You can have the most impressive website in your industry, with the most cutting edge functionality, design and content but if it’s not a match for your audience then it just won’t work and achieve your online goals.
Matching your website to your audience really isn’t that complex; you just need to follow three important steps:
- Identify your audience
Determine exactly who your target audience is but go beyond simple demographics like age, geographical location, language and gender. Dig deeper and find out how they make purchasing decisions, how they talk, what they engage with, how the surf the Internet and use websites.
- Tailor your interface to suit your target audience
Ensure that now you know your audience and what they want that you deliver it to them on your website. Your interface elements such as typography, navigation, CTAs, fonts, imagery all need to work together and be in line with your audience’s expectations and requirements.
For example:
If your target audience is older people you might tailor your interface to include the following elements:
- A simple layout and basic navigation
- Larger sized text and easy to read font
- You might use more bold to highlight important words or phrases
- Maximise the use of images to tell your brand story
- Older people might be inclined to read more text so ensure your website has it
- Choose colours that appeal to older people such as greens and blues
- Limit the use of animation
Alternatively, if your target audience is younger and more tech savvy then your website should probably include more videos, gifs or animations, more complex navigation, and/or less text and more white space. Colours, layout and typography could be more on-trend too.
- Don’t self-sabotage
Allow your website design to guide your design process; they are skilled at matching audiences and website design (as well as being on top of the latest website design trends). Don’t self-sabotage your website by insisting on elements that you like. Remember that your website must be designed and developed with your target audience in mind, not your personal preferences.
For more information on matching website designs and your audience contact the team at Website Design Centre today.
