Focus on Your Target Customers When Designing a Website
Websites are incredibly flexible and a great channel for many businesses to engage with customers. The more your website aligns with your brand and target customers, the better your results will be.
Some small business owners view building a website as another item on their checklist, right next to business cards. For them, having one suffices.
We view websites differently. For us, a website is a channel through which your brand engages with existing and prospective customers.
Besides a website, there are other channels too. Social media like Facebook, Instagram, TikTok, and Pinterest are great ways to connect with different customer segments. Printed flyers, postcards, or an ad in a newspaper can also work well to reach specific demographics.
But none of these channels offer the flexibility a website does. For interior designers, it can showcase their portfolio; for event managers, it can function as a portal to book new clients; for bloggers, it can store your entire content; and for retailers, it can serve as an online store. The possibilities are almost endless.
Define Your Brand First
For a website to be effective as a channel, it has to be consistent with your brand.
Use the same logo, icons, typefaces, color scheme, and photographic style. If you want to include videos on your site, they have to follow the same brand guidelines.
Designing a website is all about creatively but consistently applying your brand's visual and verbal design elements.
That's why I recommend defining your brand before working on your website or posting on social media. Because if you don't, your brand could be perceived as scattered and messy and not develop the strength it would otherwise have.
Appeal to Your Target Customers
Part of branding — the act of shaping your brand — is defining the customer segments your brand wants to appeal to.
In general, you want your brand, and by extension your website, to appeal to the person making the buying decision. But not always. It also depends on the type of products and services you are selling and who will use them. If your brand sells beauty products for women, your website's visual brand design elements will likely be more feminine, with pink or pastel color schemes and elegant typefaces.
On the other hand, interior designers creating spaces for men and women or different industries like restaurants and doctor offices may require a website that offers dedicated web pages for each design application under one coherent site structure.
Brand Coherence and Clear Customer Focus Will Elevate Your Brand
I know building a website quickly, being done with it, and getting this item off your checklist is tempting.
But it is a missed opportunity.
Instead, start with defining your brand. Then, when designing your website, focus on your target customers.
That way, you present your brand coherently across multiple channels while you appeal to your target customers through the same look and feel, whether they read your social media posts, see one of your newspaper ads, or visit your website. Over time this brand coherence and clear customer focus will elevate your brand and drive more business.
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