WhyWebsitesFail [#1]: The Audience is Poorly Defined and/or Served

If the content and design for your website fail to resonate with your target audience, it will not be very successful. Therefore, it is critically important that your designer and writer begin their work with a clear understanding of who you are targeting. And then, they must have the ability to “speak” their desired language. This way, your website will be less “self-centered”, and more “user-centered”, ensuring a greater return on your investment.

For example, your target audience may look something like this:

Upscale consumers in the U.S.:

• Gender: Female/Male;
• Age: 30 to 60;
• Income: $75,000+;
• Education: College Graduate or Higher.

To take this one step further, create a few “user personas“ with “use-case scenarios” for a more thorough understanding of how your target audience may actually use the website.

“WhyWebsitesFail” by Oddo Design, is a series of helpful tips intended to help entrepreneurs and marketing professionals improve the effectiveness of their marketing efforts.

Tommy Oddo is a web designer and digital artist who lives in Austin, Texas. Entrepreneurs, marketers, and in-house teams hire him to make their websites and digital products more engaging and easier to use. Follow him on: Linkedin, Quora, Twitter, and Facebook. Subscribe to future articles via RSS and/or Email.