You want to attract people who are interested in what you have to offer. Knowing who your audience is and what they are looking for is critical. Your website needs to focus on a specific segment of people with a specific need. Many people try to make their website be too broad and be everything for everybody.

The truth is that if you build a website for everyone, it will attract no one.

Build your site to suit the taste of your ideal customer. Be very specific as you think about who they are. Not just their age, education and income. Think about what they like, what are their interests? What are they seeking? What makes them laugh or cry? What keeps them up at night thinking?

You do not just want to attract their interest. You want to engage them. You want their full attention so they are listening to what you have to offer. The motivation to buy is directly related to the specific problem, frustration or pain that your customer is experiencing.

This affects the color and look of your site. Should you use videos? Will they respond better to friendly informal writing style or a more businesslike and formal style? You will want to create content that will resonate with them.

You have the solution to their problem; you are a problem solving service. Since you truly understand their need; because they trust you… They take action.

They buy, they call, they sign-up or they download.

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