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Using Your Website To Target Your Ideal Customer

Recently, from a few different sources I have heard the advice  that one of the key pointers for a successful business is to target the right customer and here is a great article by Christina Giliberti that explains how to identify and target your ideal customer.

Christina’s article got me thinking, how can businesses target their ideal customer using their website? Here are some practical tips that you can use on your own website;

1. Target your ideal customer using search results

If you really know your ideal customer you will know what they search for on Google, not just when they are looking for your type of product or service but what other things they search for. If you know that your target customer visits certain other websites a lot then consider targeting these in your website optimisation and Google AdWords campaigns.

For example you might know that your ideal customer would browse the local authority website a lot as it has the information they need on a certain area. Is there any way that you can have your website show in search results for a search query for that website or the topis discussed on that website?

That website may still show number 1 for that search query but if you have done an optimised blog post or category in your blog about that site or topic then your website could show in search results further down the page and make a connection with your ideal customer.

2. Mention your ideal customer on your website

This might seem really obvious but many websites don’t mention their ideal customer. By mentioning I mean give them a label or a title and repeat that title in your website text, have it as a page heading and a link in your website navigation and include it as a category in your business blog. Not only will this help you in SEO terms but it will allow your ideal customer to see that your business is really about them as they are mentioned on your website.

That way when they arrive at your website they will say ‘yes I’m in the right place’.

It is important that you choose the correct wording for the title you give your target customer – is this title one that they would apply to themselves?

For example, if you sell wedding dresses then you should have a page called ‘Brides To Be’ as they are your target customer. This page could explain what you offer Brides To Be and why they should choose you over others which provide the same service.

3. Make Your website an online resource for your ideal customer

If you want your target customer to keep coming back to your website then you should make your website an online resource that they can use again and again. That way, although they may not use your business the first time they visit your site, but if they keep returning to your site then it is much more likely that they will eventually convert into a customer.

Get in the head of your ideal customer and figure out what type of online resource they might want. This could be a blog that has articles that would be of interest to your target customer, even if those articles are not directly associated with the product or service you offer, that is fine as long as it keeps the right customer coming back to your website.

Remember your website is not for you, it is for your customers.

4. Include case studies of other similar customers that used your product or service to great success.

If you have been successful in getting your ideal customer in the past and have done a good job for them then you should display this on your website. Once customers see what a good job you did for othersthey will want you to do the same for them.

Case studies and testimonials from previous or current customers are a great way to demonstrate your success with that customer type.

Even if you can’t include text case studies try to include photographs that show previous customers using and benefiting from your product or service. This concept also works in online stores which show reviews of products from other customers.

5. Branding, Branding, Branding

Your website should be visually branded to appeal to your target customer.

For example, if you are a hotel that is targeting the upper end of the market and is trying to appeal to customers that want luxury then your website could use very rich colours like golds and deep reds and the font in your logo and page headings will should probably be very elegant, whereas if you own a budget Bed and Breakfast then your website would use brighter colours and simple fonts that imply a clean but no frills experience.

Multiple customer types

If your business is targetting multiple customer types for different products or services that you offer, then you may need a different section of your website or separate microsites for each customer type.

A one size fits all approach won’t work when it somes to your website. In the same way that when applying for a job the candidate writes his CV specifically for the company he is applying to, your website also needs to be specifically written and targetted at your customer type.

Do you have any examples of how you target your ideal customer on your website? Share them here.


Social Media and Content Specialist at Sage Ireland. http://www.sage.ie

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Comments
  • Facundo

    Excellent advice Beatrice. My takeaway is “naming your client” and actually I’ve some homework to do… We have incorporated in our sales pitch that we work with “Communications and Marketing Departments”, but we need to make it more noticeable in our copy.

  • Great post Beatrice and fantastic pointers! I think people need to start looking at their website as a place to start and have conversations with customers. It’s also a great opportunity to provide insights into the people and culture that exits within a business or organisation. A website should give people a strong feel for the business – Niall

  • Oooo….thanks for the mention Beatrice! nYou know it always strikes me as strange, that people design a site without ever putting themselves in the shoes of their audience. An un-appealing website is un-targeted and un-structured – resulting in low hits, low internal search, low CTR and low conversions. nThe info you provide above is a real winner resource to assist with website planning. Know who your customer is, what they want to see (and how), then build your website around this. nnCase studies works at stage two because the best way of receiving business is via a referral. It also gives you a chance to discuss real-life winning examples.nnLiking the comment on simple font – fancy fonts and bold colours are great, if you know how to work with them. Keep the design in-line with your brand and simple….nnGreat, loved the read!!

  • Thanks Christina, it was your post that inspired me! As a website developer I think I need to encourage my customers to think a bit more about their customer before I work on a website with them. Sometimes it is just too easy to jump in and produce a site without putting the research and thought into the website goals and target customer. I will have to put some case studies on my own site and practcie what I preach!

  • Ethan Cleary

    Great post Beatrice, really resonated with me in particular point one “Target your ideal customer using search results”. From using Google Insights and the AdWords reporting tool I found that my demographic (Irish Farmers) were using keywords and terms that I had not even considered. Excellent advice

  • Thanks Ethan, Google Insights is another great tool that I don’t use often enough.

  • Great post Beatrice and I particularly like the way you gave great examples to demonstrate your points too.

  • Wonderful post Beatrice, lots of information there and much to ponder…. thank you

  • Anonymous

    Great post Beatrice. I guess the temptation for many people especially when they have a new idea is to talk about how wonderful it is. Thanks for the tip and reminder that it’s always important to bring it back to the eyesof the customer.

  • Welcome to Tweak Your Biz Mariia and a brilliant first post for us. I completely agree that creditors should never be avoided. Being an accountant and facing it from both sides on credit and debt control I know the worse things happen when hiding from the problems. I look forward to your next post for us.

  • really great advice and very well written
    must read it for useful information




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