Websites are all about communication. A website is the way that you as a business or organization present yourself to the online world.

Your brand and values are all wrapped up in the way that the website is presented, but before all of that can come together in an effective way, it’s important to first identify your target audience.

The big question in designing and then marketing a website is: who exactly are you communicating with?

What kinds of people are interested in the services you offer, the products you sell, or the group you represent?

Pinpointing demographics is a large part of putting this puzzle together. Attributes such as age, gender, income, occupation, education, and family statistics all play a role in who may be interested in what you offer.

If you can focus on one or two of these as your main audience attributes, and then begin targeting site design and marketing towards them, that would be a realistic goal and the most effective course of action. Other attributes should not be ignored, but it would be challenging and less effective to actively consider all of the many demographical traits.

Once your target audience is identified, the best course of action is determine what they like, what they enjoy, what they purchase, and how you as a business can tailor your message to them. By identifying a specific audience, you are not purposefully excluding anyone. Rather, keep the mindset that by targeting your marketing to reach these people–who will have the most influence and impact–others will follow.

Keep in mind that you may use various web elements differently depending on your audience. This is important for a web designer to keep in mind. Perhaps it’s important to your people to have lots of captivating images, or maybe too many photographs of content would detract from your message. Does your audience prefer simplicity or complexity? Learning the best way to talk to your audience will lead to the greatest results since your message will seem inviting and right to them.

Regarding content and blogging, it’s equally important to base the information you share on your blog or social media outlets on these demographics. Post what your audience is interested in. Learn what they like and what they maybe don’t really like. By creating open communication and a social relationship with your audience, you can build a strong following. This following will hopefully convert to customers or clients.

So before you get wrapped up in creating a stunning aesthetic design that is on track to blow the competition away, determine your target audience and cater to their preferences. Absolutely make your website easy on the eye, but tweak your brand and what you present to reflect your audience.

Remember, the best way to make an impact in your market is to become its ideal.

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