Designing For Your Target Audience


Perform Your Research

Just before you start a website, among the initial factors you need to take into consideration is the customer characteristics (in some cases additionally described as ‘consumer personalities’ or ‘advertising identities’) for your business.

Designing a site for everyone will lead to attracting and converting no-one


Realising your customer characteristics is the outcome of cutting your target audience right down into specific groups of people.

These individuals are fictitious depictions of your perfect clients, based upon genuine information regarding customer demographics as well as their online actions, in addition to educated assumptions concerning their individual pasts, inspirations, and also problems.

A website should directly address the specific needs of each customer characteristics. Doing so will provide answers to individual customer objectives and define what’s in it for them clearer.

All of this will lead to a more successful website.

Moving forward.

If you have not already done so, now is the time to spend recognising the various customer characteristics of your business. Depending upon your market and target audience, your business could have 1 or 2 variations, or up to and possibly exceed 20!

Take into consideration the following when developing your customer characteristics:


  • Sector by Demographics: Begin creating characters by investigating your existing client base to recognise one of the standout customers for your solutions, products and services. You might have numerous or varying kinds of customers, so detail every one with a thorough description, consisting of name, work title or sector, job specific roles, as well as market details.
  • What details are they normally browsing for? What styles are affecting their business or individual success? What kind of details do they usually tend to search online? Which of your items do they invest the most time investigating? Exactly how do they utilise those items?
  • Identify behavioural characteristics: What are their buying patterns online? I.e. are they spontaneous buyers? Are they actively involved in social media? What factors influence them to make purchasing decisions?
  • What keyword phrases are they searching for? Understanding exactly what keywords individuals are utilising to locate the product or service whilst they search online (Keyword research). This is particularly important for Search Engine Optimisation(SEO) and Search Engine Marketing (SEM). Ask yourself whether the website is optimised in the direction of business, people, and so on, then be sure to optimise for keywords based upon the solutions you provide.



Investing the time to clearly recognise your customer personalities is well worth it, as this info will certainly become handy as you develop material to sustain your initiatives in various other advertising and marketing networks such as social media sites, e-mail advertising, and also lead generation.


Website Content

Potential customers are browsing your website for some objective, whether to discover information, buy a product or service, and so on.

While the design, colour palate and also performance of the site are essential; the right content is what they’re actually searching for.

Below are some questions you should ask yourself concerning the content assumptions of your target audience:


  • What are customers looking for when they land on your site? Websites for companies, individuals as well as information media all have extremely different objectives. Individuals come to each kind of website looking to do something particular. Knowing what people are looking for will give you the ability to prioritise and emphasise the content that is most suitable.
  • What reason/s should my customers come back? Creating an effective and profitable site means you have actually persuaded individuals that it’s worth their time (and/or cash) to revisit your website once again in the future. The Life Time Value (LTV) of your customers will exponentially increase once they have returned once, twice or more times over
  • What would they want to see on the homepage? It’s constantly hard to prioritise exactly what info ought to be viewed on the homepage, but asking yourself what would your customer want to see can open up ideas and thought processes to make those decisions. Keep in mind though, just what the objective of your site is, and what individuals are coming to your website for.



A website strategy that takes care of the specific requirements of each specific characteristic will make the response to “Exactly what’s in it for me?” more clear as well as a lot more tailored to your customers.


Visual Design Fundamentals

After you have compiled all your details and your confident you comprehend your website’s objective and audience, then it’s time to do your creating.

Design Fundamentals

Due to the fact you’re creating with higher objectives does not indicate you neglect any of your principles. You have to continuously integrate all the concepts of design and layout to ensure that you make an efficient website

When designing, you have to recognise as well as bear in mind your target audience and their capacity to read and comprehend your content.

Leveraging the design of flyers, leaflets and other media can allow you to use creative design as inspiration that will appeal to your target audience.

Websites that are designed with the audience in mind, tend to have optimal analytical metrics.

These will include low bounce rates, high session times, high number of pages per visit and high conversion rates.

Below there a six basic principles that will optimise your website to be aesthetically pleasing, easy to read and comprehend, engage your audience and convert them to customers.

Follow These Six Basic Design Principles

User Experience

Great web design consistently satisfies the demands of the customer. Are your web site visitors searching for information and facts, amusement, some type of connection, or to buy from your business? Every page of your site should have a crystal clear objective, and to satisfy a particular need for your customers in the best effective way possible.

