Writing for the WebPosted by Jason Hawkins / May 24, 2006
This is not rocket science, however, so many web sites miss the boat completely in terms of delivering the right message to the right audience. It’s easy, just to follow a few simple principles and the results will speak for themselves.
1. Identify your target audience
No business can be everything to everyone, and if they say they are, then they are dreaming. So choose a market that your products and services match and serve that niché well.
2. Deliver a clear message to that target audience
From our experience, you need write very focused messages to your chosen market. As a very simple example, if you want your prospects to call you, have your phone number in a very prominent position on every page, not just on the ‘contact us’ page.
3. Provide clear information pathways for your target audience
Group together blocks of information on your site to serve that audience, even if you have to deliver the same information to several places on the web site, at least the user won’t get lost as they move around and investigate your service or product offering.
So the rules of the game have changed. ‘Our Service’ and ‘Our Product’ pages are OUT! Look at smarter ways to delivery a cleaner message to your target market. Chris has written another article about this topic in more detail – please read for more discussion.