Is your website working? Does your target audience find your website online? Does your website have a goal or a call to action? Could your website be improved when it comes to the clarity of it’s marketing message? Does someone know what you do and who it is for within 3 seconds?
Lets talk about website design and lets start at the beginning. Who is your target audience? Who is your website for? Do you have more than one target audience? Who are the people that you are trying to connect with? What do they want and how can you connect with them? You need to know who your target audience is, before you can create the message of your website and frame the message with the appropriate flavored and descriptive pieces.
Who are you and what do you do for your visitor? How do you want to be perceived by your audience?
You may notice that many questions are being asked. This is because marketing is about you and your audience and how you connect with your target audience and what you want your target audience to do and how you want to connect with your target audience.
When designing marketing materials, it is important to work through questions like this each and every time. Even if you are working on the same idea with the same audience again and again, you need to find a way to improve your message by working through the basics of marketing, to continuously improve your understanding of your audience and how to connect with them to get them to take the appropriate response.
What do you want your target audience to do? Do you want them to buy something, sign up for something, fill out a form or call you? Many organizations will choose one of these responses, but you could also want you visitor to be persuaded, encouraged or informed.
So how do you convey this message quickly? You convey it in a short and well worded 7 word statement, which could be less than 7 words as you improve it. This statement of what you do and who it is for is a challenge to write. You may rewrite it again and again. This statement should connect with your audience on a personal level and should tell your visitor who you are and what you can do for them.
This marketing message is important to apply to a website and is important to convey through the images, videos and content of your site. Everything on your website’s homepage should support and compliment this 7 word statement.
Jacob Barr is the owner and CEO of iRapture.com.
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