Audience first: your website isn’t about you

Chris Esh


The best way to turn your website visitors into clients is by focusing your website on them and their needs, rather than the needs of your business. This article will help you reframe your website content to speak to your target audience and get more clients.

Your Audience Doesn’t Care About You

Too many business websites fail because they are all about the needs of the business owner. They want to showcase their expertise and get visitors to purchase their product or service. They proudly display their testimonials and try to get new email list subscribers or social media follows. They do what they feel is important to them as a business.

Visitors arrive at these sites, glance around for a few seconds and then click, hit the back button. The problem: your potential clients are looking for somebody that can meet their needs, not trying to help you meet yours.

What Can You Do for Them?

While many business owners think they’re giving clients what they want, in reality, they’re turning people off. Simply positioning yourself as the best in your local market isn’t enough—potential clients only care whether you’re the best for them.

So put down your metaphorical megaphone, and start talking to individual visitors. Use these five steps to reframe your website’s content to begin engaging your visitors and converting new clients:

1. Identify your ideal client

If you haven’t already, you need to identify your ideal clients. Don’t focus your business on attracting anybody and everybody; rather, be the big fish in the small pond. The more specific your audience, the easier it will be to speak directly to their needs.

2. What problem do they need you to solve?

What is the problem that clients are looking to you to solve? What burden can you remove from them? Go deeper than the surface-level need. If you’re a home inspector, for example, your clients are looking for assurance that their new house isn’t a disaster waiting to happen. They’re looking to you for confidence and peace of mind amidst a highly-stressful process.

3. What do they need from your website?

Identify the top 3-5 reasons somebody would visit your website. What information are they looking for? What do they need to be able to do? They might want to find your rates, schedule an appointment, or find resources on a specific topic.

4. Step in their shoes

Put yourself in the shoes of your ideal client and visit your website as if it’s the first time you’ve seen it (or even better, ask a friend or family member to do this for you). Does the home page text engage you? Does it inspire you and/or calm your fears? Then try to accomplish each of the client goals you identified in Step 3. All of these goals should be achievable within one click from the home page.

5. Make changes

If your website isn’t optimized to serve the needs of your ideal clients, then start making changes. You probably don’t need to start from scratch. Often tweaking a few sentences or switching up your navigation menu can make a significant difference. Cut out the fluff that gets in the way of potential clients getting the information they’re seeking.

Everybody Wins

Ultimately, your needs as a business owner are closely linked to the needs of your clients. When you focus on their needs first, your needs are often met as a result—but that doesn’t work in reverse. The difference might seem subtle, but it will make a world of difference to your client.

Focusing on client needs first will position you as an authority in your field, rather than a business person struggling to make a sale.


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