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How to make a success of your website Part 3 - Understanding Your Customer

How to make a success of your website Part 3 - Understanding Your Customer
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Trevor Spink - Eonic by Trevor Spink - Eonic
Managing Partner - Eonic

21 Sep 2017

Sounds simple, but getting a better understanding of who your ideal customer is can help tailor how you present your service on your website by using language they know and terms they understand.  Our website development expert, Trevor Spink of Eonic, shares his thoughts on how to identify exactly who your website needs to appeal to.

Now let me be clear: we are talking your ideal customer (singular), not a range of customers or a customer sector.  Creating a website that addresses your ideal customer is about being as specific as possible.

A dog won’t catch a rabbit by chasing two rabbits at the same time

What you need to know about your ideal customer

Pick an individual who is your perfect customer.  You then need to understand key things about them; exactly what you need to understand will be shaped by whether you are a B2B or B2C business.  I’m going to guide you through the thought process from the B2B perspective, but you can easily adapt this if your company is consumer facing.

Let’s say our ideal customer is Chris, the MD of XYZ Engineering

  • What business sector are XYZ Engineering in?
  • Where are they located? 
  • How much do they turnover?
  • How many staff do they have?
  • Do they have a budget for the service you supply?
  • Who makes the purchasing decision?
  • What gender is the decision maker?
  • How old are they?
  • What income level are they?
  • What is their family situation?
  • What are their business priorities?
  • What are their personal priorities?
  • What are their major problems?
  • How does your service solve these problems?
  • Where do they hang out?
  • What method of communication is right for them?
  • What trade bodies are they a member of?
  • What shows and events do they go to?
  • What hobbies might they have?
  • What TV shows do they watch?
  • What social media do they use?

The more detail you have, the easier it is to inform any decision back to what would be right for Chris.

Getting inside your ideal customer’s head

If you’re lucky, you already have some ideal customers among your existing client base.  Try taking them out for lunch and find out as much you can about their personal preferences and business challenges and ambitions.

If you haven’t already won any of your ideal clients, you could consider offering your service for a discount to customers who match your target to enable you to learn from their experience and tailor your product – and your website – to them.  Alternatively, pick someone you know who is close to this profile, such as a friend, and ask them whether you can ask them some questions that will help  your business planning.  You might also want to approach someone who can mentor you about targeting Chris and people like them. 

Creating a website for your ideal customer

Whichever route you go down, produce a detailed report with everything you learn about your ideal customer.  Share this with your web design team, and your sales and marketing team; make sure everyone uses this document as a frame of reference for making better decisions.

Don’t forget you are building your website for Chris, not for you, so keep asking yourself:

“What would Chris want?”

If you have more than one target market, do a customer profile for each market.

Once you have fully understood your customer, you will learn how to target them specifically in all your marketing – including your website.

In his fourth CapitalSpace expert guide, Trevor will explain how to examine your competitors in more detail.  If you have any questions about how to start a successful web project, you can contact Trevor Spink at trevor@eonic.co.uk or 01892 534044.

Read Trevor’s other blogs on how to build a successful website:

Part 1 – Where to start

Part 2 – How to plan your website project

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