Identifying the audience for your business is one of the crucial aspects that can affect your business promotion. Having a good understanding of your audience will prove as one of your greatest assets as your design would make them feel that they have landed into the correct place and will make them respond and reach out to you which is the goal of your website.
As this is one of the vital points which will help the designers make all the design related decisions that will go into making a website, the designer has to step out of his role and put himself in the shoes of a marketer and consider seeking answers to all such questions that will help him design the website from the perspective of the audience. The focus must be laid on helping the customers communicate with the website so that it successfully conveys the necessary information to them.
Researching on customer insight helps in determining their behaviour, approach, persona and choices. First and foremost you have to find out who are your customers and their behavioural aspects. If you are clueless about whom you are creating the design, you are putting your work at stake and only wishing yourself luck. It is absolutely necessary that you do a proper research before you make a plan to design your website.
Demographic Information – Your audience may include a wide spectrum of people of various communities and demographic locations and hence their choices may not be alike but you have to know them and strike a balance to create the design in such a way that it envelops them all in a smart way which in turn would help make your website more successful.
Content Information – One very important aspect of your strategy would be to understand the purpose why visitors are coming to your website. Along with the look and feel of the website which comprises of the structure, colours, fonts, images etc. it is also imperative to know what people are most often looking for in your website. As a designer it will help you to know which content you should emphasize, how would you structure the information etc. The success of a website is when visitors return to your website and therefore there should be some element in your website that would have them coming back to your website.
Technical Information – Viewing experience is yet again a very essential part for your audience. Your website should fit into the most common screen resolutions used by your visitors. Certain fraction of your audience would use Firefox, and certain others would use Chrome or Internet Explorer. Hence as website designer you should bear all these aspects in mind. Also with other handheld devices like smartphone or tablets, the fact that it needs to be responsive is indispensable.
Once you have a good understanding of who you would be appealing to, next you would need to put these elements together in designing a website that would ultimately be for your audience. This would help your company achieve greater success, increased engagement and better retention.
Before you start your next website design, make a conscious decision to determine your audience. By keeping your target audience in mind you will make better decisions about the look and feel of your website and deliver your client with results they deserve.