How to Define Website Goals and Audience to Increase Traffic
Have you visited a website whose contents you couldn’t tell whether its for you or not? In fact, the pages are ambiguous enough you couldn’t identify specifically to whom it’s for. There are many such websites on the internet. Owners of these websites simply failed to identify WHO their audiences are. And, once the website got visitors, it couldn’t properly guide them WHAT to do. If this happens to be the case with your website, figuring out exactly what goals you want to set and who your audiences will be can make the difference for an increased web traffic. Therefore, it is vital that you clearly define website goals and audiences to increase your web traffic.
Define WHO Your Audiences Are
It’s important to know your intended audience. Missing out on this one creates confusion about the appropriate information to give. Take this example:
Jimmy decided to make a website for his motel. He identifies his target audience as “any fellow who decides to stay.” In his site’s home page, are words flashed “The best accommodation at an affordable price!”
This motel is close, in location, to a very well known university in town and Jimmy thought, he could have a steady customer with university visitors from other states coming to check-in for the night. But there’s another fact Jimmy completely missed out. His motel resides in an area frequented by young party socialites. The website is now receiving to kinds of visitors – the party socialites and the university visitors.
But the problem is that, both visitors couldn’t relate to the site and are not very convinced whether the site could give them exactly what they’re looking. As a result, they only make initial inquiries and leave.
Realizing something’s wrong when the website isn’t getting enough traffic, Jimmy decided to take action and change his banner aiming at a more specific audience: “For travelers visiting the university.”
Jimmy further streamlined his web pages indicating more precisely, “Very Affordable Accommodation Only for University Visitors.”
He then added some photos and videos of his motel and the university near it and showed location map that give proper direction leading to his motel.
This time when the party goers bumped at Jimmy’s website, they can quickly tell it isn’t for them and decide to go someplace else. However, when the university visitors drop by Jimmy’s website, they can very much relate to it and decide it’s the perfect place for them to stay for the night on their visit to the university. Finally, Jimmy’s website can come to life, doubling web traffic with the right kind of visitors.
Defining precisely your target audience implies:
creating very precise sales copy
effectively filters unqualified visitors
targeted audience can easily come up with a decision
Guiding the Right Visitors WHAT to Do
A lot of websites have naive presentation – the result of not having to clearly define website goals and audience. The inquiry form and contact number are not even placed at the correct location, which is at the home page. Highlighting your website goals should reach far beyond just closing a deal and making sales. Below are a few ideas for website goals.
review testimony from satisfied customers
download information related to the website’s brand, like: brochures, catalogues, menus, whitepapers, etc.
email subscription (giving away incentives to encourage more subscriptions)
contact the website’s phone number
fill out a form (contact form, demo request, quote request, etc.)
whether website visitors will stick around for the next 3 minutes or so (a way to measure effective content)
inform visitors and persuade them to subscribe
get visitors to comment on articles posted
persuade visitors to follow the site’s social media account
If you are quick to define website goals and audience early on, website designers and developers will easily identify specific characteristics and features to incorporate at the beginning of website construction. For instance, to help visitors follow your website through social media, designers can provide social media access in your website. This can be a social media icon positioned at a favorable spot on your website home page.
To clearly define website goals and audiences is to help the designer of your website target accurately specific characteristics and features essential in directing more relevant traffic to your site and increase your conversion ratio. In this manner you can easily maneuver your success every step of the way.