When designing a website, images, fonts, and color schemes are the first thing that comes to mind for most people. But there is another thing you have to consider when planning the design of your website: your target audience. Your website needs to be able to attract and keep their attention in order to give them the best, most accessible user experience, which will lead to increased traffic, returning visitors, and paying customers.
Know your target audience
You might know the types of people that are aware of your brand, products, or services, but knowing what they like, dislike, and what will grab their attention is essential. Conducting surveys is one of the best and easiest ways to do this.
You can incorporate surveys on your website, hand them out at your physical location, or send them to your newsletter/email subscribers. This allows you to get a grasp of what your consumers want and expect to see on your website. Surveys will lead you into the right direction for creating relevant and relatable content. Consider everything from location to age, gender, profession, religion, race, as well as lifestyles and hobbies when narrowing down your target markets.
Designing for your target audience
After knowing your target audience, you have to take specific design qualities into consideration. The layout and navigation, color scheme, typography, and content all need to be designed to the needs of the target audience.
Layout & Navigation
If you are designing for younger and middle-aged people, then you’d want to have a more complex, full-width layout that holds their attention. On the other end of the spectrum, when designing for people who are older, having simple and clean layouts with plenty of white space will make your website more accessible to them.
The color scheme you choose can make or break your website depending on who you are trying to target. If your website is targeted for more sophisticated clientele, then you would want to choose a more complex and visually appealing scheme. On the other hand, having simple and bright primary colors can be fine for children’s websites. Therefore, get to know the personality of your target audience because that will tell you what color scheme you need to pick. Ultimately, you want to choose colors that have to mean to your business or organization.
The typeface you choose to be displayed on your website will define what type of people you are attracting. Now, to be safe, a general, sans-serif font will always be acceptable on a website that is streamlined or modern. Once again though, knowing what your audience would want to feel when viewing your website can help when choosing a font.
How you place your text, images, graphics, and animations can also help your target audience. If your audience is younger and doesn’t mind the newer design methods and trends, then go for the latest and greatest methods. Sometimes too many images can be too distracting, or too much text can be overly boring. Knowing what works better for your target audience will help you know what will work the best.
What to take away
At the end of the day, you want to do what is best for your customers or your clients, so having your website designed in a way that benefits them is essential. If you can pinpoint the most effective way to appeal to your target audience, then you’ll have a successful website.