Chapter Five – Who Is Your Target Audience?

 So far, in our story, Ken has made the decision to build a web site for his custom golf club business. He has determined his budget and defined the web site purpose statement. The next “very important” step in the planning phase is to define the target audience. This definition helps him focus on the the target audience’s wants and needs, what influences their buying decision making process, how they will find his web site, and what gets them excited about his products. Sometimes, we will call the target audience the end user or just user. All this information is important because it has a direct influence on the organization and content of the web site. If Ken meets his target audience wants and needs, he will have an effective web site.

Ken starts his target audience definition by identify the following characteristics:

• Age 25 to 30 years. Getting started in their business career and just getting into golfing. They enjoy the sport, but they would like to improve their game. They need to watch their disposable income which is $40K to $70K.

• Age 45 to 70 years. Established in their careers, enjoy golf and looking for ways to improve their game. Cost is a factor, but not the main concern. Cutting a few strokes off of their game makes it more enjoyable. Their income is $60K to $90K.

Ken also identifies target audience want and needs when using the web site. This includes:

• Finding products that can lower their golf score making the game more enjoyable. Beating their friends (or the boss) is enjoyable.

• They are willing to spend some money, but they do not want to spend money frivolously. There must be a perceived return on their investment.

• They need to trust the provider. They need to know that they will get a quality product and service.

Another part of the audience definition is determining the keyword phrases that users will use when they search for the web site on the Internet. Ken identifies the following keywords and phrases – custom golf clubs, Ken’s custom golf clubs, Ken’s golf clubs, hand made golf clubs, Tigerville golf clubs (Ken lives in Tigerville). This list of keywords and phrases can change as Ken tests his web site design with users. He will need to verify what keywords users are actually using to search.