How to plan your websites segment, target & position

targeting and positioning

What is your website about?

A nice simple question but one that will impact upon everything else you do. Even the biggest of sites can be summarised easily and ideally you can describe what your site is about in one simple sentence.
As you build your site you will be tempted by shiny new widgets or flashy graphics you stumble across which can easily lead to you going off topic or creating a confused site.

The answer to this question is essentially your mission statement and will help you to maintain focus throughout the development process.

Mission statement examples:

“Organize the world’s information and make it universally accessible and useful.” Google
“To provide a global trading platform where practically anyone can trade practically anything.” eBay
“To build a place where people can come to find and discover anything they might want to buy online.” Amazon

Segment, target & position

Every market, no matter how small, has multiple segments with one or more unifying characteristics. The art is to identify those you want to target and then position your site in such as way that they respond to it positively.

Segmenting your market

The categories below are not mutually exclusive and you can mix and match to your heart’s content…

  • Demographic: Age, gender, marital status, ethnicity, occupation…
  • Geographic: Country, County, city, town, size of population…
  • Behavioural: Benefits sought, Occasions (e.g. Christmas), usage rate, price

Tone of voice

the next stage is to consider your overall tone of voice that the website will reflect and be part of. Just some of the areas you may want to consider are:

  • Where you advertise
  • Navigation
  • Services offered
  • Prices
  • Products Sold
  • Method of Contact
  • Colours used
  • How you advertise
  • Your logo
  • Depth of content
  • Everything!

We help many start-ups so should you require help with your new business website then contact us right here.

Learn 13 ways to market your website to generate new business.

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