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11
Who Do I Want to Visit My Website?
In the introduction we pointed out the fact that the person who you
most
want to find
your website is the person who is searching for your website! And of course this is
true. But now let’s dig a little deeper and describe your ideal audience so that you can
help them make their way to you.
Who is the target audience for your website? Surely it will include potential
clients/customers. But don’t forget that it may also include members of the press,
employees at your own company, current and past customers seeking support, even
potential investors nosing about for the inside scoop!
Using your Goals Worksheet, describe your target audience with as much detail as
possible: professional status, technical vs. nontechnical (this will affect how they search or
even which engines they use), age, workplace vs. home users, geographic locality.
Knowing your target audience(s) will help you make important decisions—such
as
keyword
choices, directory site submittals, and budget for
paid listings
—when you
start your SEO campaign.
Jason at Babyfuzzkin says,
“Our target audience is parents of infants and small chil-
dren, with a great sense of style and plenty of surplus income. They are probably fairly
technically savvy, maybe a little short on time because of the kids—that’s why they’re
shopping online. Also, a lot of our customers are grandparents, buying the clothes as
gifts. Some parents don’t want to spend as much on clothes they know are just going to
get covered in oatmeal and grass stains! And the grandparents, they are a lot less savvy
with the Internet. They use it from home, maybe with a slow connection, and they’re
located nationwide.”
Elizabeth at ElderPets describes her target audience as
“Caregivers or relatives of the
elderly or infirm—they’re usually the ones who contact us about our services. Our vol-
unteers range from high school students hoping to beef up their college applications to
retirees who don’t have much money but want to do something worthwhile with their
time. And then there’s our donors, who can be all over the map in terms of age and
income and their status as individual, family, or business. The one thing that ties them
together is that they love animals.”
Jason’s and Elizabeth’s goals and corresponding target audiences are shown in
Tables 1.5 and 1.6.
Tab le 1.5
Babyfuzzkin Goals and Corresponding Target Audiences
Goals
Target Audience
Primary goal Sell clothes directly to Primary Audience: Parents of small children
consumers online
Secondary Audience: Grandparents and friends
Additional goal Brick-and-mortar contracts Primary Audience: Buyers working for retailers
c01. 7:56 11


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