Updated: Sep 25
As your business’s biggest marketing tool, your website is key to attracting your dream client or customer. Not only should it draw them in and let them know what you offer, but your website should convert visitors into customers and ultimately build long-term relationships.
But if you aren’t seeing the amount of website traffic or sales that you thought you’d see when building your business, there’s a good chance that you aren’t attracting the right people. Until you identify your dream client, your marketing efforts will be wasted on people who aren’t your customer base and won’t invest in your brand.
This is why it’s SO important to know exactly who your dream client is before you design your website.
Defining your dream client can help you…
Weed out the people who aren’t a good fit so you’re getting great inquiries.
Save time and money wasted on marketing to the wrong audience.
Strengthen your customer base by building strong relationships and leads.
Position you and your business as an expert or go-to gal in a particular industry.
Increase your sales and bookings, making you more money!
Once you know exactly who you are marketing your service or products to, your website design (and ultimately sales) will come naturally.
Here are five things you MUST know about your dream client before you can design your website.
1. Their Demographics
In order to attract your dream client, you have to know exactly who they are. And not just on a business level, but a personal one. To narrow down your client or customer, you need to determine their demographics — everything from their age and gender to their location and marital status. Why so personal, you ask? Defining your target audience can help you better understand their needs, goals, and interests.
This is especially important when designing your website (AKA your biggest marketing tool!) because different demographic groups respond differently to certain website elements. For example, a busy mom of three won’t have time to read a ton of copy on your homepage to figure out what you offer. She wants to know exactly how your business can help her as soon as she lands on your website.
Take some time to determine the demographics of your dream client so you can tailor your website to their needs. Here’s just a quick list of what could be included in a demographics list:
Annual Household Income
2. Their Personal Interests
It’s easy to design your brand’s website based on your own personal interests and style. But actually, your website is not about you! To attract your dream client, you need to tailor your website’s design, content, and voice to what they’ll be drawn to.
Make a list of your dream client’s interests — everything from hobbies to favorite retail brands to preferred social media platforms. This can help you imagine the type of person they are and how your website can relate to them.
When it comes time to design, use this information to emulate the type of space your dream client typically hangs out in. If you know that your dream client lives on Instagram and TikTok, then you can incorporate playful elements on your website. Or maybe your dream client is drawn to Pinterest. In this case, you could design a more curated look on your site.
PRO TIP: Need help narrowing down your dream client profile? Check our free Define Your Dream Client worksheet.
3. Their Big Goals - Both Business And Personal
Once you’ve identified your dream client or customer’s demographics and interests, you can move on to how it relates to your business. The first step is to outline any business or personal goals you think they may have now or in the near future. Understanding where they’re coming from can help you craft copy for your website that will speak to their goals.
For example, let’s say you are a virtual assistant and you know that your dream client is a busy entrepreneur with the goal of achieving more work-life balance. Knowing this, you can tailor your messaging around how your services can take work off their plate and leave with them more free time to spend doing what they love, whether that’s spending time with family or pursuing personal projects.
4. The Problems Or Pain Points That Your Business Can Solve
Understanding what your client’s biggest challenges or paint points that relate to your industry and your business will help you write a strong copywriting that speaks directly to them. Put yourself in your client’s shoes: What challenge were you facing that led you to this website? What would encourage you to take the next step?
For example, if you are a virtual assistant, let’s say your job is to take a load off a business owner’s plates by handling administrative tasks or streamlining their processes. If your dream client is a busy female entrepreneur, then her challenge is probably juggling too many tasks and not having enough time.
With those problems or pan points in mind, you can tailor your copywriting on your website to speak directly to those pain points, and let them know that you are the solution to those problems.
5. How They Should Feel After Using Your Product Or Service
Now that you’ve checked off all the boxes — identifying your dream client’s demographics and goals, tailoring your messaging, and adding strong calls to action — there’s one last thing to ask yourself about your dream client: how do I want them to feel after using my product or service?
Inspired? Relieved? Encouraged? Empowered? When you know how you want them to feel, then you can work backwards and use that to guide those feelings into your website design and copywriting.
By designing your website to emulate a certain feeling — whether that’s calm, motivated, or even hungry (looking at you, food businesses!), you can ensure that your dream client is drawn in and will come back for more.
The Wrap Up
Ready to figure out who your dream client is? Check our free Define Your Dream Client worksheet! This worksheet offers prompts and questions that will help you identify EXACTLY who your ideal client or customer is. Download it for free here.