If you were asked why you built a website, chances are you would say it was to tell people about your company. Well, actually, the better thing to do when planning and building a site is to aim it at your intended audience - the customers who need and want your product. Certainly that COULD be anyone, especially if you are marketing weight loss products.
However, it's highly unlikely a horse trainer is going to be interested in your products. So you need to refine your focus.
Who visits your website? Prospects, existing customers, you do as well as your friends and relatives, your employees do and perhaps investors if you have them. Each one of these groups of people would be looking for different content.
The way you have your website sales copy written will pretty much determine what the next step will be for each of these user groups. If you want to generate sales, give good customer service and communicate with employees and/or investors, you must have copy that moves them to action.
We mentioned this a little earlier in this chapter about knowing what your audience is searching for and how they do that. There are two ways to find out this kind of information. The first way is to ask your employees what people want and need. These are your internal sources. The answers are likely going to cover product specifications, pricing, availability, features and benefits.
The second way, your external sources, could include user surveys, site keyword and search engine keyword data. This will tell you what your customers are searching for and how they are searching for it. Usually this will mean you have website tracking software on board on your site. If you do, it is a rich source of vital information for you. It will tell you the exact terms visitors used to find you. Once you know what your visitors think is important, you can write copy to fulfill that need, and lay your site out to better supply the information they want.
You can also use search engine keyword research tools. This gives you a slightly different view than site keyword data. It will give you a clear picture how ALL users interested in your product/service will search for those products/services. Understand the vast majority of these searchers won't be landing on your site anytime soon. However, it does give you a good idea of the search terms/phrases used.
Generally speaking when people perform a search they are trying to solve a specific problem. Many search by describing a desired outcome to a negative situation. For instance the use of words such as improved, higher, better, more tells you the results searchers want. Others will search for a specific service.
Basically, although the results of using search engine keyword research tools are interesting, they may not be as applicable to your site as site keyword data.
As well, you need to check Google Trends and E-Bay to gain an even information on identifying your audience.
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