Your website doesn’t need to cater to everybody — and that’s OK

If you’re planning a website for your business, it’s tempting to make it as attractive as possible – you want all home page visitors to feel welcome and the website to be built specifically for this purpose.


No one under the sun will buy your product. Instead, businesses should design their website with the goal in mind.

As an entrepreneur, you should already know who your audience is. You’ve probably already checked the sales, customer base, and demographics of the people who visit your website and social media platforms. For example, an air conditioning company focuses on homeowners, not tenants. And if women in their 20s visit your website to buy clothes or if men in their 50s seek legal advice, these are the people you need to create a digital message and identity for.

There are no problems with profiling your audience when creating and updating your website and digital publications.

This includes not only the colors and theme you choose but also your choice of words. Your law firm is made up of a group of qualified attorneys, but depending on the public and region, potential clients may be looking for a ‘lawyer’, not a ‘lawyer’. The same goes for labeling yourself an “accident attorney” versus an “accident attorney”. Or, if you sell auto insurance, you can be more successful by changing the language of your website to “auto insurance”.

A great example of purposeful website design is the design we developed for a client of ours working in the local market, especially window design. We made the point of focus clear from the first moment a visitor entered your site. From the color palette to the navigation elements, visitors will see shutters, blinds, and curtains in all images and content on the site. Most of his clients are women, so the design fits an aesthetic that usually caters to this target audience. Think white space, teal details, and sans serif fonts for a modern look.

Another aspect to consider when building your website is not just who your audience is, but why it’s there – the user’s purpose. Don’t give (and you shouldn’t!) Give the same weight to the entire catalog of products and services. Focus on why most of your customers are visiting you.

For example, there are many reasons why someone should see a chiropractor, but in any office, there are likely to be a large number of patients coming for similar treatment. One of us is a chiropractor who specializes in a unique therapeutic approach. Just look at their website and it is clear that most of their patients are going to them for nerve pain treatment. On the homepage, they give visitors the hope to relieve nerve pain, especially complex regional pain syndrome, Ehlers-Danlos syndrome, and fibromyalgia. The site is calm, very large, and easy to navigate on a variety of topics. Most of the patients are women, which is reflected in the photos and videos shown. Each resource for creating this website has its ultimate audience and needs in mind.

On the other hand, a different chiropractor visits a completely different audience. The patient database consists of people who have been in a car accident and are seeking treatment for their injuries. These people are not looking for routine maintenance and are unlikely to recover. The knowledge was used to build the site around information on whiplash, fractures, sciatica, and local pain. Most images show male customers. As your business grows and develops, so should your website and digital presence. Never think of your website and digital presence as something complete, but in development. As you get to know your customer base, structured AB testing features, words, and images can help you identify the type of item that best suits your primary audience. Ultimately, you will see the benefits, as long as your target audience is ahead and can influence business behavior

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