Why knowing your website audience matters

When it comes to starting a new website project, it can be overwhelming, confusing, and stressful. Knowing your audience can be really helpful in answering every question that comes up during this project. What is the target audience for the new site? What are they looking for? The rest of the project seems to fall into place once you define your target audience for the new website.

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What is the best way to get to know your website’s audience? We start by answering different questions, including:

  • How does the website help you achieve your goals?
  • In order to accomplish these goals, who must visit the website?
  • What matters to them?
  • Are they familiar with your organization and mission?
  • Are there any important or defining demographics?
  • Your website will be visited for what reason?

The audience persona can be useful in this situation. In order to ensure that your website audience remains top of mind throughout the project and beyond, we can create fictitious personas that represent specific sections of your site’s audience. Through your website, you can communicate with a specific person (or people) and make sure they have everything they need to accomplish what you want them to.


Functions and features

A good understanding of your audience will help you determine what features your site must have. Can your target audience perform certain tasks on your website? There are a variety of ways to do this, including allowing people to donate directly from your site, registering for events via email, managing volunteers and registering for events online.

You may be dreaming big about the features you would like to incorporate into your website. Focusing on those features most likely to appeal to your key audience will help you identify the “must-haves”.

It’s helpful to know what’s necessary to start, but you can always add “nice to have” features later. This is especially true if you have to make cuts for reasons related to budget, time, or capacity.

The design

The look and feel of your new site will be determined by the audience you’re designing for. If you want to appeal to teenagers for a candy website we would probably take a different approach than if you wanted to appeal to adults for a consulting website.

 There are a lot of implications for this, including:

  • Photos
  • Colors
  • Font size and style

It’s important to tailor the design of your site to appeal to your target audience, regardless of whether you’re customizing a theme or designing one from scratch.


We can create content tailored to your audience’s expectations if you know who they are and what they are looking for. The tone of your writing should generally be conversational, but you also need to tailor it to your audience. Children’s writing will likely differ from writing for adults, for example. Your content will be more engaging and accessible if you and we know who your visitors are.


We can prioritize your website’s content once you’ve identified the primary target audience for it. Regardless of who your primary audience is, your website should have intuitive navigation. However, when you’re trying to decide which content to prioritize, consider the information your primary audience is looking for. 


At Firebrand, we offer a full web design and development service. This service is delivered by our in-house team which combines various elements such site creation, site management, site development, promotion and GDPR compliancy. This combination of skills ensures that we deliver the best results as each element of our management is undertaken by a specialist in their field resulting in a website which is on brand, eye catching, and professional.

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