You have given your new website some thought and developed an insight into its purpose. Closely allied to this is the matter of who your website is for: who is your website’s target audience?

The usual answer is “customers” but this is too vague. Is your website aimed at existing customers, with whom you already have a relationship, or prospective customers who don’t know your business?

If your website is focused on prospective customers, is its role to attract their initial attention or is the website involved at a later point in the sales process?

Many businesses use their websites successfully to generate initial interest from prospective customers. This is particularly evident in industries where customers use the Internet as part of their research into sourcing a supplier. Other businesses will generate initial interest through different means and will then refer prospective customers to their website, either to
demonstrate credibility or to provide more detailed information.

In both instances, the target audience is “potential customers” but the approaches are different.