Make sure your web design matches your target audience
I've talked about creating a profile of your ideal visitor in a previous article on 'simple online surveys', so
I won't repeat the same ideas here. But the real task is to match your primary target audience to the style, tone
and presentation of your website.
What do I mean by that? Well, if you were selling to children, you want cool and funky, or a website for seniors
may be credible, relaxed with conservative colours or to sports men and women you could use sharp photography,
action and strong colours. Put yourself in your visitors shoes and use your imagination.
Credibility is an important issue especially if you are selling products online. Readers can be strongly influenced
by a professional, well designed site. And knowing who your readers are is critical when you decide on the tone,
pictures, headlines and content.
How are you going to make your point? If, it's controversial, you might want big bold headline questions that
provoke a response. You may want to educate your visitor, so the content is key, or you may want to entertain them
with cartoons or drawings.
So what else should you consider?
1) Make sure you have a demographic profile of your primary target audience, which, for example, could be football
fanatics, between the ages of 10 and 25.
2) What are your visitors opinions about your products or topic? What are their beliefs and behaviours? For
example, gym members usually want to look good in their skin and are actively involved in healthy persuits
3) What do your visitors already know about the subject? Are they experts or is this an opportunity to teach them.
Are you offering them a solution to their problem or aiming your site at beginners?
And, just as important, what is your profile? How would you describe your personality, demographics, attitudes and
experience? Are you a member of your target audience. It will help with your ability to communicate the right
message if you are.
For example, are you a cool dude, into gaming and surfing? If so, you'll understand your audience if you want to
sell them the latest gaming consoles, cheats and accessories on a funky, colourful, site with cartoon characters
and action video clips.
So, compose an identity statement of who you are and what you stand for. Then translate it into colours, tones,
typography and images. What kind of impression do you want to give? Big, subtle, refined, in-your-face? What is
your style? What music would you choose? What period in history does your site favour?
Above all, make sure you choose a look and feel that matches your audience and yourself.
Terry Dunn is a webmaster, writer, blogger, web designer and marketer. If you enjoyed reading this article visit
http://www.webdesignability.com where you will discover all the tools, tips, talent,
strategy, tutorials and site reviews you will ever need to help you design, build and promote your website.
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