What the Target Audience Wants

Once the target audience is decided upon the next step is make a list of what that target audience will want. Here's some ideas of what a target audience might want:

• Professionalism
  When visiting a business, informational or resume web site people look for a professional appearance. Quality graphics and content in an organized, uncluttered arrangement give a professional appearance.
  
  
• A good web site design
  A good web site design does not have to have all the bells and whistles available. A simple clean design can be just as effective (if not more effective) as one that uses all the latest technologies available.
  
  
• Easy navigation
  A simple navigation system that is consistent throughout the whole site is easier for the visitor to learn. If the system is complicated or inconsistent the visitor will get lost within the site and may leave because they find it too hard to find what they are looking for.
  
  
• Fulfillment of their immediate needs
  If the content fulfils the immediate needs of the visitor then they are more likely to bookmark the site for future reference and/or refer others to the site.
  
  
• Trustworthy A site that displays all their contact information, privacy policy, return policy, terms of service etc. up front instills the feeling that this is a trustworthy site to deal with. Displaying logos of the Better Business Bureau, associations that the company is a member of and partnerships with well known companies also instill credibility.
  
  
• Demonstration of Capabilities
  Information on and reference to past and current projects and clients that shows what type of work the company/individual is capable of.
  
  

All of the above and consideration of the type of user (novice, expert or international) will dictate the type of content and marketing the web site will require.

Target Audience - Personal Sites

Building a personal site can have various purposes and target audiences. A personal web site can be for family and friends to keep in touch, share family history, display pictures from a recent event or generally keep up to date. A personal web site can also be a starting point for a business or career.

A personal web site is a great place to start to learn how to build a web site. You can experiment with different skills as you learn them.

Family and Friends Personal Web Site

A web site for family and friends still needs to consider the target audience. Some members of the group may not have fancy computer equipment, be internet savvy or have a quick internet connection.

The theme and structure for a family and friends web site can be more relaxed than a business or informational site. Clear navigation and consistency from page to page is still important.

Career Personal Web Site

A resume personal site can be very important when looking for a job or soliciting new clients. It should appear professional and contain all the information a potential employer or client might want to see.

Remember this audience is a group of busy people. You have to wow them with your skills but also not take up a lot of their time.

Hobby Personal Web Sites

A hobby personal web site could turn into a business some day so keeping it well structured and along the lines of a professional type of site from the beginning would be a good idea to save yourself work later.

Target Audience - Informational Web Sites

As with a business web site, the site must have good original content. This content must be useful and helpful to the visitor for them to bookmark/revisit the site.

What type of audience will your informational web site attract?

Visitors to these type of sites will be looking for specific information. A well organized and easily navigated site is especially important to this type of site. The visitor wants to find what they are looking for quickly.

Audience skill level will influence how your site is structured. If the audience is a computer/internet beginner they may not know how to search or navigate a web site efficiently but if the intended audience is a computer or internet savvy type then possibly a more complex site is in order.

New Visitors

How the intended audience finds the web site will determine the type of structure and content contained in the site. If marketed to experienced users of the information then they maybe looking for solutions to specific problems or the latest information available. If marketed to a newcomer to the information then possibly a more general theme of information is appropriate.

• Product Information Web Site
  The visitor is considering purchasing your product and needs more detailed information. Possibly, product specifications, cleaning instructions, user manuals, or any other product information one might need.
• Skills Building Web Site
  What skill level is the web site going to focus on? Is it appropriate to divide the site into different skill levels?
  
  Including theory with working examples and screenshots maybe be the direction to go depending on the type of skill you are teaching.

Attract Repeat Visitors

What features do you look for in a web site that make you want to bookmark the web site for future reference?

New Content is important for any site. Continually adding new information will give visitors and search engine spiders a reason to revisit the web site.

Message and discussion boards would be a feature to consider.

Newsletters can provide notices of new features and content to existing visitors.

Resources Section containing links to further reading, references used within the site, product sources and referenced/suggested software.

Target Audience - Business Web Sites

What type of audience does your business web site need to attract, keep and service?

Existing Clients

You have existing clients so what type of information might an existing client be looking for? Existing clients would need:

• Product Information
  They have purchased a product and need more detailed information. Possibly, product specifications, cleaning instructions, user manuals, or any other product information one might need.
  
  
• Service Information
  The product requires repair and they need information on how to get it serviced. Do they send it back to you? Do you have authorized service depots? If the product uses something basic, say a light bulb, what are the specifications of the user replaceable parts?
  
  
• Order Verification
  They have placed an order with your company and are wondering when/if it was shipped. What is your standard shipping time? How can they verify shipment date? If shipped and has not arrived how do they have you track it?
  
  
• To place new orders
  An existing customer wishes to place another order. How are you going to keep track of existing customers so they can reorder easily? Will each customer have an account number? an Id number?
  
