The Two Audiences Of Web Design

 

When designing a website there are always two different audiences for us to bear in mind:

 

Visitors

 

The first one is the visitors i.e. people that click on your site to learn more about your business, order products or services or reach out to you directly. When it comes to how your site interacts with these people (i.e. your “audience”) we’re mainly looking at visual “front-end” development i.e. things on the site that people can see and engage with directly, this can be broken down into a few categories:

 

Images/Design

 

Imagery is probably the most essential aspect of engaging your audience and encouraging them to interact with your site. It’s important that your site is populated with clear and impactful imagery that faithfully represents your business whether that it be through products, examples of services, staff profiles or images of the business itself, to name some examples. Another important visual aspect to consider are the design elements such as logo(s), interactive and moving features to make pages more dynamic and colour palettes that combined create a consistent brand identity for the website.

 

Business Information

 

It’s very important that your site is also populated with up to date and relevant information about your business. This could include basic details such as opening hours, as well as more detailed copy regarding your business’s history, products, services and people. In the modern age people rely much more heavily on the internet to get information on a business so it’s essential to keep these details up to date to build trust with visitors and prospective clients.

 

Contacts

 

It’s a good strategy to have contact information in various places on your site for people to be able to easily reach out to you. Another good approach is to have bespoke contact forms positioned on different pages adding another interactive feature for your audience to engage with and ask more focused questions related to content specific to different areas of your site.

 

Products

 

Last but not least if you are selling products directly on your site then having a strong catalogue of easily navigable products with good quality imagery and relevant information is a great way of drawing in your audience, establishing customer trust and making money directly through your site.

 

Google

 

The second audience we are looking to connect with is one that is not as well recognised or as easily understood but is also essential to getting the most value out of your site. When your site is deployed on the internet is establishes itself on the digital highways, and these roads are owned by Google (91.47% of search traffic as of 2024).

Google has bots (literally known as “spiders”) that regularly “crawl” your website to assess its content. What many don’t know is that Google is a text-based search engine, where your audience sees a beautiful image, it sees a wall of code. There are several simple ways we can leverage the content on your site to appeal to this audience especially when it comes to local search:

 

SEO

 

The first and most obvious way is through SEO (search engine optimisation). Fundamentally, this means adding the right language to your site that is related to what people are looking for online so that you show up for relevant searches. There are several innovative ways this can be deployed however, such as adding the right keywords behind images so that the search engine picks them up when crawling your site.

 

Extensions

 

Google controls many ancillary sites and services online, and as you probably could have guessed, Google likes Google. There are many apps available to integrate these features on your site (i.e. Maps, YouTube etc.) that will help to improve your traffic (i.e. number of visitors).

 

Text & Image Edits 

 

One of the more overlooked and intelligent ways to leverage Google on your site is to simply update regularly with small tweaks and changes to the content overtime. A website is a living thing, like a plant. It needs to be preened, watered and noruished to survive, flourish and thrive. By consistently updating the content on a site incrementally, Google will pick up on this and see that it’s being maintained and regularly updated with relevant content. This alone can make a big difference in helping to improve your online ranking.

 

Conclusion 

 

These are some simple ways we can engage with both the main “audiences” of a website to help get the best results. Part of a Webmaster’s role is to apple these practices, optimise them for that specific business and integrate them together for maximum outcomes. Doing this can make a massive difference in terms of helping your business grow your audience, compete in your niche and make money online.