“Who are you trying to target?”
This is one of the first questions asked when starting a website content strategy project. And one of the most common responses received is…
“Everyone.”
Or…
“As many people as possible.”
Neither of these are great answers. While more might seem better, it rarely is. Especially when it comes to website leads.
The Problem with Trying to Talk to Everyone
There is a fear of leaving people out when it comes to crafting copy, which results in a lot of gear turning and time wasting.
Trying to target everyone is exhausting. What’s worse is it actually weakens your ability to reach and convert leads because you will sound like everyone else (if not worse).
Have you ever been searching the internet for a specific service or product, and you end up on a website, and you can’t tell if they’re for someone like you or not? Chances are you moved on to the next website, rather than digging deeper to find the answers.
The same is true for people visiting your website.
But What About Big Companies?
If you’re a large Fortune 500 company, yes, you usually have to target as many people as possible. But these companies have the time, resources, sub-divisions, etc. to deal with swarms of leads and customers. They can also rely on their name-brand recognition to bring people in.
Chances are, you don’t have any of these things.
Often, the smaller you are, the more specific and targeted your messaging should be. You need to stand out in a saturated market.
When your messaging is too broad, it becomes generic, and your brand disappears into the bottomless sea that is the internet. Even if you do manage to reach people, your messaging will likely fail to resonate with the types of clients you want, and it runs the risk of bringing in leads that are a waste of your time.
Your website shouldn’t just be a lead generator. It should also be a filter that removes the people you can’t (or don’t want to) help. This saves your time and their time.
So, how do we address this issue and embrace the idea of casting a smaller net?
Reframing the Question
It starts by asking a better question at the beginning of projects. Rather than saying “who are you trying to target”, it should be this:
“What is your most ideal client/user/follower?”
Even if you have multiple personas you’re going after, there is almost always one at the top of the list. Start with that. Use it as the foundation for your primary messaging and pathways. If you’re struggling to pin it down, think of an actual client you’ve worked with and what made them so amazing.
Distill those qualities into an ideal user. Make them the “hero” of your story.
If you’re just getting started, this may be a little trickier, but with a little thought and effort, you should be able to come up with an answer. If you can’t, that may be a sign that your own services and business model are too broad.
Once you have this initial question set, you can follow it up with the next:
“Who are you not for?”
In a pro-inclusive world, this may sound like heresy, but that is not the intention of this question. We’re not looking to exclude people based on race, gender, religion, etc. We’re looking to avoid people who won’t benefit from your services, whose budget doesn’t align with what you offer, who would be better served elsewhere, etc.
Again, you can think of past customers you’ve had or leads that came in and went nowhere. Knowing what type of leads you want to avoid can be very helpful in creating effective copy for your website.
This saves your time and their time while strengthening your brand’s story.
An Example
We have a client that’s a personal trainer. When he came to us, his website was very broad and vague, and not surprisingly, the website wasn’t bringing in any leads.
Going through our content and brand voice workshop, we were able to get a clear idea of who he was best positioned to help: people who have a clear goal of where they want to be physically but lack the knowledge and discipline to get there, leading to a continuous cycle of procrastination and half-hearted efforts.
At the same time, we discussed the type of people he wasn’t well suited to help: people who needed a constant cheerleader and people who simply wanted to maintain where they were at presently.
This further sharpened the image of his ideal user. He wanted people who were ready to dig in, do the work, and radically change their habits and routines.
From there, the rest of the content strategy was simple to map out.
Determining the Scope of Your Messaging
As much as you want to avoid making your messaging too broad, you also don’t want it to be too narrow. Otherwise, there may not be enough people out there to keep you afloat. Like so many things in life, it’s about balance.
How do you find this balance? Working with an experienced content strategist can help. They can assist with peer/competitor analysis, keyword research, and more, while also providing a vital external point of view.
It’s also important to remember that content strategy is not a one-and-done event. It’s an ever-evolving initiative that adapts to the market, your brand, and everything in between. Don’t be afraid to experiment a little, track the results, and adjust accordingly.
With some concentrated effort and effective strategy, your website can become a powerful tool for your brand.
