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Does your website cater for your clients?

Understanding your audience and creating content specifically for them is one of the best ways to encourage traffic to your website and build brand loyalty. Creating focused content could help you turn those website views into leads and sales. However, there are many groups you’ll need to sort your customer base into to find out what your main demographic is. You might think that your time could be better spent in other areas, rather than profiling your customers. However, how will you ever spot the current trends among your target market and then take the necessary steps to alter your website to satisfy this demand if you neglect this task? Here are some ways you can profile your customers and the benefits of doing so.

Look at your CRM system

Your CRM system can provide you with some invaluable data trends that can help you modify the design and layout of your website. All the key information you need will be at your fingertips, including the ages of your customers, the kind of products they bought, their behaviour while on your website and how much they spent. These datasets could allow you to build up detailed customer profiles which will then help to influence the type of content that goes on your website in the future. Analysing the behaviour of your customers will also help you see which parts of your site are underperforming, and this could suggest that those pages that are performing poorly are not relevant to your target demographic.

Is your content relevant?

Effective research and profiling will help you create website content that appeals directly to the user. Great copy is one of the best ways of drawing your customers in and sustaining their interest, but you can only achieve this if you understand what their problems are, why they are visiting your site and the tone of voice they will respond to the best. Every customer group will respond differently.  These thought processes will enable you to create content that feels as though you are communicating directly with your clients and offering genuine solutions to their problems.

Have you thought about user journeys?

Analysing how your customers interact with your website through the use of a programme like Google’s In-Page Analytics can give you an idea of what your target market is looking at and searching for – allowing you to create tailored content that will push them to the next stage of the buying process. For example, if you notice that the majority of your website views come from customers who are searching for and reading your recruitment blog, then you could create more recruitment posts to drive their interest in your brand further. On-page analytics will also give you an idea of where your clients are falling off of your website – allowing you to go back and make changes to your navigation system to try and make it easier for your customers to find what they are looking for. However, if you’re struggling to create an engaging navigation system, then maybe it’s time to let the web design team at Outlines Design step in. We can create a targeted website for you that will increase your inbound traffic and help you turn those views into leads.

Segmenting your audience into profiles is not a straightforward process, and there are many categories you need to try and analyse, including age, sex, religious beliefs, social class, etc. The needs and preferences of your customers will change frequently, so it’s important that you keep checking your CRM and other classification tools on a regular basis to analyse any patterns that are developing among your demographic. This technique will allow you to keep on top of current trends and allow you to adapt your content and design strategy before your customers become less engaged with your brand.

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Jack

January 2, 2017
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