Have you thought about your perfect customer? When most businesses are just starting out, they would say that any customer is the perfect customer. After all, new businesses shouldn’t be picky. Or should they?
For many small businesses, there’s something to be said for marketing to a very specific customer—catering to their specific needs, preferences, and desires.
If you have a physical storefront, you likely thought long and hard about your store’s interior design. You probably considered who might shop there and how they would want the store to look and feel. The same consideration should be given to your company’s website. Online shoppers should be able to get a good sense of what your business is about when they visit your site, and they should be able to find out, without too much digging, if your company will be able to provide them with what they are shopping for.
Is your business a cutting-edge technology startup? A high-end interior design company? A dependable, affordable plumbing business? It probably goes without saying that each of these companies should have a very different looking website from the others. But how do you go about making a company look cutting-edge, high-end, or dependable on a website? Well, you don’t. We do.
At Modmacro, we aren’t just a web design company. We’re a marketing firm. This means we understand the bigger picture. We aren’t just designing a good-looking website for your small business; we’re also looking to grow your brand and connect you with the right types of clients and customers.
One of our long-standing web design and digital marketing clients is an ultra-high-end programming company in San Diego. They work with homeowners who want the very best in home automation and home entertainment, and also with companies and government agencies in need of very specific, customized A/V and communications systems.
When we designed a website for this company, we wanted to make it clear who their target audience is. We used images and colors that evoke feelings of luxury and sophistication. We showcased past projects that explain the company’s programming capabilities, and we crafted copy that makes it very clear what types of individuals and organizations they work with.
When your web design is tailored to the type of clients you want, many of the clients you may not want will self eliminate—and that’s a good thing. You won’t have to spend your valuable time following leads that will never result in new business—like people who can’t afford your services, who don’t need or want what you provide, or who just wouldn’t be a good fit. You may get fewer leads through your website as a result, but the leads you do get will be quality leads who will be worth your time and effort, and much more likely to go from “lead” to “paying customer.”
Going back to the programming company in San Diego that we work with: they report that the leads they get through their website designed by Modmacro are almost always from people who understand that they will be getting top-of-the-line, customized programming services, and who are prepared to pay accordingly for those services. The company can take the time necessary to cultivate these leads, because they aren’t also having to sift through a bunch of other inquiries from people who have no need for the company’s high-level capabilities.
Your website should speak directly to a specific audience. If it doesn’t, you are likely losing valuable leads that could help grow your business. The team at Modmacro would love to create a website for your small business that will showcase its uniqueness and speak to your target market. Contact us today to learn more.
