Getting Website visitors to Convert to Customers is the Plan – Pt.2

Strategy first - then aesthetics

I’m not here to talk about design theory. The part I’m talking about comes before design. It has nothing to do with the graphics you use, the fonts, or the art. I’m talking about the strategy that makes our website achieve results.

Website design strategy


Defining and Understanding your goal

It’s hard to work towards a target if we don’t know what that target is. It’s too vague to just say I want more customers. We all want that. If it was easy we’d already have more than we could use. We first need to define the exact tool we want to get those customers. So let’s set a goal, and create a way to track how we’re doing.

Deciding on a goal

What do we want to happen?

  • Get the phone to ring
  • Get a new email
  • Get clients to download something
  • Get clients to make an online purchase
  • Get clients to visit our store

The goal we set might vary depending on who we’re trying to reach as our customer. Different generations behave, think and buy differently.

Marketers define our population into groups from the (Schroer, n.d.)Baby Boomers, to Boomers II, to Generation X, then Gen Y and Gen Z. Each group shows distinctly different preferences, lifestyles and buying habits. But to simplify, let’s just consider two groups. Over 35 and under 35.

Over 35

This encompasses both Boomers I and II. They tend to be less likely to use email and prefer phone or in-person communication as a first contact. They want to hear your voice and see your product. While many are technically savvy, their propensity is to more established methods of communication. If this is your target demographic, you better have your phone number on every page and easy to find. Don’t make them dig for it – because they won’t.

Under 35website-design-by-demographic

This is everything else. Very technically competent, most of this group has never known a world that doesn’t include the Internet. The younger end, (GenY) especially, tend to prefer email, texting, or non-verbal forms of communications. They may switch to the phone after communication has been established and the questions have become too long    and involved to type out.

The problem is when a Gen Y emails a Boomer I. The Boomer wants them to phone in, and the Gen Y’er wants to stay in email. The point is, if this is your target demographic, you better get good at selling by email. Think of the teen who’s outgoing voice mail message is “Why aren’t you texting me”?


website-design-social-connectionsThis group also responds to online Social groups like Facebook, Instagram, Twitter and so on. It’s important that you have an active presence on these sites and link them to your web page.

Remember, active participation and work is part of a successful marketing program. Think of it this way. In years gone by companies didn’t just make one sales call and call it good. They had a sales force that worked all the time every day. It’s no different today. It’s just now that your sales work is Social Marketing and driving people and leads to your website. You don’t stop. It’s never done. It’s part of your daily routine.


So with a better understanding of the group we want to reach, we can decide on what elements have to be added to our Website design to get the job done.

In part 3, we'll look at Answering the Hidden Questions





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