In part four of our series on how to build a better business based website, we discussed the importance of speaking conversationally to customers using short sentences that are easy to read and understand. Today, we’ll continue on the same subject by discussing the importance of writing to specific customers and limiting your target audience to those who are most likely to convert into paying customers. It’s all about the demographics, baby!
What are demographics? They’re anything that makes your customers unique: age, ethnicity, hobby, favorite color, etc. Obviously most demographics won’t mean anything, but there are a few that you might research right away.
A website for Socal Injury lawyers might specialize in car accidents, which is why they would want to ask “who gets in the most car accidents?” before building their website. For example, teens and seniors are most at risk — and anyone else who is newly licensed. But men also tend to get themselves in car accidents at a far greater rate than women! What does this mean for your website?
Well, it provides you with options, which is the way you should look at it. Do you focus on teenagers? Do you focus on seniors? Do you try to grab both sets of drivers? Obviously, the way you approach conversation with a teenager is far different than the way you would approach conversation with an adult. That means the tone you take in your content might change as well, dependent on which demographic you target. And what about the choice between men and women? Well, you can probably get away with attacking both genders — but it’s still a choice you need to make depending on the needs of the firm.
Providing content based on demographics is a process that should evolve as you build your website. What you thought might work when you first started might not be what actually works. There are two approaches you can take to narrowing down the focus: first, you can routinely check your own website’s traffic. Systems like Google Analytics will provide you with a great deal of information on the demographics most invested in your website. As you learn more about them, you should begin to target them more efficiently by introducing content they like.
Second, you can spy on your competitors. Let’s face it: no matter how much research you do on your own, you’ll never have all the answers when you first build a website. That’s why you need to check out what competitors are doing and whether or not it’s working. You might feel compelled to change something big, and that’s okay — but the general rule of thumb is don’t fix what ain’t broken.
Spying on your competitors’ traffic isn’t always easy, but there are two ways to do this. You can go online and search for traffic information the old-fashioned way, or you can assume that a popular, successful website is doing everything the right way — and nail down its targeted demographic by sifting through its content. If they’re already doing what you want to do, then you’ll know who they cater to and why.