Previously, we defined secondary website development objectives based on the website’s potential as a tool. This article will focus on your site’s visitors, for whom we plan the site’s design, content, and functionality.
When determining secondary objectives, we highlighted effective ways to use the website to support practical business interests, such as reducing routine operational costs and improving communication. These methods naturally directed attention toward the needs of future website visitors—a critical focus since customer satisfaction directly impacts business success.
Understanding Your Website’s Target Audience
While we won’t cover the initial definition of your target audience here, it’s important to have a clear understanding of your prospective customers’ profile. If you’re planning a new business, ensure you define this target audience clearly. Here, we’ll assume you know your target audience, concentrating instead on identifying their specific needs within the website context.
Even if you’re familiar with your audience, two key factors should be considered:
- Your audience’s actual needs may differ from your assumptions.
- Your audience might not recognize their own needs, presenting a significant business opportunity.
Your perceptions are shaped by your background, education, and professional experience, resulting in a potentially different understanding from that of your audience. You are not the same as your target audience—your perspectives can differ greatly, making it vital to clearly define visitors’ conscious and unconscious needs.
Conscious Needs
Conscious needs reflect visitors’ direct interests in your website. Consider the reasons behind their visit—what motivates them? While you may initially have a clear view of these needs, it is beneficial to continually refine and expand your understanding.
Analyzing user search queries in search engines is a valuable way to gather insights into your visitors’ interests. This method helps you identify commonly searched terms, providing an accurate reflection of user priorities. Pay close attention to synonyms and related phrases; these might reveal unexpected trends or terminology your audience uses differently from your assumptions.
Other effective tools to understand your audience include emails, interviews, and direct communication. If you have an existing client database, sending a brief survey with targeted questions can offer useful insights and demonstrate your attentiveness to customer needs. Ensure your questions are actionable and specific rather than vague—this generates more meaningful feedback.
If your company doesn’t yet have a website, asking clients about their expectations and preferences, as well as examples of websites they find user-friendly, can be highly informative. Even if you have a website, client feedback on other preferred websites can help improve your current site.
Unconscious Needs
Beyond conscious requirements, visitors may have unconscious needs—needs they are unaware of or unable to articulate until introduced to them. For example, dishwashers addressed a longstanding yet unconscious need for an easier way to clean dishes.
Recognizing and addressing these unconscious needs can be challenging but highly rewarding. If your company introduces a new product or service, customers may initially show little interest simply because they do not yet recognize the need. Your website’s role is then to clearly and creatively present these offerings, making visitors aware of these needs and compelling them to take action.
Achieving success in revealing unconscious needs requires creativity, empathy, and the ability to shift perspective from your understanding to that of your potential customers. Your expertise makes certain things obvious to you, but not to your customers. Acknowledge and address this gap by communicating in terms that resonate with your audience.
To effectively identify unconscious needs, engage broadly with potential customers. Observe and analyze their reactions and feedback on your offerings. Understanding what motivates or deters your audience helps refine your approach and informs website development strategies.
Conclusion
By gathering data from popular search queries, direct customer feedback, and careful observation, you will have compiled valuable insights into your visitors’ conscious and unconscious needs. This understanding forms the basis for developing a user-centered website that effectively meets visitor expectations and supports your business objectives.