Do this one thing to ensure your website will appeal to your ideal clients
Oh hey look, it’s 2018!
What does that mean?
It means it’s pretty much a given that your business needs a website these days. So business owners of the world dutifully do some Googling to figure out what site building platform to use and which template to choose.
Woah, woah, woah! Pump the brakes there friend! You skipped a super important step!
Before choosing a site building platform or a template, or making your logo, or writing your copy, or anything else related to building your brand and site, there’s an important first step.
Are you guilty of skipping it?
Before we create anything for our business it’s important we get crystal clear on who we want to serve.
How are we supposed to appeal to our target customers if we don’t first take the time to get to know them?
Now I know you want to get to the fun stuff and jump into site building and logo designing, but I do want to let you know that, completing this step first is going to save you time in the long run.
“What colors should I use on my site? What fonts? What voice and communication style should I use? Is logo option one or logo option two better?”
Once we know our target customers, all of these questions will be answered, therefore helping you glide gracefully through analysis paralysis and quickly make informed decisions when building your brand and site.
You’ll also have full confidence that you’re making the right decisions, no more questioning yourself at every turn! (Worth it if you ask me.)
What happens if you skip this step? You run the risk that your brand and your website will not connect with your target customers, and you’re likely going to see disappointing sales and conversions. Not what we want for your new business, right?
Hopefully I’ve convinced you that this is a super important step to complete before you go any further with the site building thing!
Already built your site? There’s no time like the present to complete this exercise, go back to review your site and brand and tweak anything that doesn’t align with the results of this exercise.
Okie, let’s get to it!
We’re going to define the foundation of your business today by getting on bestie ‘we complete each others sentences’ terms with our ideal clients/customers.
I’m going to give you some prompts, you complete the answers, and bam! Ideal Client Avatar complete!
Ideal Client Avatar Exercise
Section 1: Personal Details
- Okay, first give that gal/guy a name.
- Then follow it up with their age.
- Okay now what city do they live in?
- What’s their living situation like? Are they single living the bachelor life in the city? Maybe in college with some roomies? Have they moved out to the suburbs with their significant other? Are they retired now? Do they have kids? Who are they living with and where?
- What’s their educational background? Did they finish high school and then went out into the real world right away? Maybe they went to college and had the bank of Mom and Dad pay for it? Or were they the college student with 2 part time jobs and yet they’re still going to be toting around student loans for years down the road?
- What about their professional details? What company do they work for? Do they like their job? Are they driven working up the corporate ladder? Did they throw the traditional life plan out the window and are living the laptop lifestyle while sipping on fresh coconuts? Are they just checking in from 9-5, but really their focus is on a side hustle?
- How much do they make? Are they happy with their salary? Are they just scraping by or living the good life with as much money in their account as they could ever need?
- Now get into their hobbies. What are they up to in their free time? Or are they a 60 hour work week type person so free time is not a thing for them?
- Are they religious, spiritual, maybe a bit woo-woo?
- What are their hopes and dreams for the future? What does their ideal life look like?
Section 2: What they like & why they like it
Alright, now we know their life pretty well and what they’re up to everyday, it’s about time we learn about the other businesses, people, and causes they love and follow. It’s important not just to note who they follow but also get into the why behind it! So for this part, definitely get deep into the ‘why’ behind all of their decisions.
- What brands are they wearing every day? What brands are aspirational for them that they’d love to buy from? Why do they like these brands? What about these brands attracts them?
- What are they watching? The Kardashians, or tuning into every Presidential debate? Do they binge on bad reality TV or documentaries? Or are they all ‘no screens in ma’ house, I don’t watch TV!’? Why? Why do they watch these things? What about them do they like?
- Moving on over to social media, who are they following online and why? Fav bloggers? What social media channels are they on, which do they hate? Which did they just never understand and jump on the bandwagon for? Why do they follow those certain accounts on social media? Why are they on one social platform, but not another?
- Are they hopping the globe every couple months, or do they not own a passport?
- Are they reading magazines? Or are they just checking them out online these days? Which magazines? What do they like about the magazines they are reading? Why do they read them?
Section 3: Feelings
Okie, now we want to get to understand what’s going on on the inside.
- What emotions are running through them? What are their fears and worries? What stresses them on the daily?
- What aspects of their life are they unhappy with?
Section 4: Your client & your business
And lastly, moving on over to what your business does.
- Does your business offer something that solves a pain point or does your business offer something that is a luxury product/service?
- When it comes to the thing you offer, what’s important to them? Are they on the ‘save the environment’ train so they want it to be eco-friendly? Maybe they recently read an article about how many chemicals are in their products, so the most important thing to them is chemical-free? They’re passionate for animals and therefore they won’t buy anything tested on animals? Or does all of that not matter? Are they shopping based on price point? Or are they willing to pay more for exceptional service or a fast turn around? What’s most important to them when deciding between your business and another which offers something similar? Or does the business not really matter to them, are they shopping based purely on the product? Are they shopping for the jeans that make their butt look best and they couldn’t care less about anything else? Or are they just buying something to own an item from the brand?
- What are their fears or hesitations about buying? What do they need to know before deciding on the purchase?
- What information or service or feature would make your product/service a simple yes? What can you do to calm their fears and help them make a confident decision?
- If your business solves a problem, what are they worried will happen if they don’t solve this problem? Where will they be a couple months or a year from now if they don’t take the leap and buy?
Now, how does this all tie back to your website?
From section 1: Write directly to your person on your site. Take whatever aspect of your ideal client thats important and related to your business, and write like you ‘know’ them on your site. Targeting women? Don’t say ‘hey guys’ on your site. Targeting people in a certain city? Speak their language, use their slang. ‘Y’all’ and ’eh!’ comes to mind.
From section 2: If you’re struggling with the style and look of your brand and site, it’s a good idea to get to pinning on Pinterest a board full of the stuff your ideal client already likes and follows. Start noting down similarities. This should help guide you when starting to create your own mood board and color palette. (Haven’t made one of those yet? This video will help!)
From section 3: Also take the info you’ve gathered from section 2 and use it on the copy of your site to speak to your ideal people.
From section 4: Take their fears & hesitations, what’s important to them and what they need to know before buying and pop that info into your FAQ. You could also put details about what’s included, the process of buying or anything else they’re unsure of in it’s own section on your home or sales pages, make a little ‘explainer’ area to cover any details that are super important they need to know before deciding to buy.
There we have it, you’re all done! You’ve completed an exercise called an ‘ideal client avatar’ and now you my friend have permission to pass go and get to defining your brand and building your site.