s purchasing behavior and answer the question: “what are their pain points?” Or said another way, what’s causing the desire for your product and what creates the urgency to buy now?

2. Describe your target customer in as much detail as possible. Create a demographic profile using age, gender, income level, etc. And find out where they live, since targeting your advertising geographically is an efficient and effective way to reach your prospects.

3. Understand what they like and don’t like. Psychographics tries to get at the lifestyles, attitudes, interests, and values of your target audience. It’s definitely worth considering since the Internet has so many great lifestyle and interest-based sites to advertise on.

4. Now determine where and how to reach them with your online advertising. What websites and blogs do they visit? What keywords do your prospects search on when looking for a solution (your service!) to their problems? Create an online advertising strategy based on the in-depth profile you’ve developed for your target audience.

Need more info about your target audience?

Just ask your customers… especially since they are also your best prospects for more business! And listen, listen, listen to what they tell you.

Review purchasing data and look for patterns. For example, where a customer lives gives insight into who they are, why they buy, and where best to advertise online to reach them.

Survey web site visitors. It’s easier than ever to survey using email and web-based forms so definitely give this a try. For example, check out SurveyMonkey to learn more.

Set up a blog or join a community where your customers and prospects hang out so you can hear their issues and create a dialogue (listen closely!)

Search the Internet for information on your industry and target audience. There are lots of sites and blogs out there about your target market. And many provide market data for free.

Conduct focus groups. Focus groups can provide hard to find insight into customer behavior… and they don’t have to be that expensive to do. Just get together with a bunch of customers and then let them do the talking!

And keep listening and learning. Your target audience will evolve…  so will your understanding of who they are and what drives their buying behavior.  So definitely treat listening and learning as an ongoing process.

Just remember, the more you know and understand about your target audience, the easier it’ll be to reach and engage them with your online advertising!