Who is coming to your business website? Do you have a clear picture of the typical visitor? If not, your content may not be reaching the people it needs to reach. Clues to your visitors' demographics are as close as your current customers. Whether your website is aimed at consumers or other business owners, you can start building a customer or client profile by looking at your current customer and client list. It's a simple step that too few businesses take.
Why does it matter, when it comes to the content of your website? It matters because the writing style, level of diction, vocabulary, and many other factors in your content are important in the process of retaining and converting website visitors into active leads, customers and clients. Experienced content professionals know how to fine-tune the language of your site's content to speak directly to your clients' demographic profile in a way that recognizes them and shows them that you know who they are and what they're looking for. Factors that matter include:
- Age - Your website visitors will fit some age range. It may be a small range or a large one, but discovering what that age range is is important to your content writer. As we all know, different age sectors of the population use different vocabulary and expressions. Your content needs to reflect that, no matter what the age range is.
- Education - Are your customers college-educated, or do they mostly have just a high school diploma? Education is a definite factor in setting the level of diction for your website content. Armed with that information, a professional content writer will tailor your content to suit the audience through careful selection of vocabulary and structure.
- Economic Situation - There is a wide range of economic status in today's society. The economic situation of your targeted population is a powerful factor in what language and tone your content should use. Subtle changes in content will have a big impact on the response of your visitors.
- Gender - If your target demographic is primarily male or female, differences in your website's content can establish a tone that speaks to either group. If your target demographic is mixed, a different approach will be needed. Along the same lines, think about who the decision-makers for your products or services are, and let your professional content provider write directly to them. It can make an important impact on your retention and conversion rate.
There's no simple way to explain how an experienced professional content writer uses your demographic information. It is simple, however, to understand that speaking to your website visitors in language that is suited directly to who they are can spell the difference between reaching them or influencing them to look for another site. Expect any content writer worth his or her salt to inquire into the demographics of your clientele. It's more important than you may think.
Email Me for a free, no-obligation evaluation of your current website's content, or call George Campbell at 651-774-7999. To see examples of my web content, click any of the Work Sample links in the left column of this blog.
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