  

Keeping customers happy is very important, especially when they are returning customers.

Potential Customers

Any new visitor to your site is a potential customer. When looking at potential customers as a target audience the following needs to be considered:

• How will potential customers get to the site?
  What means of advertising is best suited for your potential customers? Word of mouth? Submitting the site to search engines? Hard copy advertising in a local or national medium?
  
  Will they be internet savvy?
  
  Like existing customers, potential customers are going to need product information, specifications, service information and an easy system to order.
  
  
• Why should they buy your product?
  What makes your product different from all the rest? Price point? Features? Ease of use?

When you visit a business web site, what features do you look for? Put yourself in your potential customer's shoes.

Investors

If your business is looking for investors they are going to look for financial information. If you have press releases or have been in the press at all they are going to want to know and read these. Make it easy for them. Include links to your own press releases and featured articles on other sites.

Your Staff

Your staff needs to up to date with the latest information. This can be accomplished through the use of an Intranet or a secure portion of your web site.

The sales team would need information on new products and pricing, price changes, policy changes and sales incentives.

What other features might your staff need? Extended health information? Holiday policy? A way to make suggestions for improvement?

Whether your business is small or a large corporation, customers and staff are an important part of your success. Making information readily available and easily accessible is important to any business.

Target Audience

What type of audience does your business web site need to attract, keep and service?

• Target Audience - Business Web Sites
  What type of audience does your business web site need to attract, keep and service?
  
  
• Target Audience - Informational Web Sites
  What type of audience will your informational web site attract? Visitors to these type of sites will be looking for specific information.
  
  
• Target Audience - Personal Sites
  Building a personal site can have various purposes and target audiences. A personal web site can be for family and friends to keep in touch, share family history, display pictures from a recent event or generally keep up to date. A personal web site can also be a starting point for a business or career.
  
  
• What the Target Audience Wants
  Once the target audience is decided upon the next step is make a list of what that target audience will want.
  
  

Once the target audience and their needs are selected the next step is to consider the website technologies are required to meet the requirements of the target audience.

Purpose and Goals of Site

Why are you building a web site?

Before actually building a web site you need to look at the purpose of building the site and goals you wish to acheive.

Site Purpose

Define the purpose of building the web site. The purpose of the web site is to:

• Build Revenue Build revenues for your new/existing business or
• Share Information Share corporate or educational information or
• Share Opinions Share opinions on a subjet or
• Share Personal Interests Share personal interests with family and friends

All Web Sites

All web sites need:

• to focus on their target audience.
• to have only features necessary to convey information and communicate with their target audience.
• easy, clear navigation systems

Business Web Sites

Business web sites need to look at their market.

• Size of Market  Is the size of the market local, regional or worldwide?
• Niche Market  What niche does the fit into?

Once the market has been determined the web site content can be developed to convey appropriate product information.

Informational and Opinion Web Sites

Informational web sites can be corporate intranets or educational sites. Opinion web sites can be politically themed or your opinion on a particular subject. These type of sites need to:

• contain informative content.
• be easily navigated.
• have pages that are not too long.

Personal Web Sites

Personal web sites (as in for your family and friends) have a more open structure and may contain more fun items like photo galleries. A personal web site still has to consider it's audience. Grandma, although you have got her using the internet, may not quite understand all the ins and outs of surfing. All she may want to do is look at the pictures of her grandkids.

Web Site Goals

When planning a website consider what are the goals of the project. Goals can be divided into 2 categories:

• Immediate Goals What are the immediate (short term) goals of the project? Increase sales for the upcoming holiday? Promote a new product?
• Long Term Goals What are the long term goals of the project? Increase sales for the year? Achieve universal marketing plan?

Once you have set some goals, prioritize them then work on achieving 2 or 3 at a time.

Website Planning

Index of Website Planning Posts

The posts listed in this section relate to the Planning Stage of building a website.

Website Planning Overview

When you decide to have a website for your business or personal interest there are a number of things you have to consider before you start actually building your website. Website planning has various steps.

Purpose and Goals of Site

Before actually building a web site you need to look at the purpose of building the site and goals you wish to acheive.

Target Audience

What type of audience does your business web site need to attract, keep and service?

Website Technologies

Now that you have determined your target audience the next step in the development of a website is to assess the website technologies available and which are suitable for your target audience.

Webspace Hosting

Website planning also includes considering the webspace hosting that will be required for the website. This stage of website planning would look at webspace hosting packages available, webspace features required and available with each hosting package and a look at what webspace traffic is expected.

Website Planning Overview

When you decide to have a website for your business or personal interest there are a number of things you have to consider before you start actually building your website. Website planning has various steps. Continued

Website Checklist Overview

As the weeks go by I will add articles and references related to building a website. The main subject areas will be:

1. Planning your website
2. Building your website
3. Publishing your website
4. Maintaining your website