So many times when I talk to business owners I am told that their website should target “everyone”. This is not easy to do! Trying to please all your visitors with the same website is likely to create a mixed muddle of messages that do not really work for any single group. As with all marketing your website needs to be targeted. Look closely at some of the marketing campaigns of the larger companies and you will see they will break down their target market into groups and target each individually (think Aviva ads on the telly – broken down by region!)
With a website you only get a few moments to explain what you do and who you do it for. So be brave, include a prominent section on your website which describes your ideal client. This will not only filter out those visitors who are not well suited to your products and services but will really reinforce your message to the right kind of client.
For many the fear would be that they could be putting off potential customers. The flip side is that you will waste less time trying to convert unsuitable prospects into paying clients.
The great thing about a website is that you can try it and see. If you have an update system then simply update your website and test out the new changes for 4-6 weeks. If it works then you can build on it!
