--- title: "Website 101: The Importance of Having a Target Audience" description: Although appealing to a mass audience is a common agenda and even a natural tendency, it isn't entirely the best objective. We try to impress everyone, while ignoring one of the most crucial elements image: https://www.advisorwebsites.com/hubfs/Imported_Blog_Media/6257630727_688e772e5a_b-300x168.jpg --- [![NEW AW + SK LOGO](https://www.advisorwebsites.com/hs-fs/hubfs/NEW%20AW%20+%20SK%20LOGO.png?width=400&height=92&name=NEW%20AW%20+%20SK%20LOGO.png "NEW AW + SK LOGO")](https://www.advisorwebsites.com) [Back to All Posts](https://www.advisorwebsites.com/blog) ## Website 101: The Importance of Having a Target Audience ![Fiona Leung](https://www.advisorwebsites.com/hubfs/me.png) [Fiona Leung ](https://www.advisorwebsites.com/blog/author/fiona-leung) • Posted on Oct 21, 2016 ![](https://www.advisorwebsites.com/hubfs/Imported_Blog_Media/6257630727_688e772e5a_b-300x168.jpg) In midst of all the excitement and urgency during the production of a website, advisors often focus too heavily on the blowing their competitors away and lose sight of who their **target audience** is. **Although appealing to a mass audience is a common agenda and even a natural tendency, it isn't entirely the *best* objective.** We try to impress *everyone*, while ignoring one of the most crucial elements of digital marketing - impressing *who matters most*, aka our target audience. What I will discuss may seem obvious and redundant, but by revisiting the **basics of digital marketing**, advisors can learn to better communicate with website visitors and pave a clearer path for online success. ## **Why a Target Audience? ** ![6257630727_688e772e5a_b](https://www.advisorwebsites.com/hs-fs/hubfs/Imported_Blog_Media/6257630727_688e772e5a_b-300x168.jpg?width=300&height=168&name=6257630727_688e772e5a_b-300x168.jpg)So why is a target audience so incredibly *"crucial"*? Why should we impress just a small niche of prospects when we can cast a wider net? It may sound counter intuitive at first, but narrowing who your potential clients are is **key to creating effective communication that converts.** After all, **websites are *all* about communication**. How well we communicate to website visitors depends primarily on whether what we sell is appealing to them - whether they take the bite or not. Let's revisit the basic concept of websites as communication tool for a bit. Despite websites being great portals for promoting products and services, it is often forgotten that **websites are not simply one-way channels to mega-blast advertising at entranced visitors.** Just because we can reach millions does not mean that everyone can be sold in a one-size fits all manner. ![shopping](https://www.advisorwebsites.com/hs-fs/hubfs/Imported_Blog_Media/shopping-2.gif?width=498&height=278&name=shopping-2.gif) And that's where the idea of a target audience comes into play. **Not everyone likes the same things, not everyone seeks the same kinds of products and services. **You have to **know your specific target market and *cater* to them. ** There is nothing about the web that makes prospects abandon their hesitations prior to closing a sale. If anything, **prospects are more wary online** **because every corner of the web provides nearly the same offer /deal** at an* even more* accessible form. There's more to it than just having a website to attract customers and make prospects subscribe/buy. Without zeroing in on a target audience, you can be costing yourself more than you think. ## Who is Your Target Audience? A target audience is a representation of your **ideal clients**. They are a specific demographic who you want to provide solutions for. ![target-audience](https://www.advisorwebsites.com/hs-fs/hubfs/Imported_Blog_Media/Target-Audience-1024x390.png?width=800&height=305&name=Target-Audience-1024x390.png) By zeroing in on who your target audience is and their **potential pain points**, you can delve into the nitty-gritties of what actually makes website visitors tick. It's all about that whole notion of *"website as a communication medium"* that works between both the advisor and visitor. With the following steps below, you can **get the right message across to the right audience at the right time:** ***Step #1:** Identify who your website visitors are and narrow them down. * ***Step #2:** Understand the pain points, challenges and needs of your ideal clients. * ***Step #3:** Present your products/services on your website as a way to solve client problems and to meet their needs. * Of course, discovering who your target audience is and, especially, implementing changes that tailor to this group can be a daunting task. That's why Advisor Websites has created a [**client persona worksheet**](https://www.advisorwebsites.com/tools/buyer-personas-worksheet) to make things a lot easier than they really are! [![buyerpersona](https://www.advisorwebsites.com/hs-fs/hubfs/Imported_Blog_Media/buyerpersona-1024x465.png?width=800&height=363&name=buyerpersona-1024x465.png)](https://www.advisorwebsites.com/tools/buyer-personas-worksheet)   *If you have any questions in regards to this article, please contact[ support@advisorwebsites.com](mailto:support@advisorwebsites.com). Don't forget to share this article and follow us too [@AW_Support](https://twitter.com/AW_Support)!* ![CEO-Graham](https://www.advisorwebsites.com/hubfs/CEO-Graham.png) ### About Advisor Websites, A Snappy Kraken Company *Founded in 2012, we specialize in helping financial advisors stand out and grow their business online with conversion-friendly, personalized websites and targeted digital marketing solutions, all of which follow FINRA and SEC guidelines.* Find Out More With A Personalized Demo   **Disclaimer:** The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first. ### Book A Demo Today ![blog-book-a-demo-img](https://www.advisorwebsites.com/hs-fs/hubfs/blog-book-a-demo-img.png?width=129&name=blog-book-a-demo-img.png) Learn how our personalized approach to digital marketing will take your business to the next level. [ Book a Demo ](https://www.advisorwebsites.com/book-a-demo) ### Join the 25,000+ financial advisors who get articles, tips and advice, right to their inbox! ### Enjoy this post? Share it with others. 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