The importance of designing a website for your target audience, NOT for you

Before you build or refresh the design of your business’s website, here’s something important you have to know (and something that, too often, people forget): your personal preference for website design doesn’t actually matter. At all.

Your website should be designed for your target market, not yourself. Ultimately there is one purpose a website serves and that is to bring your brand to users and to connect with your target audience.

Trust us; very, very rarely do we at Brilliant Digital find that business owners are also members of the target market they are looking to sell to.

So what does a great website actually look like? How do you know if it will resonate with your target market?

Years of experience have taught us there are three key elements that are necessary to produce an effective commercial website – good design, compelling storytelling and a great user experience.

Let’s take each of those in turn.

Happy African American Guy Using Laptop Computer Sitting In Chair

The best design captivates the target market

The core purpose of design is to communicate something to its intended audience.

On a company website, that includes your logo, your brand name, the colours, images and fonts. They all come together to tell a story: the story of why you’re worth being in business with.

Web design, like all design, is aimed at captivating a target market. The goal is to communicate to them who you are and what you do. And from there, convert them into actual qualified customers.

If your favourite colour is red, or green, that doesn’t mean those colours are the best for communicating a message to your target market. Again, the website – yes, the one about your business, that you are paying for – is not for you, it is for current and future customers.

Vintage typewriter' and pile of blank sheets

Authentic storytelling forges meaningful connections

Web users are getting more refined. The digital market is getting more competitive. Your audience can distinguish between insincere copywriting and genuine, authentic storytelling.

Telling a story allows customers to feel deeply connected to a brand.

So what kind of story should you tell? At its core it needs to be about you – who you are, what you do, what your business does. The more familiarity and trust a user feels with your brand, the more likely they are to convert to being qualified customers.

Content is still king. Why? Because Google loves content. Google is crawling your site 24/7 searching for valid and relevant content to give to its users. The more relevant and qualified content you have, the more likely Google is to send leads your way.

Colleagues doing website ux app development using sticky notes and hand written on white board

Optimise the user experience to convert

UX, or user experience, by definition is any interaction your customer has with a product or service. In this case, it’s your website.

UX can often be an arduous task for your marketing staff to master. The playbook is huge: nested menus, hyperlinks, font sizes, images, animations, Gutenberg blocks… the list is really endless.

And as Google releases more algorithms, the SEO standards improve and the market becomes more competitive. It’s a lot for a single person to try and keep up with.

Strong UX elevates your business offerings. It allows your business capabilities to shine. It communicates to the user that you understand what they want, and know what they need by giving them a positive and efficient experience on your website.

From experience, we know for a fact that the better the user experience on a site is, the more likely you are to successfully convert down the line.

Family smiling at the camera

Choose a partner who understands your needs

Do you need a digital marketing team to ensure your web design is optimised for your target market? In a word, yes.

At least you do if you want it to succeed and stand apart from your competitors’ offerings.

Digital marketing teams are full of skilled individuals with niche experience and levels of expertise across all the different areas of digital marketing and related specialties. At Brilliant Digital we have over a decade of experience delivering concrete results across a range of industries.

Contact us today to find out how we can help deliver the bespoke website design your target market will engage with, and that your business needs to grow.

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    Brilliant Digital has been amazing! They provided a very professional and high-quality service. They understand the niche areas to target when building websites, which has helped make our website a Ferrari with a strong engine, rather than something that looks good but doesn’t bring in the clients. Thank you, Brilliant Digital!

    Matthew Guy

    Accounting For Good has been working with BD since late 2018 – starting with a website refresh and snazzy update to our logo. They’ve curated a solid website with great SEO. I can write, but it’s easy to get distracted and forget to write your content, so outsourcing is such a great option. I *love* our BD content writer – it’s a real partnership. She understands our business and gets the tone I want so spot-on that I think she can actually read my mind.

    Kirsten Forrester
    Accounting For Good

    Brilliant Digital has helped me grow my family business. Once we developed a fully functioning, professional and productive website, we doubled our client base, and we continue to have consistent inquiries. We will definitely be continuing our professional relationship with Brilliant Digital and use their services for our future endeavours.

    Michael Rahn
    Power with Purpose

    Positive: Professionalism, quality, responsiveness

    Brilliant Digital has a wonderfully friendly, helpful and knowledgeable team and has been invaluable to my business.

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    Ian Donald Optometry

    Our business website was looking dated and needed a revamp, and we weren’t happy with our current website managers, so we shopped around and were immediately drawn to Brilliant Digital. We set up a meeting and a few weeks later had a great new website, and we’ve had great feedback from clients since about the new look. The website has no doubt drawn new customers to my business and I feel that it has been worth every cent spent.

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    My website has been critical to my success. It is literally the face of my business… it’s the shop window.

    I can’t recommend Brilliant Digital highly enough. It is the only company that has taken the time to gain a deep understanding of me, my business, what I want to achieve and where I want to go with it.

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    Step Up Group

    Our website was up and running in six weeks as promised. I couldn’t believe it, actually. Our first website was such a long, tortuous process.

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    Playoust Churcher

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    Janelle Dixon
    Facilities First

    We are a very busy medical practice that recently engaged Brilliant Digital to develop our website and online presence.

    Straight away we realised we had found someone with invaluable marketing experience, who explained in plain speaking the pitfalls and advantages of the online world.

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    Glebe Family Medical Practice

    When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy.

    Hugh Edmunds
    Edcon Steel