How to Cater Your Site to Your Target Audience

Your target audience is the bread and butter of your revenue. When you hit that sweet spot of reaching the exact people your product or service can most help, conversions become easier and you wind up with satisfied customers. How can you cater your site to your target audience, though? 

Once you have an idea of the demographics of your target audience, such as gender and age, it’s much easier to research where they hang out and what their preferences are, so you can reach them on their level. For example, Statista recently reported 32.2% of Instagram users are between 25 and 34, and another 31% between 18 and 24. 

The colors, language and where you market will all vary, depending on the demographics of your audience. You’ll also delve into the psychology behind why people behave the way they do. Here are the best ways to revamp your site with your target audience in mind. 

How Do You Cater to Your Customers?

If you want to retain current customers and attract new ones, you must learn to meet their needs and expectations. You have to see what the competition does and go above and beyond. Do everything you can to stand out as unique, helpful and worth the expense. 

Here are the top ways of ensuring you’re catering to your target audience and building positive bridges between your brand and your customers. 

1. Know Their Pain Points

Start by asking what problems your average customers face. Once you understand the pain points driving them toward a solution, you can provide the answer. 

The pain points might be different for each of your buyer personas, so write out each segment of your audience and why they look for a business like yours in the first place. How can you immediately answer their concerns?

Stryve lists the common challenges their typical customers face in hiring workers, such as lack of time to recruit, finding the best candidate, keeping up with queries and filling multiple positions at once. You can then click on a call to action (CTA) button to find the solution. 

2. Understand Color Psychology

There is a psychology to how people respond to different colors. It varies based on geography, culture and even individual life experiences. Black might be seen as elegant and mature in some cultures and as bad luck in another.

Consider how different hues impact your users in general, but also survey them to find out their thoughts on the shades on your website and logo. Can you make any adjustments to better elicit the emotions you want your customers to experience?

3. Show Your Value

What is your unique value as a business? What do you bring to the table no one else does? Once you understand the benefits of doing business with you, you must also show the customer why they should choose you over every other option out there.

Knowing the language they use and what they care most about allows you to hone in on the pros they care about. For example, a professional working person might not care if you have the lowest prices, but they do care that you’ll complete the task without any additional work on their part. 

Health for California uses their call to action (CTA) to show users can get a free insurance quote. They also have a tag under the CTA that explains the benefits. It reads, “Lowest prices. Simple process.”

4. Educate Throughout the Process

Your customers go through a sales journey once they land on your page. Some might just be learning about your products, while others know and are ready to make a purchase. Knowing your audience and where they are in the buyer’s journey gives you the ability to cater your content to their needs.

Are they just learning or do they need a nudge to overcome some objections? Think through each segment of your audience and how you can meet their needs for where they are in the sales funnel. 

5. Grab Their Attention

What do your users care most about? Usually whatever solves their pain point is the key feature you should focus on while trying to capture their attention. Use tools such as text hierarchy, animation, pointing the way toward the things you want them to notice and adding videos to your site and social media to engage your audience.

The Loved Up Company sells date boxes to couples of all ages. One of their main segments is young twenty-somethings. With that in mind, they add some fun colors and graphics that age group might best relate to. Even the font is modern with a geometric edge. 

6. Conduct Market Research

When people are still just potential customers, you may need to do some general market research to figure out what they need. You can also pay attention to what your competitors offer. Who do they seem to target and how? 

You can also look at your current customer list and make a few assumptions about your typical clients. You can always tweak your campaigns as you learn more in-depth information about your audience. 

Ask for Feedback

Customers might not always approach you when they have a problem, but they’ll share their thoughts anonymously via a survey. Ask how you can better meet their needs and then strive to exceed those expectations.

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Eleanor is editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.