Visual Hierarchy

In short, visual hierarchy refers to the arrangement or placement or visual elements in a particular way that emphasises its importance.

For instance, we are trained to read from left to right starting at the top. So using this knowledge it important to begin your page design with this in mind.

Consider these principles below of visual hierarchy to help your audience receive a better reading experience:


  • Content scanning patterns. Data from eye tracking visualisation studies show that website visitors will often read webpages in an F- shaped pattern. Two horizontal lines followed by a vertical line distinctly represent this. Utilising this research, you should ensure your important content is placed on the left and make use of bolded sub headings, bullet points and eye-catching information
  • Whilst the F pattern is consistent amongst text pages, readers will often scan ads or website home pages in a Z pattern.
  • A visitor will scan from left to right at the top of the page, then move diagonally down to the bottom left, before preceding along the bottom again form left to right.
  • Home pages and lead capture pages should be designed in a manner that utilise this pattern. Considerable consideration should be given to the call to action and how to get your visitor to scan your page and end up on it.




In web design, size consideration matters. To attract the eye of your visitor, placing big, bold images or items of text on a page can move them to a position you require. For instance thinking about your call to action again, a landing page that uses large bold text in the centre will draw the attention first. Prioritising the size of your text or images can have a big impact on how visitors navigate throughout your website


Used in conjunction with size, clever use of colour can be one of the easiest ways to differentiate text and images on a page and draw the attention of your visitor. We are visually obsessed with contrast and our eyes will automatically focus on elements that stand out. Consider using contrasting colours against surrounding objects and backgrounds.


Communication and typefaces are elements that also provide a superior user experience. We are limited with our time, so people are looking for relevant information, products or services quickly and efficiently. It’s important to communicate to your audience clearly and set out your information so it is easy to read and understand. As mentioned previously in visual hierarchy, effective strategies are to use main headlines, sub headlines, bullet points and to keep sentences and paragraphs short. No more than 3 sentences per paragraph.
It is standard practice to use San Serif Fonts like Arial and Verdana, as they are easy to read whilst maintaining a stylish look. Ideal fonts sizes for body copy are 16px. Don’t overcomplicate your content with numerous sized text. Keep a streamlined look with a maximum of 3 different sizes.

Mobile Responsive Layout

Today it is now common to browse websites on mobile devices. These devices all have different sizes screens, so it is important to consider if your website should be mobile responsive. A responsive website simply means your website will automatically adjust to fit the different sized screen widths. Website themes have responsive layouts built into them, especially if your using the WordPress CMS

These are merely the essentials to make certain that you have the fundamentals in place. You should be able to create a functional and appealing website by following them.


Some Handy Tips To Design Pages For Your Customer Characteristics

Now that you have got a clear understanding of the different customer personalities associated with your business and the design fundamentals to implement, you can begin to customise your website experience to suit the interests of your various customer characteristics.

Develop a Custom-made Page for Each Characteristic

One fantastic choice you have is to produce a personalised page for each of your purchaser personalities. Developing these pages will permit you to showcase targeted video, messaging, and language material, in addition to supply helpful resources connected to targeted material, item pages and so on that appeal to that specific section or purchaser personality.

Tailor Person Calls-to-Action (CTAs) to Each Personality

CTA’s are simply a message for your customer to take action with. For example an “Add To Cart” button is a CTA asking your visitor to take action by purchasing something from your website. CTA’s a more commonly utilised with subscription based actions. To enhance your website design for list building purposes, adding a CTA to help visitors subscribe can then position you to engage with email marketing or email follow up sequences. Develop call-to-action buttons that associate with your customer-targeted offers, and include them on the pages of your website that are devoted to those associated characteristics.

Think About including Select your very own Adventure-Style CTA’s on Your Homepage

Think about featuring links on your homepage or in your site’s navigation that permit visitors to self-select who they are to get the most pertinent material and internet site experience possible. This removes any concern of exactly what the website visitor ought to do next off, and it allows you to more quickly navigate your visitors and expose them to specific and relevant material on your internet site, providing you more control over their actions. For instance, an eCommerce store may provide products to both men and women. By providing a link to each gender category on the homepage, will provide an efficient way for your visitor to navigate in his or her own adventure style.

Now you have designed your website that will attract your target audience and potentially convert them to customers, you are ready to search available domains, register a suitable domain and host your site.

 Next: Registering Your Domain & Hosting >>

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