Before building a website, one of the most overlooked yet critical steps is clearly defining your target audience. Many websites suffer from low traffic and poor conversions after launch, often not due to design or technical issues, but because they never clarified who the site is for. Taking time to understand your target audience before development ensures that subsequent planning for sections, content direction, and SEO strategies are well-targeted.
1. User Personas: The More Specific, The More Useful
Target audience is not a vague concept. We recommend building a basic persona from the following aspects:
- Industry Background: Which industry does the user belong to? Are they end consumers or corporate buyers?
- Role: Are they decision-makers, users, or influencers? Different roles have different focus points.
- Core Needs: What problem does the user want to solve on the site? Seeking information, comparing products, finding services, or making a purchase?
- Pain Points and Concerns: What worries the user most before making a decision? For example, price, quality, after-sales service, delivery time, etc.
Personas don't need to be overly complex, but they must be based on real market research or existing customer data, not assumptions.
2. User Search Intent: Determines Content Direction
When users type keywords into search engines, they have clear intent. Analyzing the search terms your target audience commonly uses before building the site helps plan sections and content:
- Informational Intent: Users are in the awareness stage, searching for terms like "What is XX" or "How to choose XX." The site should provide educational content.
- Comparative Intent: Users are comparing options, searching for "Difference between A and B" or "Which is better." Comparison articles or product differentiation pages are needed.
- Transactional Intent: Users are ready to act, searching for "XX price" or "Buy XX." Clear product/service pages and contact information are essential.
Identifying 3-5 core keywords and designing content frameworks around their intent is more efficient than fixing issues after launch.
3. Access Scenarios: Primarily Desktop or Mobile
The devices your target audience mainly uses to access the site directly influences technical choices and design focus. If users are mostly office workers browsing during work hours, prioritize desktop experience. If they are consumers browsing on mobile, ensure thorough mobile optimization.
Note: Mobile traffic currently accounts for a high percentage of search traffic, but desktop still holds significant value for B2B industries. We recommend prioritizing responsive design during development to ensure a good experience on both devices.
4. Section Planning: Reverse-Engineer from User Needs
Website sections should not just showcase "what we have," but help users quickly find what they need. Before building, list the 5-10 most common questions users ask and map answers to sections:
- Common user questions → FAQ or Help Center section
- Product/service comparison needs → Product Center or comparison pages
- Industry knowledge needs → News or Blog section
Avoid deep navigation levels, and keep core section titles clear, avoiding internal jargon.
5. Content Preparation: Write for Your Target Audience
Website content should not be a simple copy of brochures or generic industry text. Adjust language style, information density, and persuasion logic based on user personas:
- For technical users: Highlight parameters, performance, and standards.
- For procurement decision-makers: Emphasize cost-effectiveness, service guarantees, and case studies.
- For general consumers: Focus on usage scenarios, testimonials, and after-sales support.
High-quality content is the foundation for user engagement and conversion, and a key factor for search engines to assess site quality.
6. Continuous Optimization: Track After Launch
Target audiences are not static. After the site goes live, use backend data (e.g., search terms, bounce rate, time on page) to validate initial assumptions and gradually adjust sections and content. Building the site is just the starting point; ongoing optimization around user needs is the core of operations.
By thoroughly analyzing your target audience before building the site, every subsequent step will be smoother. If you're unsure about user needs, consider a small-scale user interview or survey—low cost but high reward.