Optimizing Your Website for Multiple Audiences

Identifying different visitor groups and building audience profiles is a necessity for all businesses. As a general rule, every business will have one sole customer type to focus on, with secondary customers to further think about. While targeting your primary patrons is your main priority, reaching out to multiple audiences can help expand your business.

Identify visitor groups

Good business owners will be aware of who they are targeting, but may need to return to the drawing board when deciding where else to focus. Review pre-existing customer base and audience profiles to pinpoint possible areas of expansion.

Usually, there will be a clear common ground between primary and secondary customers. For instance, your primary target will have more immediate interest in and use for your product, while the secondary customers may need extra persuasion or a direct message as to why they need your product or service. Perhaps, your marketing was so niche that it segregated these potential consumers.

Here are some common criteria that may help distinguish groups:

  • Varied interests in your product
  • Location
  • Why they are visiting your website (their goals)

For extra help to determine your ideal client, companies like digitalmarkgroup.com can help you understand who your customers are, as well as what they want and how to target them. Once you understand who you are targeting and why, plus how to gain their interest and trust, it’s time to optimize your website so that it appeals to all relevant customer types.

The power of web design

A website is a business’ biggest leverage over customers. Poor functionality, a lack of creativity, and meager aesthetics are enough to dissuade a potential client from doing business with you. What’s more, a website that purely revolves around one customer type can limit a business’ potential reach.


A company website needs to be fluid in design and functionality. A business’ brand needs to be present on all web pages, with matching colors, font, and content. This can be difficult to achieve but hire a dedicated and professional web developer and graphic designer, for example, and the website’s aesthetics will be appealing and keep in line with your brand.

If you wish to gather a larger pool of customers, though, you may need to rethink your entire design. If it has corporate feel, but you want to appeal to the general public, soften your brand so that it is less imposing. Additionally, being more explicit with the boundaries of where you deliver goods can help persuade international customers to make a purchase.

Tip: Aesthetics cannot be compromised when your website is viewed on smartphones or tablets. Photos, text, and the general format must fit and move well. Anything less than convenient and you will lose customers to your competitors. What’s more, to improve the aesthetics of your website, creating an app can be greatly. It is also an additional selling point.


Content is extremely important. Not only is it a means to integrate search engine optimization (SEO), but it is also a way to connect and persuade your customers into trusting your brand and making a purchase.

Through content, a business can appeal to multiple audiences, from professionals to work-at-home moms. Be clear and concise in your content and offer value. All copy must be transparent and truthful – trying to sell corporate dental supplies to families will not be a successful venture, for example. However, if your product does appeal to two separate customer types, have content dedicated to both without merging them and trying to do too much in one article. Treat these audiences as two different entities, both of which are just as important.

Tip: Content needs to load quickly, must properly display on the screen wherever it is viewed, and be easily to navigate. Also, use a variety of content types, such as infographics and video.