3) Where Will You Get Traffic From?

The next question to get clear on is your target audience.

Successful websites are built to serve specific target audiences. The more specific you are about who they are and why they are visiting, the more relevant and valuable you can be.



A good way to make sure you are clear on this is to start by naming each audience type — prospects, clients, recruits, etc. Create a description for each of these different audience types. Most websites serve at least two or three different types of visitors. Develop a profile of each visitor type (also known as client/audience persona).

Be as specific as you can with your answers:

  • What is their demographic profile? (age, gender, location, income,etc.)
  • What are they looking for on your website?
  • When are they most likely to visit your website?
  • What device are they likely to visit you on (a computer, phone or tablet)?
  • What do they hope to gain from visiting your site?
  • How will they make their decision to proceed?
  • What will they need from you to achieve their goals?
  • What would stop them from taking action?

Keep in mind your website is for them. Your needs are met when their needs are also met.

Understanding their needs and expectations is a foundational component in creating a great customer experience. For example, if you’re selling to a high-end audience, you need to look the part.

If you’re selling to engineers, they have a greater need for detailed information than most. These relevant points of entry are called landing pages. These are crucial in garnering higher rates of conversions, and lowering bounce rates (people exiting your site).