You can’t please all of the people…

…all of the time! Everyone has their own tastes and that includes your dream clients. Let’s talk about a tailored approach for your website – and the difference it makes to your online results.

In the vast landscape of the internet, it’s easy to fall into the trap of trying to appeal to everyone. However, the truth remains – no website is all things to all people. A scattergun approach might seem enticing, promising broader reach, but the reality is that it often leads to smaller results. At FAT Promotions, our approach begins with assisting clients in figuring out who they want to work with, before anything else begins.

Why? Well, we know attempting to cater to a broad audience may initially appear to boost visibility – but this can come back to bite you. A lack of specificity dilutes your message, resulting in less impact and lower conversion rates – nobody will read your message if they don’t relate or even understand that it’s meant for them. These are the limitations of a one-size-fits-all approach, and the reason we apply our targeted strategy.

You see, tailoring websites to a specific audience not only enhances user experience but also fosters deeper engagement – and that leads to sales. A targeted approach allows for customisation that resonates with the intended audience, leading to more meaningful interactions with those dream clients you long to work with.

It’s all about THEM, not you…

Before diving into the design process, it’s essential we define and understand the ideal client profile, including demographics, interests, and behaviours which all play a vital role. This foundational step sets the stage for a website that speaks directly to the audience it aims to serve and directly influences design decisions. From colour schemes to content layout, every element is curated with the identified audience in mind. The result is a website that not only looks appealing but also addresses the specific needs and preferences of the target demographic.

This also helps build connection through content – the bridge between a website and its visitors. Aligning content with your dream client profile creates a journey they enjoy, building trust in your brand and telling a story that the audience can relate to, fostering a sense of connection and understanding.

But I don’t have visitor statistics?

Great! Although hard data is a powerful ally and can enhance accuracy to reach “more of the same”, we go beyond that. Who do you want to work with next? Client profiles are not static entities. They evolve with changes in market trends and customer behaviour – PLUS your business today is not the business you started, so your clients probably aren’t the same either. Acknowledging this dynamic nature is crucial for maintaining relevance and adaptability in an ever-shifting digital landscape and keeping your name ahead of the game.

We saw this in action with the website we recently created for a growing accountancy firm who had recently acquired another firm and were suffering with a disconnected message and a non-specific client profile. Rather than attempt to dictate the direction for the new site, our collaborative approach meant the client’s perspective was invaluable. By involving them in the process, we not only ensured that the profile accurately reflects their target audience, but the website itself reflects their vision and goals, fostering a stronger partnership and building brand trust in the process. CLICK HERE for my article on brand values.

In the online world, precision triumphs over randomness. A clear client profile serves as the compass, guiding your business towards bigger impact and success. Our Strategy-First approach means we emphasise the importance of a targeted focus, so that every website we create is tailored to connect with the precise audience you want to reach, on a profound level.

Get started today by downloading your free chapter of my best-selling book Website Mastery for Business Owners who Don’t Speak Tech – which will walk you through the first steps on this journey. Let’s travel together.

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