We do web design in Sydney, so of course we’re going to talk a lot about design and development. But we’re always going to do it from a perspective of helping, just like today’s blog on refining audience.
Humans and corporations like to think our products and services float the boats of a lot of people. And a lot of the time, they do. But that doesn’t mean every single person. As Seth Godin famously said “A product for everyone is a product for no one.”
The same is true of websites. You don’t need someone in web design in Sydney to tell you that though. Every time you browse the web, you will know what you do and don’t connect with.
Yet when it comes to business, sometimes we can get a bit blind.
You may think that the reason why you’re not getting everyone in your city or interested in your product joining up is a lack of a universal approach to web. You may think you are missing out on some awesome opportunities through catering to a specific set of people.
Yet expanding your reach and range is different to being something for everyone. To attract the right kind of customers to your website or organisation, you need to speak to them. You have to foster a connection.
So today, we’re taking our experience of doing web design in Sydney and we’re going to talk about why your website should definitely be a beacon to a select group of people.
Digging into your repositories of information
The first building block of any successful website is know who your audience is. And the best way to know who your audience comes from research.
Research is an important part of the process. You can gain insights from a variety of different sources. Some of the common places Webcoda like to check for research data are:
- Google analytics and other online analytics suites that measure search performance
- eCommerce trends such as sales, subscriptions, repeat sales patterns and more
- Social media analytics
- Customer service centre data such as call and instant chat logs, IVR or PABX data and customer relationship management software entries
- Market trends and insights as well as additional market research
- Focus group testing, user acceptance tests and eye-tracking
- Data you may have about your customers from an overseas HQ or your own campaign data that you think is relevant
- Anecdotal evidence from your teams and team members
Then we add what we know about web design in Sydney in relation to adoption, trends, the online communities and the people you aim to service to the mix.
When you start looking under the hood, you can often find that many of the ways you service your customers in a call centre or through a sales cycle for example can be rich in data. It’s a matter of gathering these insights and working out what is useful.
Adding the research to personas
Everyone who is anyone working in web design in Sydney on large scale projects talks about personas. But what does that mean to you as an organisation needing a new website?
Personas are the wonderful drawings and archetypes used to define the customers you attract to your product or service. Using the data you acquire during research mode, you can begin to see trends in your customers.
The great thing about personas are they are scientifically based but add dimensions such as psychology, marketing, predictive analysis, creative thought, critical thinking and a wee bit of fun. That makes them a lot more like the humans that we know and love are behind the customer!
With building personas, we may name them and give a full account of age, location, interests, employment status, likes and dislikes, personality traits, media consumption, ideals and also the best ways to reach them via marketing.
This process allows us to refine the website and cater to a person on a richer, deeper level. The reason being, we take into account the kind of design experience they expect, the copy and language that would attract, the content delivery systems, whether disability may play a part in their use of the website and how they will navigate the website on the whole. It also gives us a unique ability to uncover the crucial distribution channels and marketing required to attract them in the first place.
Personas help you spot moments where a customer may find it difficult to continue on with a purchase or donation. They also help you cater to things such as English as a second language, technophobia and more.
By identifying who you are building your website for, you can build a website the person will use.
Invigorating a loyal following
There’s a bit of a blind spot in web design in Sydney where the developers and creators don’t often see the benefits in persona building and research in the marketing team’s hands. The other benefit to focusing in on your customer base is that you can tailor your web presence and online marketing to suit. By going through the process of researching and identifying your audience for the website build, you can now apply this to a multitude of helpful places. Ways you can use this information and understanding to enrich your customer experience include:
- The development of future information and features for your website
- Applying it to social media and selecting channels and content that will appeal
- Briefing customer service with areas where certain customers may experience difficulty, opportunities to upsell and creating uniform responses to frequently asked questions
- General marketing and media campaigns can be better targeted and with it, greater adoption rates with lower spends
- Moving customers through their cycle of discovery through to purchase and beyond
- Leveraging what you know about your customers to attract more of the same, giving them tools to invite their friends and so on
- Create resistance against your customers from being poached by competitors and/or the latest shiny idea on the market
If you listen intently to the research and the data, you can spot the moments where your customers may experience issues or get cold feet. You can also identify opportunities to create a stronger connection. By applying the data we create as part of the website development process, you can use it to help with future product development and catering to your customers needs in the present.
All of which helps build a stronger community that feels included in your organisation on a deeper level. You won’t get that if you haven’t honed in on who the audience is and are speaking their language.
Customisation and language
One of the things we often come across is the desire to remain corporate and use vernacular that reflects how the internal customer of a given organisation feels about the company. This can be to the detriment of how your external customers feel.
Let’s face it, the longer you are with a place or work in a particular industry, the more insider terms and buzzwords you pick up. Your customers are definitely not as exposed to that kind of formality or use of language or terms as the people using it each day.
It’s about stepping away from “what government should sound like” or “formal equals professional” and actually speaking to the real human beings you service. What you need to consider when speaking to your customers are:
- Age and peer group influences how we communicate- and how we feel about the ways in which people communicate to us. Knowing where the expectation is with language helps to ward off cynicism and disconnection
- Accessibility via disability and the role this may play. Long stretches of big words in blocks of text aren’t going to translate well to people with visual impairments, learning difficulties, cognitive issues, trouble reading and more
- People hate reading long slabs of boring text with big words on screens. Shorter, snappier, broken down words present better for initial reading and recall
- Sounding smart and clever alienates people. If you spend the entire time explaining things in insider language with acronyms, big terms and really formal language, you risk making your customers feel stupid. Nobody likes to feel stupid
- English as a second language is an achievement, not an issue. There’s a fine line between making text and video easier to understand and making it borderline offensive through dumbing it down too much. Many people with ESL are quite smart, they simply need the translation to be accurate and on point. If you work in web design in Sydney, you have to build with ESL requirements in mind
- Autonomy and hope win every time. Opening the door to your customers being able to feel as though they are taking ownership of their role as your customer endears you to people. We all want to feel like we are a part of things and that through belonging, joy may follow. So even when speaking about tricky subjects or negative impacts, never forget that your customers are resilient, thoughtful and looking for hand to navigate your world
Be the beacon in a wild storm
By bringing the customers that matter to you closer to your website and marketing, you can foster that sense of community marketers often try to capture but fail to reach. The first step is through understanding your customers and defining their qualities and traits. The second step is through building a community and uniform marketing experience that affirms they are indeed in the right place. The final stage is about speaking their language, acknowledging their struggles and letting them be who they are.
Next, we’ll look at what you need to do to move from focusing in on your existing audience to adding to the ranks and/or shifting away from some of that group for another.
Want to work with a company that knows web design in Sydney and beyond? Want to build a website that stands for your customers as an island of hope and belonging? Call Webcoda now.