Before you can begin to consider how to convert visitors into customers, you need to know who your target audience is. Your audience is the grassroots of your business, and focussing on this key group of people will give your web marketing direction and strategy.

The beauty of internet advertising is that you can reach out to millions of people all at once. However, that doesn’t necessarily mean that they will all be interested in you product, and actually, an internet audience is in many ways less captive than visitors to a ‘real’ shop – it’s even easier for them to leave a website.

A large part of creating a successful business is knowing who you are targeting with your product or service, so chances are you will already have established this. Always bear this in mind when designing your website, and know who you’re communicating to.

Consider how is best to reach your target audience, and question what would be important to them. This will shape how your website is structured, its appearance, the information it contains, how this information is worded, calls to action, etc. Targeting your target audience is a key concept in successful website design.