Digital Marketing Blog
Holy Webs 101: Digital Marketing Blog
By Travis Whatley
Defining Your Website's Purpose and Target Audience
Identify Your Business Goals
Before you can define your website’s purpose, it’s important to know what your business goals are. Do you want to increase sales, generate leads, provide information, or something else entirely? Once you have a clear idea of your business goals, you can start to think about how your website can help you achieve them. Not surprisingly, my business goals are to help you reach your business goals! That’s why all the information on our website is heavily focused on helping small business owners like you with their website, social media, and search engine optimization. Thats what we do everyday here at “Holy Webs”.
Here are some examples of different business goals that your website might have:
- Increase Sales: If your primary business goal is to increase sales, your website can be optimized to drive conversions. You can create a product catalog, add a shopping cart, and integrate secure payment options to make it easy for customers to purchase your products online.
- Generate Leads: If your goal is to generate leads, your website can be designed to capture lead information. (See Example) You can create a landing page that offers a free download or trial in exchange for contact information, or add a contact form to every page of your website to encourage visitors to reach out.
- Provide Information: If your goal is to provide information, your website can be used to educate your audience on your products, services, and industry. You can create a blog to share insights and best practices, or add an FAQ section to answer common questions.
- Build Brand Awareness: If your goal is to build brand awareness, your website can be designed to showcase your brand identity and values. You can create a visually appealing homepage with high-quality images and videos, and add social media buttons to encourage visitors to follow and engage with your brand on social media.
- Support Customers: If your goal is to support customers, your website can be used to offer customer service and support. You can create a knowledge base with articles and videos that address common issues, or add a chatbot that can answer questions and guide customers to solutions.
That is just a small sample to get you started, but you get the idea. The key here is to define your business goals first, and then design your website to support those goals. We talk with a lot of business owners who have done the opposite. If this is the case, don’t worry; however, we recommend that you schedule a call with a professional to help you clarify your goals before proceeding with the development of your business website. Holy Webs would be happy to help! “Book A Clarity Call” with Holy Webs
Research Your Target Audience
Once you’ve nailed down your website’s purpose it’s time to align it with the needs and interests of your target audience. In order to do this you’ll need to research your target audience, including their demographic information, interests, and online behavior. This will help you create content and design your website in a way that resonates with your future customers.
One example of identifying a target audience is shown by Databox, which suggests that a SaaS product that helps IT professionals manage file-sharing across mobile devices would target IT Directors with 10+ years of experience working in IT at enterprise firms, earning $100k+ salary, most likely married men with 2+ kids who spend downtime on Reddit and Twitter. (This sounds a lot like me; the Reddit and Twitter part) lol
Another example comes from Neil Patel, who suggests that a target audience could be women aged 20-30, living in Los Angeles, with a bachelor’s degree, a monthly income of $4,000 – $6,000, and passionate about fashion and decor.
Additionally, Miro offers an example of how to target customers who prefer board games developed by independent creators by using psychographic data. They also provide an awesome “Target Audience Template” that can aid you in your research.
By using research and examples such as these, you can better identify your audience and tailor your website’s content and design to meet their needs and interests, which can lead to increased engagement and conversions. After all, what good is a business website that’s not designed to be used by your business’s customers.
Define Your Unique Value Proposition
Your website should communicate your unique value proposition – what sets you apart from your competitors. Think about what makes your products or services unique, and how you can communicate that to your target audience. Our competitive advantage at Holy Webs lies in our status as “Charleston’s Local Digital Agency”. This distinguishes us from our competitors who don’t find value in meeting their clients face-to-face. Therefore don’t see a need to be local to the area.
Defining your ideal customer is an essential step in creating a targeted marketing strategy that resonates with your target audience. By doing so, you can create a customer persona that represents your target audience’s interests, lifestyle, and needs. Here are some factors to consider when defining your ideal customer:
- Demographics: Consider demographic factors such as age, gender, location, income, education level, and occupation. This will help you understand your target audience’s characteristics and tailor your marketing messages accordingly.
- Psychographics: Consider psychographic factors such as values, interests, attitudes, and personality traits. This will help you understand your target audience’s motivations and create marketing messages that resonate with them.
- Pain points: Consider the pain points or challenges that your target audience faces. This will help you create marketing messages that address their needs and offer solutions to their problems.
- Buying behavior: Consider your target audience’s buying behavior, such as their preferred channels, purchasing habits, and decision-making process. This will help you create marketing messages that are targeted and effective.
- Competition: Consider your competition and how your products or services differentiate from theirs. This will help you understand your unique value proposition and create marketing messages that highlight your unique selling points.
Once you define your ideal customer, you’ll be able to refine your website and the marketing for your business, giving you an advantage over your competitors.
Determine The Main Functions of Your Website
What are the main functions of your website? Will it be an e-commerce site, a blog, a lead generation tool, or something else entirely? Whatever they are you need to make sure they align with your business goals and target audience.
The primary purpose of any website is to provide information and engage with customers. Depending on the business goals, the website could serve as an e-commerce site to sell products, a blog to share insights and best practices, or a lead generation tool to capture contact information for potential customers.
- An e-commerce site is ideal for businesses that want to sell products online. A well-designed e-commerce website should be user-friendly, have a clear product catalog, and provide secure payment options. It should also have a simple and easy-to-use shopping cart for customers to complete their purchase.
- A blog is perfect for businesses that want to share their expertise and knowledge with their target audience. A blog can help establish a business as a thought leader in its industry, and it can provide valuable information to potential customers. The content should be relevant, engaging, and informative, and it should be updated regularly. Thank you for reading our blog!
- A lead generation tool is essential for businesses that want to capture contact information for potential customers. The website should have a clear call-to-action that encourages visitors to share their contact information in exchange for something of value, such as a free trial or download. The website should also have a contact form on every page to make it easy for visitors to get in touch.
Assuming that your business website has the necessary features to achieve its objectives, a well-executed website will be instrumental in converting visitors into customers, ultimately leading to the success of your business. If you’re unsure your business website has the necessary features to achieve your objectives feel free to “Book A Clarity Call” with Holy Webs even if it’s just to double check!
By following these steps, you can identify your target audience and create a website that resonates with them. Remember, the more you understand your audience, the more effective your website will be in achieving your business goals. If you need or help or would just like an expert opinion Holy Webs is here to help! “Book A Clarity Call” with Holy Webs
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