When you work hard for something and finally get it, how do you treat it?
Probably better than if you were just handed the prize…
But, business owners are ignoring this thinking when it comes to their website.
They work hard to get a prospect (the prize) to visit.
And once they’re there, they offer sub-par treatment:
- Broad messaging that doesn’t resonate.
- No care for the areas of interest of the prospect.
You may be making these mistakes.
Disregarding what you spent money, time and creativity to attract.
The Result?
Loosing out on new client opportunities.
It’s time to start dragging yourself out of this loop.
We’re about to simplify crafting website copy so that all your hard work in attracting prospects is not for naught.
You’re Probably Not Completely Clear on Your Ideal Client
All business owners know a couple of demographic and geographic characteristics about their ideal client.
(These are naturally picked up through hundreds of business interactions over the years).
But try and go deeper than the one-sentence summary that’s expected of you:
“Our ideal client is (gender) between the ages of (age-range) in the (state) area .” ❌
Going beyond understanding demographic traits is one of the highest ROI copy activities you can do.
The best copy is built on a multivariate base.
This is where a much deeper connection can be developed with your prospect.
It’s powerful because most business websites just ignore these dimensions.
Your ideal client wants to be heard and have their concerns thoroughly addressed.
And this can’t be achieved by knowing traits like age, location, and gender alone.
When it comes to copy, think of the different aspects of your ideal client like this:
Demographic:
Knowing demographics helps you use language that resonates with your ideal client’s age, background, and life stage.
For example, you’ll use different language when addressing a millennial versus a baby boomer.
(e.g. age, gender, location, income level, education level, occupation, family status).
Geographic:
Understanding geographic factors allows you to tailor your messaging to local concerns, cultural nuances, and environmental factors.
For instance, you might emphasise different case studies based on the location you’re appealing to.
(e.g. climate, culture, urban or rural, local events)
Psychographic:
Psychographics inform your messaging by allowing you to tap into your ideal client’s values, motivations, and emotions.
You can use language that aligns with their beliefs and addresses their pain points and desires.
(e.g. values, beliefs, lifestyle, personality traits, motivations, pain points, frustrations).
Behavioural:
Understanding your ideal client’s behaviours helps you choose the proper messaging style.
For example, you can prioritise a specific tone to connect with the prospect.
(e.g. online behaviours, purchasing habits, communication preferences, information consumption).
Bonus Tip
If you don’t know anything about your ideal customer, look at the traits of your favourite clients.
Find their similarities; these areas are big hints for what makes your ideal client.
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Knowing what you need to discover about your ideal client is a start.
But this information is useless if you don’t know how to find it.
Book a call below if you want to understand the basics of Ever New Digital’s ideal client research process.
(Make sure to quote “Research” in the comment box so that adequate preparations can be made).