Hi, my name is Elise and I’m with TinyFrog Technologies, and today I want to talk about how you can appeal to multiple audience types on your website. If your business targets different types of people, you want to make sure that you’re recognizing this and formatting your website to appeal to each type in order to create a positive user experience for everyone.
Before you start to do that though, you want to make sure that you have a really clear definition of the types of clients you’re working with. There’s a few ways that you can do this and create that separation between client types.
First of all, ask yourself what the events are that are leading them to your website. Were they referred to you? Are they just searching online? Or are they familiar with you because they’ve already interacted and they’re just looking for some additional information?
From there, you can start to understand the types of key questions, concerns, pain points, and goals that these people have once they land on your website. Are they looking for education, do they want to understand your background a little bit more, or are they ready to take the next step and they just want to get on a call or schedule something with you right away?
Another thing that can help you understand your different types of clients is to know how much knowledge they have about your industry before they land on your website. This is really important because you want to make sure that you’re only using language on your website that your visitors are going to understand. So, if they’re an average person that’s not super familiar with your industry, you don’t want to overcrowd your content with technical language that they’re not going to fully understand.
Now that you know how your different types of visitors are classified, you can actually start to break down your website to help guide them down the right path for them. You can do this by adding buttons into the hero section of your home page such as “services for individuals” or “services for businesses” right up at the top. You can follow a similar approach but instead of using buttons, you can actually restructure the topline navigation of your website to divide your services by clients instead of by the actual service name.
This is a really great approach because it guides people down a path where they only have to see information that’s applicable to them and their situation. It also shows people right off the bat the types of people that you work with, which can help make a cleaner transition and ensure that no one’s visiting your website who might not be the right fit to work with you.
If you want to get into some more detail outside of the actual navigation of your website, there are a few options to categorize your visitors as well. You can create a “who we serve” section on your home page or a separate page entirely to lay out some of the different client criteria that you look for when working with somebody.
If you want to take that idea a step further and get even more specific, you can share client case studies or success stories. These are a way to share a particular story about how you’ve helped a client overcome a certain problem in the past and the solutions that you provided to reach success with them. This is a really great way to illustrate what experience you bring to the table and it can encourage people who relate to those case studies to feel comfortable reaching out to you.
If you are looking for some help to implement some of these different ideas and you want to navigate all of your different audiences on your website with a professional, feel free to reach out to us and we’re happy to work through it with you.
