Secrets to Serving Your Target Market through Web Design

Tuesday, 10 September 2019  |  Posted in: Articles  |  4min read

While visually appealing web design can leave a positive impression about your business and services, this is only the starting point of your visitor’s journey.

The key to serving your target market through web design starts with understanding the purpose of their visit, and how you can fulfil it.

To do this requires insights that can tell you more about these audiences and their specific behaviours. Armed with this knowledge and analysis, ‘secrets’ can be unlocked that will help to serve your audience’s needs and create experiences that help them to achieve their goals.


Help your users to achieve their goals

In most cases, your users come to your website already with a goal in mind. Therefore, the better your web design serves these users to complete this goal, the better their experience will be and the more likely this will result in the action necessary for business engagement.

To find out what your users want to achieve on your site, there are a number of questions to consider.  Some common examples of these questions include:

  • What tasks are they trying to get done, and why?
  • How are they currently doing this?
  • Could this experience be improved, and how?
  • What additional information will they need to accomplish the task?

As part of the process, consider the context your consumers use your website in. From this point, you can identify the unique problems they are facing and gain a deeper understanding of what they are trying to achieve.



Don’t overwhelm your visitors with too many options

Unfortunately, websites over time have a habit of becoming cluttered with too much information. While you might want to let your users know about all the products and services you have on offer, doing so may unknowing create distractions, and even barriers for your visitors to take action.

By giving your users too many options without clear navigation or structure, they can become confused and overwhelmed very quickly. Not only does this create a negative website experience, it may lead to your audience searching elsewhere for an alternative solution.

To counter this, consider what content is most relevant to your users and helps them complete the task they came for. Then, prioritise this content as the information to put in front of them, along with a meaningful call to action. While this takes some disciple, when it comes to website design, taking a ‘less is more’ approach usually works best.


The 3 click rule in web design

As a general rule of thumb, 3 clicks should be all it takes for your users to complete their goal.

This includes performing all the required actions to reach the information or online service they are after, such as contacting your call centre, requesting a quote, or scheduling an appointment.

The 3 step rule aims to make it as easy as possible for your users to find what they’re looking for and complete their goals. The greater the convenience, the more likely it is that your visitors will engage with your business online.


Use web design that feels right to them

Every business wants a unique website that helps them stand out from their competition. But your target market also expects you to meet their expectations about your industry and services.

Striking the balance between showcasing your unique brand qualities, yet remaining familiar enough so you do not represent a risk to your target audience, is the key to success. So, be fresh, bold and different enough to stand out, but also make sure to tailor your website design theme and content language to be highly relatable. This will make your website ‘feel right’ to your intended users and reinforce your trustworthiness and credibility.


Designing for the user journey

One of most effective methods of designing experiences that ‘feel right’ to your website visitors is creating User Maps and Flows.

Using this process helps to answer all of these questions about your user needs and more. This involves mapping out the desired user journeys of your website, ensuring their goals have been considered and can be completed on any path the user may choose. User Maps and Flows help to direct your web design approach and provide you with the platform to engage with and serve the needs of your audiences.

The Digital Embassy | Adelaide Web Design

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